Research On Motor Marketing Strategy Of Sunshine Property And Casualty Insurance Company Limited Of Beijing Branch

At present, the vehicle insurance market in China has become increasinglyactive, the number of insurance companies is increasing．Beijing is the politicaland financial center of china, insurance competition is more and more fierce.Atthe end of year2013, Beijing car retains the quantity has surpassed500millons.Vehicle insurance market huge has become many companies competingimportant battlefield.In recent years, Sunshine Property and Casualty Insurance Company ofBeijing Branch has encoumtered a bottleneck in the development of insurance,the scale and efficiency has benn no breakthrough.In this paper, a detailedanalysis for Beijing vehicle insurance market environment, industry conditions,insurance market competition pattern and the sunshine insurance Beijing branchof the insurance marketing system, puts forward the sunshine insurance Beijingbranch of insurance marketing problems, combined with the company’s strengthsand market opportunities, risks, the use of SWOT analysis sure, sunshineinsurance Beijing branch of insurance marketing strategy and the three strategicobjectives.Finally, focus on the use of4C marketing theory to guide the sunshineinsurance company Beijing branch for the "new vehicle insurance marketingstrategy of customer oriented". The breakdown of the market, establishindividual customers and group customers operating system; to promote thenetwork electronic marketing channel construction; making claims and customerservice system. Meanwhile, through the supporting organization reform and theconstruction of sales team, to ensure the effective implementation of autoinsurance marketing strategy.