Research On Marketing Strategy In Motor Vehicle Insurance Services Of PICC In Lanzhou Branch Company

In recent years, China’s property insurance industry is developing rapidly, and the motor vehicle insurance as a pillar of insurance of property insurance, along with China’s vehicle sales of small displacement car purchase tax by half, car to the countryside, with old change new encouragement policies promulgated, rapid growth boosting the auto insurance business.At present, the motor vehicle insurance has become an important field of the competition of property insurance company. Peoples Insurance Company of China Lanzhou branch(hereinafter referred to as Lanzhou branch of PICC) to enter the market in Lanzhou more than ten years, the market share has remained the industry first, along with the market competition is increasingly intense, PICC Lanzhou branch is facing a huge threat.Through a detailed analysis of the internal factors of auto insurance marketing of PICC Lanzhou branch vehicle insurance market environment, competitors, industry situation of auto insurance market competition pattern and PICC Lanzhou branch, to determine the specificimplementation plan of Lanzhou branch of PICC insurance marketing development strategyand marketing strategy combination. This paper also focus on the use of 4P and 4C marketing theory to guide the PICC Lanzhou branch auto insurance business development direction of the company and the establishment of the "market and customer oriented" marketing strategy.The thesis finally points out the PICC Lanzhou branch how to build the team management,channel construction, marketing planning, resource allocation mechanisms to ensure effective implementation of auto insurance marketing strategy.The purpose of this study is to combine the actual current our country insurancedevelopment, especially the Lanzhou insurance market conditions, in a targeted manner, a comprehensive analysis of the auto insurance sales marketing strategy of PICC Lanzhoumarketing strategy, find out the existing problems and shortcomings, based on the analysis of industry and competition on hand sales data, create new marketing ideas, explore new means of marketing, to explore propose more suitable for the current situation of the marketing strategy of vehicle insurance. The research will be helpful for PICC Lanzhou branch to better carry out the insurance marketing work, also has the reference value to the other insurancecompanies.