Study On The Marketing Strategy Of Auto Insurancebusiness Datong Branch Of The Pingan

The current stable development of China’s socialist market economy, the consumer the ability to enhance, therefore, motor vehicle sales market continues to expand, which makes motor vehicle insurance business volume increased rapidly. From property insurance field of view, the current motor vehicle insurance business growth in other types of insurance business compared to larger, more traffic, began to become the property of the insurance company’s core business. And if the whole analysis from the insurance market, consumer demand for increasingly complex insurance products have higher demands, but now the insurance company’s auto insurance products similar, can not meet the different needs of consumers, and the lack of flexibility in the auto insurance system, thus Although the insurance business increased, but the actual business profit margins are continually compressed. In this paper, Datong China Ping An insurance subsidiaries engaged in the research instance, auto insurance business to the company industry background and marketing of situation, find insufficient insurance regime, summarized perfect strategy.Firstly, the status of safe auto insurance marketing strategy Datong Branch China conducted a survey and found that China’s Ping An insurance business Datong branch marketing problems that product homogeneity is difficult to meet the new demands of the loss of customer resources dedicated channels promotional resources into the dispersion caused by the lack of systematic, easy to follow up service standards to imitate. Secondly, the internal and external environment for China’s Ping Datong paper Branch insurance business marketing analyzes, after analysis of the external environment, the current disorderly market competition leads to a decline in the profitability of market players, car production and sales growth inflection point bound to inhibit the sustained rapid growth of premiums, 4S shop dealers of new cars sales channels monopoly reduces the insurance companies the right to speak. Internal environmental analysis that China’s Ping An insurance business marketing branch Datong main advantage is the brand and market advantages, technical and service personnel as well as lead.After the issue of China Ping An insurance business Datong branch marketing strategy and internal and external environment faced by the analysis, the paper put forward the company’s auto insurance business marketing strategies. The first is to establish a system of diversified insurance products. Including the development of specialty products, upgrade existing service standards and to provide differentiated value.added services. Second, the implementation of reasonable pricing strategy. Including improving the rate factor, the revised price refinement coefficient; insurance risk determination to strengthen and improve the risk of data of different models; control auto insurance loss ratio, to create space for a reasonable cost pricing. Once again, strengthen channel integration, improve the network marketing channels. Including improving micro.channel marketing channels, mobile client marketing channels and the official flagship store marketing channels. The last is to build systematic promotion system, including strengthening network promotion and the strengthening of marketing and public relations established. The purpose of this study is to use the theory of marketing, and find common ground for China’s Ping An insurance business division marketing strategy to help them gain greater market share and profits in the incentive competitive environment.