Research On Marketing Strategy Of Motor Vehicle Insurance Of Company Y

In the past ten years,along with the rapid growth of economy in China,automobile market blooms big time due to the high speed of development,car ownership rises fast and China has become the first global automobile market for continuous years.As a result,it brings a prosperous motor vehicle insurance market as well.At present,it's already become the backbone of different kinds of insurance companies,which is occupying over 70%among all insurance income,and this business has huge impact on the success or failure in company operations.Company Y is one of the first property insurance companies which open motor vehicle insurance in Fujian insurance market,taking the lead in market shares for continuous years.Recently,fierce competition occurs because of the increase in main part of insurance market,it is obvious to be seen that "internet+" is affecting property insurance marketing big time,thus company Y is facing a maximum pressure and in the mean time market shares decrease,which results in average falling behind in premium income.It is becoming an urgent task,for company Y must do adjustment of marketing strategy and create a steady market in order to meet clients' demand.The article's research has big significance in the use for reference to all these property insurance companies.Firstly,The article does the summary of marketing theory,then through the observation and deep analysis of marketing environment in company Y,together with motor vehicle insurance industry situation in Fujian province,to do a deep research.secondly,we use matrix model of SWOT analysis to dissect form the aspect of advantages,disadvantages,opportunities and challenges of company Y,as well as the problems existing in motor vehicle insurance marketing.Thirdly,based on the wide range investigation and survey aiming at motor vehicle insurance consumers,we've obtained the data base of consumers' features,behaviors and the elements which are affecting the sales of motor vehicle insurance,besides,we've come up with descriptive analysis and interaction analysis regarding the investigation and survey conditions,Ultimately,through the theory and analysis above,we suggest that company Y should complete and perfect the customer segmentation system;what's more,in terms of differentiation products supply,service,advertisement and promotions,perfecting company marketing strategy is very necessary too.