Research On Marketing Strategy Of Electricity Employees' Motor Vehicle Insurance Of YINGDA Hunan Branch

The domestic market of property insurance has developed dramatically since Reform and opening-up policy carried out.Now,the competition is fierce in the market.One of the property insurance is motor vehicle insurance,with the characteristics such as low-tech,large-resources,multi-channel,and short-period,it has been vigorous developed by most companies,and how to implement effective marketing strategies to develop and maintain customers has become a very important topic of all the companies.Therefore,research in the marketing strategy of motor vehicle insurance will help YINGDA Hunan Branch Company to create core competitiveness and to achieve development breakthrough.This paper take research in YINGDA Hunan Branch Company,making the motor vhicle insurance of the electricity employees who is closely associated as the target market.First,use PEST analysis to find out the company's advantages and disadvantages on the external environment.Then,use SWOT analysis to find out the company's problems,which including the short time of operating,the insufficient of outlets,the lack of social awareness,and the unprofessional personnels.By the study of the electricity employees' demand,this paper proposed the policy of the product strategy,pricing strategy,channel strategy,and promotional strategy,so the company can establish the customer manager sales and service model.Finally,put forward the marketing strategy implementation safeguard measures.The purpose of studing the electricity employees' vehicle insurance marketing strategy,is not only to provide scientific advice to YINGDA Hunan Branch Company for dominating the market or to promote the company to improve service levels for specific customer groups,but also can provide a reference for other YINGDA branch companies all over the country.It's has a certain reference value and significance.