Research On Marketing Strategy Of Sanguard Automobile Insurance Company Of Jilin Branch

With the development of economy and social progress,people's living standards are rising,motor vehicles have entered all the areas of people`s life and work,the amount of vehicles are increasing dramatically,especially in large and medium-sized city.In recent years,the huge growth of motor vehicles has greatly stimulated the rapid development of China's motor vehicle insurance industry.Now,more and more enterprises are participating in the competition of auto insurance market in China,but the real profitable insurance companies are very little,especially after the commercial insurance fee changed,the competitions are increasingly fierce,nearly 2/3 insurance companies are at a loss.After commercial insurance fee changed,the small and medium-sized companies are facing more and more difficulties,the traditional business model is difficult to survive,only the transformation of development is their choice.Compared with large companies,small and middle-sized companies have shortcomings in scale effect,brand effect and professional technical ability,in the product homogenization market,development mode relies more on a single cost drive,facing more challenges in the early period of the commercial insurance fee change,they must transform as soon as possible in marketing strategy,service ability and market organization ability etc..This paper works on Sanguard Automobile Insurance Company of Jilin Branch,after insurance rate reform of commercial motor vehicle in Jilin Province,the vehivleinsurance business of Sanguard Automobile Insurance Company of Jilin Branch has suffered a great shock,lost many renewal customers,business volume reduced by nearly 30%.This paper makes a detail analysis of market environment,industry conditions and vehicle sales status of Sanguard Automobile Insurance Company of Jilin Branch after insurance rate reform.After insurance rate change,Sanguard Automobile Insurance Company of Jilin Branch faces great challenge,the main influence factors include internal and external environment of enterprises,market segmentation and positioning and marketing strategy.In the analysis process of sales environment,through the analysis of internal environment and competitor of Sanguard Automobile Insurance Company of Jilin Branch,conclude advantages,disadvantages,external opportunities and threats of Sanguard Automobile Insurance Company of Jilin Branch,so as to provides reference for the development direction of Sanguard Automobile Insurance Company of Jilin Branch insurance business.In the process of designing sales strategy of Sanguard Automobile Insurance Company of Jilin Branch,different target market chooses different marketing combination considering from four aspects like product,pricing,channel and promotion.Different marketing channel will adopt different price combination strategy.According to the corresponding target market customer consumption characteristics,choose different price combination strategy.Considering the analysis results of Sanguard Automobile Insurance Company with the background of the establishment of Sanguard Automobile Insurance Company,in order to keep the company's market share,the company should make internal staff Car buying business of FAW group as the breakthrough point of insurance business to make corresponding strategy.In order to ensure the effective implementation of Sanguard Automobile Insurance Company of Jilin Branch,company need to strengthen staff construction and improve the service system as support.