A Property Insurance Company-Research On The Enterprise Development Strategy Under The Auto Insurance Rate Marketization Background

With the expansion of the auto insurance market, the problem of charging standards and the degree of risk does not match is increasingly reflected, within this market environment, the reform of the auto insurance rates has never stopped exploring. The last round of reforms in the field of auto insurance rates started from June 1, 2015, and was national implementation on July 1, 2016. The changes of auto insurance rates reform including: firstly, electric marketing and network marketing insurance lost the advantage of 15% discount; secondary, auto insurance pricing standard added considering the parts-to-whole price ratio; thirdly, auto insurance pricing standard added a tariff for different vehicle model types; lastly, times of settlement of claims will directly affect the premium discount.In this paper, A insurance company as an example to analyze a series of influences brought by the new round of the reform of auto insurance rates including: on one hand is the loss of advantage of the core channel of A insurance company, which means the marketing channel structure is broken; on the other hand comes the problems A insurance company met with, such as the insurance premium adequacy decline, synthetic fund cost rate rose up, and the business operation faced more difficulties. To solve these problems, the article combining theory and practice, using PEST theory and Michael Porter five forces model to analyze the enterprise external environment, finding out what are the opportunities and the threats; then seeking the strengths and weaknesses of enterprise interior environment from enterprise resources, enterprise culture and enterprise competence aspects. Base on the study above, building up the SWOT analytical framework and locating the strategic positions, then finally finds out the suitable enterprise development strategy under the auto insurance rate marketization for A insurance company. After all the research done, it is concluded that the most suitable development strategy is a positive SO-strategy, and puts forward several differentiation strategy implementation.The article is prospected to make the enterprise development strategy of A insurance company to be further improved and do some help to the auto insurance business healthy development under the auto insurance rate marketization background, and offer some advices for other insurance company's auto insurance business, and also do some help to the nest tern of the auto insurance rates reform.