Research On The Strategy Of Winning Back Lost Auto Insurance Customers Of Tai Pingyang Insurance Company

Motor vehicle insurance(hereinafter referred to as car insurance)is based on motor vehicle itself and third party liability insurance mark a transport insurance comes into being with the emergence and popularity of the car and the development,occupy the bigger proportion in the premium of insurance company.In recent years,in the national economy sustainable development and car ownership rights and,under the drive of our country and even in HD car insurance market further,at the same time facing the ping an insurance,preserve the powerful competitors,such as automobile insurance in the fully open car insurance market competition pattern,in juxian HD Pacific market position has received the certain threats and challenges.Also because of the particularity of car insurance itself,making the customer due to the price,and service aspects of problems such as erosion,the loss of customers will bring to the company serious losses,and win back customers were more likely than develop new customers,so to win back through adopting the strategy to attract customers is of great importance for the company.In this paper,through the integrated use of PEST,SWOT strategy analysis research methods such as in-depth analysis of the external environment,industry environment and the Pacific insurance facing the opportunities and threats,advantages and disadvantages,and probes into the present situation of the company's customer churn,found the cause of the loss,based on the relevant theory of winning strategies,from tangible compensation strategy,information strategy,communication strategy,service recovery strategy four aspects put forward the proposal for the company,so as to promote the sustainable development of the whole business system,improve customer satisfaction,make the company in the fierce market competition to maintain strong competitive advantage.