Research On Marketing Strategy Of YZ Automobile 4S Store Insurance Products

Since China entered the tide of reform,China's economy has developed rapidly and the demands for life have been increasing.At the same time,on the premise of the improvement of people's living standards,the sales volume of China's automobile industry,as well as the people's demand for automobiles and the number of per capita holdings also show an increasing trend.In the fierce competition environment,the Internet has seriously affected the old marketing model.Therefore,it is a double-edged sword for many large insurance companies.So,in the current new circumstances,the insurance company how to adjust sales approach,effective use of the current development of the enterprise,with the aid of its own advantages,promote the great development of the enterprise,the most critical for the insurance company.The author mainly from the basic theory of enterprise management,marketing and other related knowledge,this paper fully detailed understanding of the actual situation of YZ auto 4 s shop car insurance business,with the SWOT analysis model combined with the analysis of the on-the-spot investigation,from two aspects of the market and their own environment on YZ company with analysis research,through actual situation investigation and data analysis,found the YZ auto 4 s shop insurance product marketing activities of the existing problems.Make improvement measures and countermeasures according to the preliminary data analysis to ensure the effective development of marketing strategy.As the research object of this paper,the automobile insurance business of YZ automobile 4S shop is a new force in many automobile insurance businesses.Under the current economic situation,China's insurance industry has unlimited potential.How to take a share in the insurance market and expand its business is the primary problem that needs to be solved urgently.By no means can insurance be simply defined as the underwriting product,but the service experience provided by customers.In this way,insurance is more about the insurance marketing of customer claim settlement service.Always uphold the customer first principle,must always take the customer benefit as the objective,since this is the service it is necessary to achieve customer satisfaction,continuously broaden the insurance marketing channels,perfecting gradually become a strategic,contribute to the development of car insurance.Through research the author the following conclusions: first,the investigation of YZ auto 4S shop compared the advantages and disadvantages of the same industry,through the SWOT also launched a detailed data analysis,differentiation strategy for the 4 s shop's marketing,is the best of the chosen;Second,at present the YZ auto 4 s shop's current situation of motor vehicle insurance business,its development,a lot of problems in the given can take differentiated marketing tools,we suggest that from the vehicle insurance products system construction,rational pricing strategies,electronic marketing channels sound,etc.Make marketing strategy more systematic and operable.Only rational marketing mode,to ensure that the company has strong competitiveness,stands in the invincible position in the industry,and clear the company's development plan,improve the strategic position,in order to long-term development.Meanwhile,considering the limitations in the research and writing of my own,this paper still has shortages in the analysis of current status,problems,and strategies.First,shortage of time.I cannot collect enough data which cannot reflect the tendency.Second,shortage of experience.Because of the shortage of the related theories,I still have a long journey to improve my paper with the help of my teacher.Last but most important,I hope that this paper could be helpful for the marketing strategy of YZ automobile 4S store.