Research On Marketing Strategy Of Insurance Business In Yangzhou Branch Of PICC Property&Casual

For the auto insurance industry,in a fairly long period of time,the traditional channels and new channels will be born.First of all,the characteristics of auto insurance product itself determines the vast majority of customers still need through individual agents,agency,brokerage and crossing interaction of traditional channels to obtain product information or purchase products;secondly,because of the development of information technology brings convenience to people's consumption,changing people's consumption habits,network marketing,telephone the marketing of new sales mode can greatly increase the sales of auto insurance business;finally,to win in the fierce competition in the modern,a product must meet the needs of society,on the other hand must change their service concept,to provide customers with perfect and high quality service.This paper mainly from the following aspects: in the first part,this paper expounds the research background and significance,and points out the ideas and methods of this research,and the main research content and innovation;the second chapter insurance marketing related concepts and theories,mainly describes the concept and characteristics of auto insurance marketing,insurance research cost and profit model,and expounds the marketing mix theory,from two aspects of domestic analysis of the current research;then the third chapter focuses on the analysis of PICC Yangzhou branch of insurance business in the current situation and problems of marketing,PICC Yangzhou branch of marketing,internal and external environment based on analysis,and vehicle marketing situation,puts forward the existing problems of the auto insurance market in Yangzhou marketing: auto insurance product homogeneity serious not Have a high return to implement differentiated,auto insurance agency fee directly weakens the insurance company profits,auto insurance payment rate is high and other problems,and the problems are analyzed;finally,the fourth chapter on the basis of the above analysis to develop a Yangzhou PICC auto insurance marketing strategy.