China Taiping Insurance Fuxin Branch Research On Online Marketing Strategy Of Auto Insurance

In traditional marketing of vehicle insurance enterprises there tend to be many problems such as onefold channel of purchase insurance,high cost,complicated transacting procedure.This thesis,against the background of "Internet + vehicle insurance",with methods of interview and questionnaire survey,analyzes TaiPing Vehicle Insurance Corporation's strategy to develop online vehicle insurance marketing.It finds out the advantage of online vehicle insurance by explaining the basic concept of online marketing,the advantage of online vehicle insurance marketing and making comparison between competitive companies.Evidences are provided to the design of questionnaire survey by interviewing opinion leaders from different classes of the city with "opinion leader" interview method.To make questionnaire survey on internet.apply the method of combining sample analysis and cross-over analysis,the viewpoints and attitudes of interviewees on online vehicle insurance are drawn.Therefore by contingency table analysis the degree of correlation between the two of them are proved.Through survey analysis and interview the concrete strategies for the company to develop its online vehicle insurance marketing are acquired.Firstly,accelerating opening online vehicle insurance marketing channel and aiming at young and middle-aged groups as target customers.Secondly,increasing the intensity of online propagating and strengthening the agreement between online and offline marketing.Thirdly,heightening the serving awareness of online service staff and raising the reliability of user perceiving channel.Relocating target customers in the "Internet+" tide and designing particular activities and mode of propagating according to target customer groups;taking full advantage of online marketing and expanding policyholders and combining with offline entity basis to guarantee to take out policy online;providing professional online service staff to provide aid to online policyholder;simplify online insuring and provid shortcut for insuring to spread the company's profit margin and market customer retention.