Marketing Strategy Of Vehicle Insurance In County Market Based On Customer Purchase Behavior Survey Of CIC Hunan Branch

With the advancement of China's urbanization and the development of agricultural modernization,the rural population has gradually shifted to cities and towns,and the county has become the main area to undertake the transfer of rural population,forming an economic circle with agricultural products processing,transportation,trade and so on.After the launch of the new urbanization construction,the net outflow of rural population has slowed down.The government pays more attention to people-oriented,improving and improving the quality of life of the people.With the increase of county population and per capita income,county automobile sales show a vigorous momentum.In 2017,Hunan Province's automobile sales of 8763,000 units,an increase of-4.8%,but the county's automobile sales of 3251,000 units,an increase of 2.3%.In 2017,the premium income of Hunan Province was 23.87 billion yuan,an increase of 13.0%over the same period of last year.Among them,the premium income of the county market was 8.8 billion yuan,an increase of 14.72%.Whether it is the sales volume of the county market or the scale of premium,its growth rate exceeds the urban market.Under this background,this paper chooses the optimization of marketing strategy of vehicle insurance in county market.Based on the investigation of consumer behavior in some county markets,this paper summarizes the consumer behavior habits,finds and solves the problems existing in the operation and management by analyzing the company's current operating situation in the county market,and clarifies its own advantages and disadvantages by comparing with competitors,so as to find a county for the company.Regional auto insurance market differentiated operation road.Suggestions are put forward to optimize the marketing of automobile insurance in the county market of the company.The first is to optimize the combination of products,the second is to innovate the management mode,the third is to adapt the marketing channel to the change of the county market,and the fourth is to constantly improve the sales strategy.