Study On The Vehicle Insurance Marketing Strategy Of M Company

Since the reform and opening up,with the rapid development of China's automobile industry,China's motor vehicle insurance business has also achieved rapid development,but also ushered in many challenges.Due to the continuous increase of market subjects and the intensification of market competition,the price war has become the main means of competition,which also leads to the continuous decline of the profits in the auto insurance market.In order to solve the pain points in the development of motor vehicle insurance,the market-oriented reform of commercial automobile insurance premium rate has been gradually implemented,which makes the automobile insurance operators face greater threats and challenges in a short time.In this market environment,seize the opportunity,rapid transformation,will determine the survival of enterprises.This requires the subject to find the current car insurance marketing problems,analysis of the market environment,development strategy,improve their core competitiveness.Firstly,this paper analyzes and summarizes the problems existing in M company's auto insurance marketing strategy,which mainly includes four aspects.Second,the products have no pricing power,so they can only fight price wars,making it difficult for the auto insurance business to make profits.Third:the function and positioning of auto insurance sales channels are not clear,resulting in serious internal consumption of company resources;Fourth:the traditional single promotion,the lack of unified planning,the effect is not good.In view of the marketing strategy problem faced by M company,combined with the internal and external environment of M company,this paper proposes corresponding solutions in four aspects of product strategy,price strategy,channel strategy and promotion strategy.Deepen product portfolio and strengthen innovation and development;Differentiation of model pricing and customer pricing;Strengthen the innovation of channel construction and integrated development;Strengthen the basic training of personnel,enhance the sense of service and integrity,and carry out diversified services.At the same time,this paper also formulated the guarantee for the implementation of M company's auto insurance marketing strategy,namely,organizational structure reform and human resource optimization.The above research on M company's auto insurance marketing strategy analyzes the current situation of auto insurance marketing and management problems faced by M company,which is also the common problem faced by most of the same industry companies in the auto insurance business.It is of great practical significance to propose solutions and solve these problems for the healthy development of motor vehicle insurance business of M company and even the industry in the future.