Research On The Service Marketing Strategy Of Tianjin Automobile Insurance

In January 2016,the Tianjin Municipal Insurance and Supervision Bureau,at the request of the CIRC,launched a new round of market-oriented reform of vehicle insurance rates.The new vehicle insurance terms and rates have given insurance companies more independent pricing rights.In order to compete for the market,many financial insurance companies blindly attract customers through low prices.At the same time,the increase in the cost rate and the payment rate have led to a small profit space for financial insurance companies,which is not conducive to long-term development.In fact,today,customers are not only looking at the price of products,customers ’preferences and needs are very different,and more and more attention is paid to services.Therefore,in order to achieve long-term development,financial insurance companies must put the promotion of customer service quality in an important position and formulate a service marketing strategy that can take into account corporate efficiency and market competitiveness.However,there are great problems in car insurance services,such as serious product homogeneity,weak service consciousness of service personnel,work cooperation between various service departments is not in place,and financial insurance companies evaluation and feedback mechanisms for service quality are not perfect.The article first summarizes the car insurance and 7Ps service marketing theory,then combines the 7Ps service marketing theory,constructs the car insurance service effect structure model,and studies the impact of the seven service marketing elements in the 7Ps service marketing theory on the effect of car insurance service.The aim is to formulate more effective vehicle insurance service marketing strategy for Tianjin Financial Insurance Company.In the part of analysis and research,the article first analyzes the current situation of the car insurance market in China and the problems in service.Secondly,a questionnaire survey was carried out to Tianjin auto insurance consumers,and the statistical results were described.Finally,using SPSS and AMOS statistical software to analyze the score results of the scale,including the reliability validity test of the structure model,the path analysis of the structure model,and the analysis of sample differences.According to the path analysis results of the structural model of automobile insurance service effect,the service price will have a negative impact on the service effect,and the service personnel,service environment and service delivery process will have a positive impact on the service effect,and the impact of the service personnel is the strongest.According to the analysis results of sample differences,only age has a positive impact on the evaluation of auto insurance service effect by auto insurance consumers.Combined with the results of vehicle insurance market analysis,questionnaire descriptive analysis and empirical analysis,this paper proposes the service marketing strategy of the vehicle insurance business of tianjin property insurance company,including service product strategy,service team building strategy,service environment strategy and service delivery process strategy.