Research On Optimization Of Automobile Insurance Marketing Strategy Of P Property Insurance Guangdong Branch

For more than 40 years since the reform and opening up,China's economy has developed at a high speed,and the national income level has been continuously improved,which has led to the continuous improvement of living standards.Private cars have gradually turned from luxury goods to necessities into ordinary people's homes.The high price of cars and certain travel risks have continuously improved the insurance awareness of car owners and brought a broad market for the marketing of auto insurance.As the auto insurance market continues to expand,the auto insurance industry is increasingly competitive.As one of the current giants in the auto insurance industry,P P&C Guangdong Branch has been moving forward under the changing market environment and regulatory conditions,and has become a leading company in Guangdong auto insurance through years of development.However,with the continuous changes in regulatory policies and customer needs,PProvincials Guangdong Branch has gradually weakened its channel business development capabilities,and its services have not achieved significant progress in recent years.The technological advantages of its leading industries have not been effectively utilized.When competitors are fully confronted,other competitors are catching up,and the external environment is getting worse,it is urgent to optimize their marketing strategies and continuously improve their competitiveness.Based on the author's years of work experience in P Property Insurance Guangdong Branch,practical experience in multiple positions,and the information obtained,this article studies the situation where P Property Insurance Guangdong is under the impact of technological shocks and major changes in the regulatory environment.The branch companies encountered problems and challenges in personal auto insurance marketing,analyzed and considered,and put forward strategic suggestions for the marketing optimization of P Property Insurance Guangdong Branch.First,the paper analyzes the background of the huge changes in the auto insurance market and the regulatory environment.Taking P Property Insurance Guangdong Branch's personal auto insurance marketing strategy as the research goal,it explains the research issues,research purpose and significance of the paper,summarizes relevant research literature,and summarizes Research methods and elaborate research framework.Secondly,the thesis expounds the core concepts of insurance,property insurance,auto insurance and consumer purchase decision theory,analyzes the market environment and policy changes of auto insurance,outlines the development history and business status of P Property Insurance Guangdong Branch,and introduces The current status of P Insurance's core marketing strategy for auto insurance in Guangdong Branch.Then,it analyzes the auto insurance marketing of P P & C Guangdong Branch,and concludes that its existing brand reputation advantages are gradually weakening,the overall level of claims service is slowly improving,the business development capability is weakening,the channel management mechanism is inflexible,and the use of technological advantages is poor.The problem.Finally,the author proposes an optimization strategy for the aforementioned problems,namely,shaping and upgrading of distinctive brands;by unifying the direction of claims work,improving talent retention,optimizing claims additional services,and improving claims service levels;by tapping the potential value of value-added services,improving the quality and level of value-added services,Strengthen the promotion of value-added services,strengthen the provision of value-added services;optimize the channel evaluation system,improve the channel incentive mechanism,and improve channel management;use technology to build a data platform,build a precise marketing operation model,explore and improve the vehicle owner ecosystem,and promote the implementation of precision marketing.The thesis is of positive significance to promoting the sound development of P Insurance Guangdong Branch's auto insurance marketing and improving the competitiveness of the company,and also has certain reference value for the auto insurance marketing business of other companies in the same industry.