Research On Marketing Strategy Of Automobile Insurance Business Of PICC Property&Casualty Changchun Branch

In the full text of the "2019 Government Work Report",as many as 15 "insurance" keywords appeared.The development of the insurance industry is related to the national economy and the people's livelihood.It has been mentioned in the government work report for many years.While the insurance industry is booming,it is also facing unprecedented challenges.The large number of insurance entities and the serious homogeneity of insurance products have made the competition in the insurance market extremely fierce.Although large insurance companies have certain brand advantages and scale advantages,if they want to stand out from other insurance entities and continue to maintain a high proportion,it requires transformation and changes in many aspects such as marketing methods,service levels,and technological innovation.Relying on traditional marketing models will be difficult to sustain.This article takes PICC P & C Changchun branch's automobile insurance business as an example.As a subsidiary of the People's Insurance Group of China,although the company has certain historical advantages,it has fully participated in market competition in the development of business today.In the company's insurance business,there are more than 10 business categories.Among them,the automobile insurance business is one of the important business categories,the premium income accounted for more than 59% of the company's business in 2018.The type of insurance and the development of automobile insurance business directly affect the development of the company's overall business level.In the local automobile insurance market in Changchun,PICC P & C automobile insurance business has consistently ranked first in Changchun automobile insurance market share as of 2014,with a clear leading edge.However,since 2014,market share has slipped to second place.Traditional brand advantages and Historical advantages are increasingly difficult to cope with the increasingly fierce market competition.This article analyzes in detail the economic background,industry status,and the company's own marketing characteristics and problems of PICC P & C Changchun's automobile insurance business development and put forward a series of problem solutions.In the analysis of marketing status and environment,it mainly focuses on the characteristics and major problems of the automobile insurance business of PICC P & C Changchun Branch at the current stage of development and analyze the company's macro environment and development prospects under the current policy,economic,social,and technological backgrounds.Summarizing the advantages,disadvantages,opportunities and challenges owned by the enterprise through analysis of relevant industries such as partners and competitors.In terms of marketing mix design,on the basis of segmenting the company's automobile insurance business market,the company's target customer selection and automobile insurance market positioning were determined.A strategy combination plan through differentiated strategy,functional strategy,value-added strategy and resonance strategy providing enterprises with a reference direction for the development of automobile insurance business.Finally,a series of measures such as assessment,training,and technical updates are used to ensure the marketing strategy can be finally implemented.I hope that through the above measures,the company can achieve the goal of market share first in regional automobile insurance market,while exploring some new models and new methods to solve problems.