Research On Marketing Strategy Of A Insurance Company's Auto Insurance Market

Since 2016,the auto insurance market has fully implemented the reform of commercial auto insurance rates.The change in commercial vehicle fees has intensified the competition in auto insurance business.In 2018,with the deepening of the reform of commercial auto insurance rates,some small-sized and medium-sized property insurance companies experienced a decline in market share and loss of auto insurance business,and the development of auto insurance business was even more difficult.The large-scale property insurance companies rely on the comprehensive strength of capital,brand,manpower and technology to further consolidate the dominant position of the auto insurance market and squeeze the development space of small-sized and medium-sized companies.Under such environment,how can medium-sized insurance companies in the pursuit of premium income stage to the stage of pursuing insurance benefits cultivate and develop the core of enterprises and how can they improve marketing strategies to meet market demand,Competitiveness ensures that enterprises are in an invincible position in an increasingly competitive environment and become a problem that affects the survival and development of the entire motor vehicle insurance industry.Based on this background,this paper analyzes the auto insurance marketing strategy of A property insurance company in the middle echelon.Based on the 4P theory,it analyzes the current status,products,prices,channels and promotions of the company's auto insurance business.There are marketing strategies: channelized distribution strategy;cross-border marketing strategy;and summed up the problems of marketing strategy: marketing strategy is more extensive;marketing channel development is not balanced,power grid sales are short;product pricing is traditional,auto insurance products have no price advantage;The product structure cannot meet customer needs.After that,writer use STP theory to help companies segment the market,select the target market and complete the market positioning,and provide ideas for the next marketing strategy.Through the analysis and research of this paper,four suggestions for the auto insurance marketing of Company A are put forward: adopting refined marketing strategy,controlling the cost placement and discount level based on market segmentation;accurately controlling the channel investment of car dealers,and matching classified marketing strategy;Selling channels,creating a recycling service ecosystem of insurance + service + data + auto insurance re-pricing;increasing the number of products.Finally,the guarantee mechanism that guarantees the implementation can be implemented: refined marketing supervision and protection;personnel training and assessment incentive protection;technical system security;network information security.It is hoped that this research can help Company A improve its auto insurance marketing strategy,face fierce market competition with an active attitude,and seize the initiative to achieve sustainable development.In addition,I also hope to bring reference to other mediumsized property insurance companies.