Marketing Problems And Countermeasures Of Auto Insurance Business Of Pacific Property Insurance Xingtai Branch

Property insurance plays an obvious role in solving employment problems,optimizing government functions,improving people's livelihood,promoting consumption upgrading and other aspects of local economic growth,and its development is related to the prosperity and stability of the whole society.As one of the most important types of insurance in the property insurance industry,vehicle insurance business results are directly related to the economic benefits of insurance companies.2018 is a very important year for the insurance industry,the China Insurance Regulatory Commission and the China Banking Regulatory Commission have integrated their responsibilities and established the China Banking Regulatory Commission,the supervision system of the entire financial system has become more perfect and the supervision of the insurance industry has been strengthened.With the deepening of the reform of commercial auto insurance rate,the "integration of reporting and handling" of motor vehicle insurance business and the realization of the real-name system,auto insurance business will face increasingly strict industry norms.With the development of the Internet new formats,a large amount of capital has poured into the insurance industry,Internet insurance is rapidly rising,the third party insurance technology platforms are emerging one after another,property insurance companies are facing a more severe market environment,in order to maintain their market position in such a severe environment,insurance companies must improve their competitive strength.How to market the insurance business has become an urgent matter for the property insurance companies in China.The Pacific Insurance Company has a very strong economic strength and is now the top three property insurance companies in China.This paper chooses Xingtai Company,a subsidiary of the Pacific Insurance Company,as the research object to explore the auto insurance business,which can not only find and solve the practical problems existing in the Pacific Insurance Company,but also provide some ideas for the development of China's auto insurance business.This article first elaborated for motor vehicle insurance business marketing research background and research significance,then describes the research status of domestic and foreign vehicle insurance marketing,and then explains the corresponding research methods,and then defines the vehicle insurance and vehicle insurance marketing involved in this article,and then gives an overview of the related STP theory and marketing portfolio theory involved in this article,and then describes the general situation of Pacific Property Insurance Xingtai Branch,analyzes the current status of auto insurance business marketing from the organizational structure,market share,marketing strategy and service capabilities,conducts a questionnaire survey on internal employees and consumers,and puts forward the problems in the aspects of market segmentation,marketing team,risk control of marketing personnel,channel and service according to the results of the questionnaire,and then seeks solutions to the existing problems,and finally puts forward the guarantee measures for the smooth implementation of the countermeasures,thus providing some reference for the auto insurance business marketing of Pacific Property Insurance Xingtai Branch.