Research On Marketing Strategy Of Non-auto Insurance Business Of Y Branch Based On 7Ps And STP

Property insurance company fall into two categories according to business classification and statistical which is auto insurance and non-auto insurance.It is unreasonable that most property insurance company in China are more than 80%motor vehicle insurance.In the near year the amount insurance company increased quickly,the competition pricked up,the operation of insurance company went to the bad.The urgent task facing the property insurance industry is to optimize its business structure,innovation concept,establish a comprehensive business strategy in order to grower stronger.The present work is focused on marketing management and strategic management for non-auto insurance business of Y Property Insurance CompanyThe research object of thesis is marketing management and how to optimize marketing for non-auto insurance business of Y Property Insurance Company.This paper analyzes developing status and sums up the features of the core competition of all kings of risks.Study use PEST Analysis to assess the Political,Economic,Sociocultural,and Technological factors at play and With the method of Michael Porter’s "Five Key Points Model",this article indicated that Y company has chosen a right field and Y company has had a competitive status in the filed of pharmaceutical.To analyze company data and with the Marketing Theory of 7Ps and STP,and discovers the following problems,which are the structure of the insurance business is unbalanced;Unreasonable pricing;heavily depends on insurance marketing channel;insufficient high-quality skilled-workers and outmoded management system.To resolve those problems mentioned above,in this paper the authors puts forward the solving measures based on 7Ps and five priority research areas which is private insurance 、 infrastructure projects 、 new countryside building 、 health insurance and Insurance+Live.At last,this paper puts forward four suggestions of guarantee measures which is establishing and perfecting the internal control system of corporation business;Reduce compensation expenses;legitimate business operations and strengthen service consciousness,from the Angle of the operation to promote the ways of participation implemented validlyThe conclusion of this paper is that policy and environment provides a healthy and lively market.and Y company face difficult problems,like Internal management;Channel construction;Current Issue in Human Resource Management and so on.In order for company to thrive,it is need to improve deficiencies,Change Ideology,Complete Management and Seize the opportunity of short video.