Research On The Marketing Strategy Of Auto Insurance Business Of CPIC Qingdao Branch

In recent years,the insurance industry has developed rapidly in China,to the country’s GDP,finance and employment and other aspects of the contribution is not to be underestimated.In 2020,the contribution of the insurance industry to China’s GDP has reached 5%.With the help of demographic dividend,the domestic automobile industry has also achieved rapid development in the last decade.The number of domestic automobiles has been increasing,consumers’ demand for insurance knowledge and the improvement of environmental legal awareness have made auto insurance and corresponding products,claim services and sales policies become the focus of the people.The whole auto insurance industry develops rapidly and its important position gradually appears under this background.Survey data from 2010 to 2020 show that nearly 65% of the premium income of property insurance is generated by auto insurance,which shows its important position in property insurance.Therefore,it is of strong practical significance to discuss the marketing strategy of auto insurance business of insurance companies.Based on the marketing mix theory,STP theory and other theoretical basis,this paper comprehensively uses the analysis method of theory and practice,with the aid of marketing strategy analysis tools,takes the marketing strategy of Auto insurance business of China Pacific Insurance Qingdao Branch as the research object,and starts from the basic situation of China Pacific Insurance Qingdao Branch.This paper expounds the auto insurance business situation of China Pacific Insurance Qingdao Branch from the aspects of product situation,business structure,individual agency channel mode,etc.At the same time,with the help of questionnaire survey,it carries out a questionnaire survey on the marketing strategy status of China Pacific Insurance Qingdao Branch,and analyzes the marketing problems of China Pacific Insurance Qingdao Branch.Further combining with car insurance business of micro macro environment and industry environment to explore the Pacific insurance Qingdao branch car insurance business marketing environment analysis,finally combining the Pacific insurance company Qingdao car insurance business marketing segmentation,target market selection,market positioning,etc.,further put forward the Pacific insurance company Qingdao car insurance business marketing strategy optimization countermeasures.Qingdao branch in this paper,the study found that: with the Pacific insurance car insurance business marketing environment analysis and questionnaire survey,found the Pacific insurance car insurance business of Qingdao branch marketing major product development positioning deficiencies,lack of product price elasticity,channel development depth and breadth is not enough,the problem of insufficient ability of customer service.In order to solve the above problems,this paper puts forward STP analysis of auto insurance business marketing of China Pacific Insurance Qingdao Branch,and puts forward product demand strategy,price cost strategy,channel convenience strategy and promotion communication strategy.At the same time,the marketing development strategy of Auto insurance business of Qingdao Branch of China Pacific Insurance company is comprehensively guaranteed from the aspects of optimizing customer selection,organizational guarantee,strengthening personnel incentive and risk control.Through taking effective measures,constantly optimize the organizational structure,develop the auto insurance business marketing mechanism,to create a good auto insurance business marketing culture.