The Research On The Marketing Strategy Of Vehicle Insurance Channel Of Liaoning R Property Insurance Company

With the rapid development of China’s economy,private cars are no longer luxury goods,but more and more become the necessities of the general public family.The increasing number of vehicles and the gradual improvement of insurance system and some other factors have led to the rapid development of vehicle insurance.Since its establishment,Liaoning R property insurance company has taken serving people as its own duty and it is working hard to surpass the market.However,in the 13 years of its developing process,facing the double pressure of market and customer choice,R property insurance has exposed some unexpected problems in its operation,such as low efficiency of shareholder resource exploration,unclear segmentation of vehicle insurance market,poor channel cooperation stickiness,etc.In the face of increasingly fierce market competition,in order to meet the personalized needs of more customers,R property insurance needs to set from marketing,cost management and controlling,and updates more scientific marketing strategies to improve market share.Based on the marketing environment analysis,market segmentation and other related theories,this paper first analyzes the internal and external environment of Liaoning R property insurance vehicle insurance sales channel with PEST analysis method and Porter’s five forces model to clarify the market situation and competitors’ business strategies.Then,using SWOT model,it analyzes the advantages and disadvantages and opportunities and threats of Liaoning R property insurance in vehicle insurance sales channel marketing.Finally,through the segmentation of the vehicle insurance market,the positioning and target of the market are defined,and the marketing strategy that is in line with the development of Liaoning R property insurance is formulated.Taken the theoretical basis as the cornerstone,combined with the existing problems of several major vehicle insurance marketing channels currently developed by the company,a set of feasible marketing mix strategy is proposed according to the characteristics of the channel itself,focusing on the differentiated competition,deepening the depth of cooperation,the control of marketing costs and the publicity of brand public relations.Finally,based on the current development level of R property insurance,the implementation measures of channel development are given.The marketing strategy and guarantee measures of vehicle insurance channel put forward in this paper are to make R property insurance company keep up with the pace of the market,concentrate limited resources,create cost advantages,realize the win-win situation of scale and profit,achieve the first strategic goal of the company’s development as soon as possible,and maintain a lasting and effective competitive vitality.