Research On The Marketing Strategy Of Auto Insurance Business Of Ping An Property & Casualty Insurance Shenzhen Branc

As an important part of property insurance,auto insurance not only has greater economic value,but also has higher social value.It is also the main profit source of insurance company’s auto insurance business.At present,a very large number of cars has been formed in China,and the future market potential is still huge,and the market scale of auto insurance business is also rising with the tide.At the same time,the competition in the insurance industry is more fierce under the stimulation of profits.If insurance companies want to keep their own market share of auto insurance business,they must take improving the quality of insurance service as the goal,optimize and innovate marketing strategies as the starting point,and achieve considerable profits.This paper takes Shenzhen Branch of Ping An Property Insurance of China as the research object,uses relevant theories of insurance marketing and combines with the actual situation of Shenzhen Branch to study,and draws conclusions.Firstly,it analyzes the internal and external environment,and finds that the marketing of the company’s auto insurance business is affected by the policy,market economy,social environment and other factors.On the policy,the floating mechanism of auto insurance rate is fully implemented,and the government has strengthened the supervision of the insurance market,which is conducive to the standardized operation and requires the insurance practitioners to have higher quality.In terms of market economy,as the market competition intensifies,the auto insurance industry has entered the era of "thin profit",prompting insurance companies to optimize and innovate marketing strategies;In terms of social environment,people’s awareness of auto insurance gradually increases,and consumption tends to be rational,requiring that auto insurance products should have differences.Then,through in-depth interview and questionnaire survey,it is found that there are several problems in the auto insurance marketing of Shenzhen Branch,such as low innovation degree of auto insurance products,weak price competitiveness of auto insurance,not prominent advantage of channel marketing,and poor effect of product promotion strategy.Through analysis,it is found that the causes of these problems include: Market segmentation is not in-depth,pricing mechanism is not flexible,channel management level is not enough,promotion policy support is not enough.Then,guided by the analysis results and based on STP theory,we focused on the differentiated needs of different consumer groups,combined with regional administrative divisions,economic development and consumer needs of different customer groups to carry out market segmentation of auto insurance products,established individual needs,operating vehicles,maintenance services as the target market,and strengthened attention to the young consumer market as a new positioning.Based on the results of market segmentation and positioning,the author believes that it is necessary to increase the product development of online car hailing,luxury car collision compensation,and new energy vehicle insurance,and to develop portfolio products with a wider range of protection and a higher limit.Auto insurance price combined with rate factor,based on customer needs,models and other comprehensive factors for reasonable pricing;In terms of marketing channels,we should strengthen the management and assessment of traditional channels,and deepen the integration of online and offline marketing channels.In terms of promotional strategies,the company made full use of the advantages of new and old media platforms to expand the publicity and promotion of auto insurance products,and carried out diversified promotional activities in line with offline face-to-face promotion to enhance the market influence and competitiveness of products.Finally,in order to ensure the effective realization of the marketing strategy,the author puts forward the relevant safeguard measures from the aspects of organization,management system,talents and technology.And the above analysis and research are summarized,and the perspective of the new energy automobile insurance business marketing prospects.By using the above marketing strategies and safeguard measures,we hope to help solve the current problems of Ping An Property Insurance Shenzhen Branch,further expand the premium scale,improve service quality and income.At the same time,it is also hoped that the results of this study can provide useful reference for other enterprises in the whole insurance industry in terms of marketing,so as to promote the sustainable development and expansion of the insurance industry in China.