Research On The Marketing Strategy Of Non-Auto Insurance Products Of Zhaotong Branch Of T Property Insurance Compan

With the Chinese economy keeping steady growth,China has attached importance to the development of insurance.The insurance industry gradually integrates with economic advancement and social development and has been further regulated.The Fourteenth Five-year Plan brings more opportunities to its growth,which also indicates higher requirements for innovation and reform in the industry.Although car insurance has always been a pillar type of insurance among insurance companies,in today’s insurance market,the business of various property and casualty insurance companies in the local car insurance market has become saturated and cannot make greater breakthroughs.So this article chooses non vehicle insurance as the research objective.The non-vehicle insurance business in property insurance can bring high profits to insurance companies.As China enjoys sufficient resources,huge development potential,and many untapped resources in the non-vehicle insurance market,all insurance companies compete to occupy such a market first.Non-vehicle insurance products feature complexity,service,and price volatility,and their marketing largely depends on the services provided,promotion,and whether those companies can meet the individual needs of customers.Such business is closely related to citizens livelihood and the competition is fierce.In order to grab market share,insurance companies are exploring new ways to develop and begin implementing differentiated marketing strategies and development models.This thesis takes T Property Insurance Company Zhaotong Central Branch as the research object,analyzes the marketing environment of T Property Insurance Company’s non car insurance,and uses the PEST analysis model to analyze the company’s specific political,economic,social,and technological environment;Use the Five Forces Model to conduct industry analysis;The SWOT analysis method was used to analyze the advantages,disadvantages,opportunities,and threats of customer needs for T property insurance’s public non vehicle insurance business.In response to the current situation and main problems of T Property Insurance Company’s non car insurance business marketing strategy,the 7PS theory is used to discuss the current situation of T Property Insurance Company’s non car insurance business marketing strategy from seven aspects: product strategy,channel strategy,price strategy,promotion strategy,manpower,process management,and tangible display,and analyze the main problems that exist.Using the STP theory to analyze its target market and market positioning,and combining with the development trends of society and industry,suggestions are proposed for the optimization and implementation of marketing strategies from seven perspectives: product strategy,channel strategy,price strategy,promotion strategy manpower,process management,and tangible display.