Research On The Marketing Strategy Optimization Of Auto Insurance Business Of Ping An General Insurance Heilongjiang Branch

With the continuous improvement of people’s living standards and quality,cars are rapidly becoming popular into people’s homes.The increase in car ownership has led to the rapid growth of vehicle insurance business in China.However,due to the fierce competition in the industry,certain long-standing and deep-rooted conflicts remain unmitigated.Since September 2020,China has been promoting a comprehensive reform of motor vehicle insurance,aiming to provide auto insurance consumers with more standardized and abundant auto insurance products and services.At the same time,in the current era of digital economy under the background of "Internet+",it has a profound impact on the development of marketing transformation of insurance companies.The vehicle insurance business of Ping An General Insurance Heilongjiang Branch ranked second in the market share of auto insurance in Heilongjiang Province,But with the increasing competition in the market and the current marketing strategy not fully adapting to the changing needs of customers,the development of the company’s vehicle insurance business is facing many problems.The company must combine its own situation and the current development trend,further improve the market research,adjust the marketing model,and improve its competitiveness.The paper takes the auto insurance business of Ping An General Insurance Heilongjiang Branch as the research object.After combing through the relevant literature and theories,firstly,using PEST analysis,Porter’s five forces model and SWOT analysis to identify the opportunities,threats and challenges faced by the company’s auto insurance business in terms of macro environment,auto insurance business operation,and marketing strategies of the company’s auto insurance business;secondly,through data analysis,interviews and questionnaires,the company understood the current situation of the company’s auto insurance business marketing and found out the problems existing in it.The results showed that: the company’s auto insurance products lack new business growth points,product pricing ability needs to be improved,the layout of marketing channels is not perfect,the marketing model technology innovation is not used enough,the marketing publicity accuracy is lacking,and customer satisfaction needs to be strengthened;again,using the 4P and 4D marketing theories,we explore the innovative auto insurance business marketing model from the perspective of auto insurance product operation and consumer experience demand respectively,and make suggestions for the optimization of the company’s marketing strategy;finally,we propose feasible and valuable optimization measures from various aspects such as corporate culture,information technology,personnel matching and after-sales service,which provide certain reference and learning for the company to accelerate the pace of transformation and upgrading,change the product marketing mode,sustainable and steady development.