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Insurance marketing takes insurance as a special commodity
object
It is guided by consumers' demand for this special commodity and centered on meeting consumers' demand for transferring risks
Holistic marketing
Or collaborative marketing means that will
Insurance goods
Transfer to consumers to achieve
Insurance company
A series of activities for long-term business objectives.
- Chinese name
- Insurance marketing
- Characteristic point
- To insure this special product As an object
Instructions
With the deepening of China's socialist market economic system, like most commodities, the special "commodity" of insurance service has bid farewell to the shortage era and started the fierce market competition. In the past, the marketing idea that focused on "producing" and "providing" products has been unable to adapt to the changed business environment. As a brand new theory and method of management, marketing has been gradually valued by the insurance industry and introduced into this new field.
Means of operation
Marketing at a specific stage is selling effectively
Insurance service
An operational means to rapidly expand market share.
Insurance company
The ultimate goal of business is to maximize profit or
Maximization of shareholders' equity
The key is to effectively sell their own insurance services. In the case of residents' lack of insurance knowledge, weak insurance consciousness, and obvious product convergence of insurance companies, powerful marketing means are of great significance for effectively selling insurance services and rapidly expanding market share. Practice has proved, at this stage, appropriate
Marketing strategy
To awaken the public's awareness of insurance and highlight the enterprise
Personalized service
Attracting potential customers is particularly effective. One of the most convincing examples is: In 1992, when American International Assurance Company entered the Shanghai market, in order to quickly open up the market situation and expand the company's visibility and influence, it introduced a new personal marketing method of life insurance and formed a marketing team of more than 4,000 people, which achieved a miraculous effect in a short time. In 1994, 770,000 new life insurance policies were signed in Shanghai, of which 700,000 were signed by AIA.
Grand protector
Ping An "big three" accounted for only 70,000 copies, to Shanghai and even the national life insurance marketing industry and
Traditional marketing
The idea caused such a shock that other companies had to follow suit.
Strategic approach
Marketing is a strategic way for insurance companies to build a good corporate image. Marketing through
Market demand analysis
, target market positioning,
Product structure optimization
The series of links such as smooth sales channels, quality customer service and a series of strategies such as promotion, advertising, public welfare activities, can not only provide quality service to customers, but also improve the company's visibility and reputation, over time, it has shaped the company's good image and won the trust and support of the public. In the fierce market competition, a good corporate image, public trust and support is the brand, is the core competitiveness.
Strategic measure
Marketing is about finding insurance
Latent demand
Strategic measures to open up new growth space. Compared with the "all-inclusive" insurance system in developed countries, there is still a big gap in our country, and there is a huge potential demand. 2002 our country
Commercial insurance
Premium income
305.3 billion yuan, it is predicted that by 2005, China's insurance premium scale will reach 500 billion yuan. Despite the saying that "China is the last largest untapped market on earth", the competition in China's insurance industry is still extremely fierce, showing a relative oversupply situation. One of the problems reflected in this is in insurance
Effective demand
While there is fierce competition, there is still a considerable part of the potential demand has not been transformed into effective demand. So who can develop
Latent demand
Who can open up new growth space and win the rapid development of the company. Compared with traditional marketing means, marketing not only pays more attention to the use of systematic and comprehensive means, but also helps to tap potential demand, extend the tentacles of enterprises, and expand business volume. Not only that, because marketing is closer to the market, close to customers, can more fully understand the market and customer information, so it is more conducive to segmentation and accurate positioning of the market, innovation and personalization of its products and services, enhance its competitiveness. As an added bonus, a reduction in information asymmetry helps prevent it
Insurance sales
Hit the mark
Moral hazard
And inverse selection.
With the rapid expansion of the size of the insurance industry,
Personnel management
Problems such as cost and expenditure will inevitably arise. In the current situation, the progress of technology, to
Insurance industry
It brings some new solutions. In the era of increasingly mature intelligent services in the insurance industry, intelligent communication, the Internet of Things, and cloud computing have become important means of intelligent marketing.
A historic technological innovation, indicating that China's insurance industry will thus open a new era.
Since China's reform and opening up, the insurance industry has developed rapidly with an average annual growth rate of 35.08%. With state-owned insurance as the main body, Chinese and foreign insurance companies coexist.
Foreign insurance company
Competing to enter the market, a number of insurance companies competing to develop the insurance market pattern has been formed. As the pattern of the insurance industry continues to expand, the development momentum
Push forward vigorously
In turn, it also intensifies the competition in the insurance industry, and the development of many insurance companies is facing severe challenges, and the operating risks are gradually increasing. At this point, the excellent marketing ability and service level have become the realization of insurance companies
Differentiated competition
The key to winning the market.
Recently, in China finance
Customer contact center
At the summit, Guo Desheng said: The insurance industry with the rapid expansion of customer scale,
Personnel management
Problems such as cost and expenditure will inevitably arise. In the current situation, the progress of technology, to
Insurance industry
It brings some new solutions. In the era of increasingly mature intelligent services in the insurance industry, intelligent communication, the Internet of Things, and cloud computing have become important means of intelligent communication. It is true that excellent marketing tools can not only improve the quality of customer service, but also help enterprises to carry out business, when the simple "management system" needs to be transformed into a diversified "marketing software", new marketing tools play an increasingly important role in the development process of insurance companies.
Set right
Marketing concept
. Marketing concept is not only a concept, but also a way of management, is in
Buyer's market
Under the form of business success magic weapon, is
A matter of life and death
The strategic issues.
Marketing theory
Since the 1980s, it was introduced to our country, and the insurance industry began to practice in the 1990s. Many people in the insurance industry believe that insurance marketing is the salesman to "sell" the policy out; It is also believed that insurance marketing is promoted by a series of incentives, such as business competitions, honorary titles and even generous commissions
Insurance product
The sale of... Of course, sales promotion can increase directly
Premium income
But premium is not the ultimate goal of insurance marketing. The purpose of insurance marketing is to win profits for insurance companies, have a stable customer base, ensure the healthy and sustainable operation of the company, and form a virtuous cycle on the premise of providing customers with satisfactory service. The misunderstanding of the concept of insurance marketing makes the insurance companies lack the analysis and evaluation of the reality and potential customers, and it is difficult to formulate a complete and scientific long-term development strategy.
A broad sense of service must be established
Marketing view
Promote the service marketing concept to the strategic position. The broad concept of service marketing is to establish the idea that quality service runs through the whole process of product marketing and even the whole process of enterprise management. Because insurance marketing is not only the marketing of products, but also the marketing of services. Any insurance company should put the interests of customers in the first place, take customer needs as the guide, and the work has always been around the center of "customer satisfaction". Based on the broad concept of service marketing, insurance companies should establish the following systematic marketing concepts:
1.
Market segmentation
The idea. Market segmentation is the basic requirement for modern enterprises to understand the market. basis
Market segmentation
In principle, insurance companies can divide the entire market into several customer groups, that is, segmented sub-markets, according to the different characteristics of potential customers. For example, in life insurance, can be based on
Demographic factor
(gender, age, occupation, income, etc.) or regional factors (geographical location, urban and rural differences, etc.) to segment the life insurance market, on this basis, can apply differentiated market strategy selection
Target market
For the enterprise and product accurate positioning, planning the entire enterprise strategy. As far as the current situation of insurance industry in China is concerned, insurance companies should take the strategy of filling the market gap and coexisting with the existing competitors in the target market. This is because insurance is not yet involved in many aspects of social life, and at the same time, some of the markets that have been involved are not yet saturated.
2. Concept of differentiation. In terms of product and service innovation, it is necessary to base on the segmented market and take customer needs as the center, and design and development can not only meet the individual needs of specific customer groups to the maximum extent, but also explore
Latent demand
To guide customers to consume new products that conform to the changing trend of social development. Through differentiation on the one hand to provide customers with"
Tailor to suit
"Type of service, to win consumer recognition; The other side can be from intense
Homogeneous competition
Find a new way to win by surprise. From the current situation, the insurance companies need to vigorously develop the types of insurance
Liability insurance
,
Credit insurance
What needs to be improved is the existing installment housing mortgage insurance, which is generally reflected by customers with high rates
Insurance liability
Not suitable for the real needs of customers, insurance companies often through bank agents, compulsory insurance, so that customers produce
Reverse psychology
.
3.
Service concept
. In the way of service, it should also be customer-oriented, by providing high-quality, efficient, fast, accurate and distinctive services, service content standardization, service quality stabilization,
Service process
Program, professional service level, so that customers are satisfied. The insurance companies not only to clean and comfortable
Service environment
Patient and thoughtful business consulting, fully functional service facilities to attract customers, and to actively penetrate the target customer base, carry out business publicity, consulting and guidance activities, expand and stabilize the customer base, and collect market information and customer needs, to provide a basis for marketing activities. Special attention should be paid to correcting the above two deviations of "heavy pre-insurance services, light follow-up services" and "lack of insurance-related services, but excessive involvement in customer life services". In view of the modern insurance is increasingly changing from security to financial management, insurance companies must adapt their services to this change and strive to improve the quality of employees.
4.
Information concept
. We are entering.
Information society
Information has become an important strategic resource for enterprise management and development. In the U.S. in the early 1980s, more than 80 percent of companies with more than 600 employees set up information centers. In our country, because of the long-term failure to cultivate the information market, enterprises have not set up the concept of information, not only do a poor job of actively developing and utilizing information, but also the stimulus response to market information is very slow. Insurance is a service industry, it does not produce tangible products, but rely on its own services to meet people's psychological needs (i.e., security). The whole process of insurance company operation, from product development before information collection and
Market forecast
The information feedback after product sales is inseparable from information activities, and the formation process of insurance products is actually the integration process of information. Adequate and accurate information is increasingly beneficial to an enterprise
A matter of life and death
. In addition, we should vigorously use the results of information technology to integrate marketing channels and facilitate customer insurance and consultation. With the rapid development of information technology and its wide application in the business field, e-commerce is on the rise, and insurance industry appears
Online marketing
This will bring about a revolution in insurance marketing. Compared with traditional marketing methods, online marketing has many advantages, such as no need to establish a huge sales team, saving costs; Convenient for unified management and control; Efficiency is greatly improved; Not by the salesman
Exhibition industry
Limited in scope, anyone with access to the Internet can be in
Online insurance
Let's wait. Online sales is also the main development direction of insurance marketing in China.
Must strengthen
Brand awareness
Vigorously build a good corporate image and corporate culture. To steady growth and quality service through the enterprise, excellent
Enterprise culture construction
Public welfare activities and modern media means to gather the strong brand of the enterprise, vigorously shape and disseminate the good image of the enterprise in the eyes of the public, and create a vibrant and enterprising corporate culture within the enterprise, so as to enhance the core competitiveness of the enterprise and obtain the "currency vote" of the public for a long time.
Buy insurance online DIY insurance policies online
Insurance business shop has opened on the Internet, only need to click the mouse, through its sales of insurance products, understand the insurance details after filling in the relevant personal information, and then submit the order and pay the premium, you can complete the online "purchase insurance" as the purchase of other goods. Compared with traditional channels, online insurance users can actually enjoy a lot of convenience, such as online browsing the similarities and differences of various products of various insurance companies, shop around in a few minutes, and choose the most suitable products from them independently, avoiding the problem of misleading customers by sales staff in traditional channels. At the same time, insurance companies often provide customers with more favorable prices or product types that are not available offline, making online insurance more attractive. In addition to the direct purchase of insurance on the Internet, some insurance companies have also launched a new service for some of their own insurance, so that citizens can freely choose the amount of protection, which also means that citizens can directly carry out DIY insurance policies according to the budget and actual living conditions.
Current domestic
Insurance market
Although there are dozens of competitors, the market system is still not perfect.
Market regulation
Unsound, poor product and service innovation capacity,
homogenization
Product competition is fierce, and often to reduce fees as the main means of competition, differential competition has just started. Anyway,
Insurance marketing
It is still at a low level, and there are many misunderstandings in the marketing concept.
face
Effective demand
In the reality of saturation and fierce market competition, all insurance companies spare no effort to develop new products in order to win customers and occupy the market, intending to expand market share through product innovation, but they ignore the essence of insurance as a "product" - service, and the most important means of competition born in this essence - service marketing. Compared with the front-end investment in research and development, companies have made efforts in the follow-up work such as in-depth investigation of customer psychology and understanding of customers' real service needs
Pale by comparison
. It is common practice that before the insurance salesman desperately runs customers and relationships, and once the insurance policy is signed and premiums are collected, few can provide extended services, and even the salesman is nowhere to be seen, causing a strong psychological contrast of "cheated" to customers, and also leading to the poor social reputation of the insurance industry. This is often seen in the life insurance personal marketing business. In fact, the insurance company is not to provide customers with no service, but in the operation in two directions astray: one is to pay attention to the service before insurance, ignore the extension or follow-up service; The second is the lack of insurance related services, but too "extended" to the life of customers. An industry insider has personally told the author that in order to win customers, they need to help customers' children go to school and find employment, and what's more, they have to provide necessary services even for important customers' children's weddings and parents' funerals. orientation
Target market
The degree of attention is not enough
Marketing strategy
On the basis of
Market segmentation
Then select the target market from the segmented market, and gain competitive advantage through product and service innovation to differentiate. At the moment
Insurance market
In the competition, the insurance companies feel the fierce competition in the market, and try their best to diversify from business diversification (property insurance, life insurance, investment and other group operations), channel diversification (expansion of institutional network, vigorously develop agents, bank insurance, insurance, etc.).
Online marketing
Actively participate in the competition in the modernization of means (TV advertising, public welfare activities, the Internet, etc.). However, compared with a large amount of investment, it has not obtained an ideal competitive advantage. The key lies in the neglect of accurate market positioning before participating in competition.
When participating in the competition, the insurance companies lack of understanding of the competitors, lack of market research, often intuitively find which insurance benefits are good, and then develop together, tend to choose the short-term lucrative market, and do not consider the medium and long-term trends of the market, which leads to the choice of insurance companies
Target market
A lot of similarities, formed
Vicious competition
. For example, some less risky property insurance business, the rate has fallen again and again, although the customer has got benefits, but the insurance company's operating risk has increased.
Do not pay attention to shaping corporate image and building corporate culture. A famous brand is a valuable intangible asset, which can affect the psychology of consumers to a considerable extent, and has a huge role in promoting the sales of enterprise products. Corporate image is an enterprise's own business philosophy that is different from other enterprises.
Management philosophy
The concentrated embodiment of business behavior. Corporate culture is 1980s
Enterprise management thought
It is recognized as the most effective mode of business management. Corporate image and corporate culture play an important role in winning the market competition. Management scientists generally agree that
Control cost
In the enterprise management has retreated to a secondary position, the first thing is whether the enterprise can enter the market with a perfect image, win the public's good impression, and win the public's lasting"
Money ballot
". In insurance, the financial services industry, for a long time, people
Brand awareness
It is relatively weak, and has not paid enough attention to the corporate image and corporate culture. Only in recent years, due to the diversification of business entities and the increasingly fierce competition, some companies have begun to focus on shaping their own brand and corporate image.
Go astray
In the fierce market competition, in order to increase business volume, many insurance salesmen take the most straightforward method is "relationship". They try every means to find rights organizations, relatives and friends who have relations with customers, and win business through "network". Even some insurance companies in order to win large customers, quality customers, do not hesitate to take the method of inviting customers to give gifts or give high rebates, and even the so-called solution to customers' "worries", such as the above mentioned arrangements for customers' children to study and employment. This not only consumes too much human, material and financial resources of the insurance company, but also endangers the standard management of the insurance company, breeding and encouraging the bad insurance marketing model.
Procedure step diagram of insurance marketing
Book title: Insurance Marketing
Author: Li Bing
Publisher:
China Finance Press
Published: January 2010
Folio: 16
Pricing: 31.00 yuan
Insurance Marketing closely combines the knowledge points of insurance marketing with the tasks in marketing activities, and systematically and pertinently designs project-based courses. The book is divided into six items, which are compilation
Insurance goods
Marketing plan
Insurance marketing skills training, insurance marketing business innovation,
Customer relationship management
, written by
Insurance contract
Insurance marketing
Public relations management
And performance management. The practical training modules of each project include task objectives and requirements, task scenarios, training steps, background knowledge, and ability training, and train students to master basic working procedures and practical handling methods in the way of actual combat exercises. Students can be familiar with the professional knowledge of insurance marketing in the game-like training, master the secret of insurance marketing, improve their hands-on ability and enhance
Team consciousness
And work confidence.
Item 1 Preparation of insurance commodities
Marketing plan
Task 1 Investigate the insurance market environment
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task 2 Investigate insurance market demand
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task three: Investigate the types of insurance goods
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task 4 Preparing insurance product marketing plan
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Project 2 Insurance marketing skills training
Task one responds to customer rejection
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task 2 Formulating insurance marketing strategy
I. Mission day and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task 3 Familiar with the insurance business process
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task IV Preparation of insurance proposals
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task 5 Fill in
Insurance document
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Project 3 Insurance marketing business innovation
Task 1 Insurance marketing related website survey
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task 2 Investigation of the means of insurance investment and financing
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task three e-business simulation
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task four Insurance marketing creativity
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task 1 Customer investigation and analysis
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task 2 Manage customer information
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Task three consolidation and maintenance
Customer relationship
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
I. Mission objectives and requirements
Second, the task situation
3. Training steps
4. Background knowledge
5. Ability training
Project 5 Preparation of insurance contract
Main reference
...
The development of insurance companies, in addition to its good management, but also rely on the company's high-quality products. Measuring whether the success of the product is mainly reflected in the sales factors of the product, then how to fight the sales war of the product? How to increase the market share of enterprises?
Develop new marketing skills
Enterprises should realize the importance of the market and should set up a special one
Marketing DIVISION
. Specializing in market analysis and market research. Collect timely product data, find ways to enter the relevant market, first
Regional market
Then to the domestic market, and finally into the international market, effective product sales.
Enterprises should learn to find more potential customers in the new market. A long time ago, computers were generally sold to some scientific research institutions and schools, and they would not consider entering personal families at all. However, with the development of science and technology, the popularity rate of computers is getting higher and higher, and ordinary people begin to use computers at home, and potential customers have become actual customers.
Multi-channel sales model skills
The sale of products by enterprises should not be single
Channel sales
Enterprises should take multiple channels to sell products, before, wineries will produce wine to dealers to sell, and later found that this single channel can not better solve the problem of product sales, so vintners began to look for new sales channels, that is, the emergence of vintners directly set up wine stores, The wine is sold directly to consumers, and the wine is also sold directly to some restaurants, hotels. This is an obvious way to adopt a multi-channel sales model.
The product development strategy of the enterprise needs a certain basis of technology, capital and cost, but in the product development, we must first have a thorough understanding of the needs of the market and understand the needs of customers, and the development should be to meet the needs of customers. A product development strategy requires a certain degree of innovation, requiring enterprises to have a certain degree of innovation ability, enterprises can well explore new things, innovative enterprises are enterprises with development potential, new product development strategy can well improve the competitiveness and adaptability of enterprises, which also requires enterprises to find new markets at a high cost. Especially for those new markets that are growing are more favorable for businesses.
