| W Company of China, as China's first joint-stock insurance company, has developed into an integrated, compact and diverse financial services group, combining insurance, banking, investment and other financial services. Due to its outstanding performance in the specific field, W Company became a leader and ranked 466 in "Global 00 strong" of Forbes in 2010.Accident and Health Insurance, short for Personal Accident Insurance and Health Insurance, is a new insurance produced by W Company. The birth of Accident and Health Insurance, will become an important means of risk management in modern economy and society, an indispensable part of the social security system and an important market mechanism of the government to improve management efficiency. It is expected that Accident and Health Insurance in China will enjoy a great development. In this paper, "structured questionnaire" is used, that is, investigators talk with the clients face to face to collect data and use Logistic regression model to do analysis. Knowing urban households in China's understanding of insurance and risk management strategies, analyzing, comparing and dividing the targets according to their ages, education level, health condition, work, family per capita income, savings, housing conditions, the risk of disease status of family members in the last three years and the experience of buying insurance so as to find the targets.The business characteristics of Accident and Health Insurance as a starting point, this paper will make a deep analysis of long delay of the report and high fees from the existence of IBNR, delayed data of the report and the loss ratio of expiration of policy, single policy rates, financial accounts and other aspects to put forward the overall plan of promoting Accident and Health program. In the sales cycle, we will use car dealers, electronic marketing, integrated extension, direct sales and other ways of marketing; in brand publicity, the product packaging that integrate stylish mobile phone network, traditional media with high-end network will be adapted; in product design, a single product combined with package one will be used. On this basis, the back-up plan for the amendment of product promotion after market has been designed.According to Accident and Health Insurance flagship products, that is, the growth engine, the auto accident product, overseas product and construction engineering insurance, this paper has designed the promotion program for each product and developed a series of underwriting strategy to build the product risk models in attempt to improve the product evaluation system of the assisted rate of factor. Besides, underwriting knowledge base has been constructed to scan risks in a multi-dimensional way, strengthen the monitoring of the monthly management, promote the construction of underwriting and improve the rules engine. Great efforts will be made to liberate human underwriting, strengthen the functions of central operations, improve underwriting efficiency and maximize resource sharing.Finally, this paper has made a detailed analysis of the expected results of projects promotion. Through summary and analysis of a series of indicators, we can see that Accident and Health Insurance in China enjoys a good prospect for development. |
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