The Research On Marketing Mode Of Property Insurance Based On Customer Value

Property insurance makes great development in China since it was reintroduced in 1980. However, many problems in this industry hinder its healthy development like unbalanced market positioning, unitary sales channel, identical product/service, vicious competition etc. The reasons are supposed to be the separation of traditional marketing mode from the real market. Therefore, the renovation of marketing mode is required.Current market of property insurance has two significant changes-severer competition and more mature and rational customers. To meet these changes and gain competitive advantage, property insurance companies should be customer-oriented and create more outstanding customer value. In this paper the marketing mode based on customer value is introduced to China's property insurance industry. Constructive suggestions in the three stages-value choosing, value offering and value communication are given on how to create and offer outstanding excellent customer value. Meanwhile a real case is introduced to prove the feasibility and solutions are given for the problems during its popularization.With the theory analysis combined with case study the implementation of value marketing mode is proved to be feasible to take the property insurance out of dilemma.