A Study Of The Impacts Of Word-Of-Mouth Marketing In The Insurance Industry

Word-of-mouth (WOM) exist before commodity economy, and very important effective cheap method for marketing. Base on the research of previous scholar and be line in the marketing -theory to analyse WOM . The WOM is a combination of products , service and diffuseness. Products and service are the basic of the diffuseness. The WOM is not only the result of marketing ,but also the finally target. The WOM research framework include sourcing, broadcaster, broadcast pole, accepter, is a circulating system, not the straight line one-way dissemination. Thereunder the WOM frame , analyse the insurance WOM, work out the WOM framework of the insurance. Because of the special and profession of the insurance product, the insurance agent is to sell a member, is also an opinion leader,so the agent is the first service object of the insurance company. The advertisement of insurance company in response to more concern appearance. The public relations is very important for insurance company developing.The Shenzhen TPlife company is as the example to argument. The Tplife company is return insurance company, face to the situation of China , make use of product difference , improve business process, make use of IT means to build up a various feedback outlet, create the base of the WOM. and was also another important aspect which creates the WOM to the quest of insurance agent system.The study result enunciation the WOM is also adapt to the insurance. And the study is the theory foundation for the insurance company how to use the WOM tool. Insurance company in response to put more energies in service and product design, adopt vivid measure according to the variety of market, create and promote the WOM. In the meantime build up a vivid various feedback outlet, control with the marketing effect of the WOM, and improve it,remove a negative WOM in time.