Research On The Direct Marketing Of Accident & Health Products Of Huatai Insurance Company

Due to the similarity of insurance products, and along with the continuous opening and development of insurance industry, the expanded and deepened foreign investments, nowadays the competition in the insurance industry becomes very harsh. It's the core challenge for the Chinese national insurance companies to compete with the leading worldwide foreign insurance companies, through enhancing its own core competency rapidly.However, the core competency doesn't have a fixed model, and it differs by companies, because of the respective distribution of internal sources and the various external environments. Established 10 years ago, HuaTai Insurance Company could only be recognized as a second tier local insurance company. It has the disadvantage in the quantity of distribution counters, service, products design, information process and etc. After cooperating with the foreign investor, HuaTai decided to take "Sales Channel, Property Management" as its core competency.Insurance marketing plays a very important role in the short-term Accident & Health insurance products. Direct marketing, as a new marketing tool, which is low cost, large information, instant spread and feedback and continuous service, fits well to the small insurance company, since it has comparatively much fewer agents. Channel comes first: from telemarketing, TV guided sales until online registration; it's shortened the distance between the insurance company and its customers. Not only it promotes the sales, but also builds the reputation of the company.This article concludes the solutions to regulate and solve the contradictions in law, in theory and in detailed operation, through the elaborate analysis on the selected cases of the direct marketing activities of direct marketing department of HuaTai Insurance Company in the past two years. Hope it gives the predicting suggestion to the sales increase.Also hope it provides some valuable references and experience to those small-to-medium insurance companies, to set up their sales strategy.