Insurance Services Marketing Management

The economy in the 21st century is the economy of service. Though manufacturing industry is still regarded as the basic industry, economic center slopes to the service industry. With the constant development of the world economy, the status of service industry in one country's economic activities is much more important than before. The insurance industry, as the inevitable component of the financial service industry, has played an important role in economic life. Because of extremely rich in developing potential, the lastingly and deeply development of the insurance industry is paid attention by international insurance giants. At the same time, the competitions on the insurance market become fierce, which is the inevitable outcomes of the market economy. Under the mode of service economy, insurance industry's focus of competition must change from the competition of products to the competition of service. And it is important that to improve service quality for insurance companies to survive and strengthen the market shares. As the main players of the insurance market, the insurance companies could gain the competitive advantages for a long time by launching the service innovation and improving the service quality constantly.The advanced products are no doubt important to the insurance companies to win a leading position in the competitions. However, in the cases of products of a very limited distinguish-degree in insurance market, the competition of the products between the insurance companies is great limited both in price and content perspectives. The nature of insurance is to determine that the service is the life of insurance industry. And the service is the effective weapon of competitions. Just based on the understanding of the importance of service idea to insurance industry, a lot of companies exert the utmost efforts to launch the new marketing action and to advance the marketing system to the mutil-dimensional and networked service marketing system. The great changes have also taken place in the traditional marketing ideas of insurance enterprises. And the consciousness of service-innovation and customers-orientation permeate among the marketing management of the insurance companies. At the beginning of the paper, emphasizes the important position of the marketing in insurance service. After introducing the function of marketing in the field of whole financial service briefly, make a detailed analysis of the nature, characteristic and the components of insurance service marketing.Chapter two is the literature review, reviews the developing stages and the main thoughts of the marketing theories in insurance industry. Then, the idea of creating utmost value for customers is to go on deeper discussed, which is the key thought of modern insurance marketing tactics discussed in the following parts of this paper..In chapter three, every factor of the marketing chance to insurance service marketing management has been analyzed. At first, the basic frame of analysis is introduced, which is composed of four parts: marketing environments, consumer behaviors, target markets and competitive advantages. In the marketing environmental analysis, have analyzed the influence of the marketing environment from the macro-environments and micro-environments respectively. And then, in the consumer behaviors part, have a detailed analysis of the consumers' demanding types, insuring intentions, consumers types, the main influencing factors and consumers' decision-making process. In the analysis on target markets, emphasizes the market segments and the choosing of the target market. Finally, in the analysis of the competition advantages, proposes a new idea of the reconstruction of value--chain under the condition of service economy. Though the methods of changing the value--chain directions, shrinking value --chain, integrating value--chain, virtualization of value—chain, the insurance companies could get a new adaptive way of value-creation. In chapter four, the innovative marke...