Study Of Chain Stores Marketing Strategy Of Huaxin Insurance

With the gradual lifting of the domestic insurance market, the competition between the insurance industries becomes increasingly fierce from floating on the surface of the original simple dispute services, public relations battle, quickly turns to a comprehensive three-dimensional depth competition. In that case, marketing, innovation and transformation model for the transformation of insurance companies is essential.Domestic insurance companies in order to get rid of the shackles of insurance intermediaries to meet the challenges of foreign insurance companies begin to introduce advanced foreign insurance marketing. Huaxin insurance is the first property marketing model of chain stores into the Chinese insurance market. However, the innovative marketing model of Huaxin insurance in the implementation process is not so smooth. Huaxin insurance faces problems in selling products due to a series of reasons. For example, clerk of chain store hardly uses sales techniques or methods or has poor service attitude because of the lack of systematic training; staff is not enthusiastic about the work with the absence of an appropriate incentive mechanism; products are not significantly better than other products as a result of the high degree of homogeneity. These difficulties are all due to the misfit of the model of chain store and marketing strategy in Huaxin.In that case, this paper makes the marketing strategy fit for the model of chain store sales based on the analysis of the internal and external environment when Huaxin insurance applied the model of chain store. This article analyzes the environmental factors, such as the insurance market macroeconomic, market, policy and so on, discusses the competitive environment and the customer environment of the company, and finally considers the company's internal environment. The marketing strategy fit for the model of chain store sales is developed on the basis of above analyses. The main aim is to help the company to reverse the passive situation, and meanwhile promote thinking of innovative marketing model for domestic insurance marketing through the development of marketing strategy of Huaxin insurance.