| China has launched a pilot program for micro-insurance since 2008. Micro-insurance has being developed quickly in rural area and it plays a significant role in promoting the economic development of rural area, but the development time of micro-insurance is still short, the commitment of resources to micro-life-insurance and system research are insufficient, micro-insurance market system is not perfect. Currently, micro-life-insurance in China has the following problems:lack of insurance forms, and channels as well as high premium, besides, the promotion is disorderly. This article focuses on the micro-life-insurance marketing strategy, according to the characteristics of micro-life-insurance, and find out the existing problems of micro-life-insurance marketing strategy, then proposes the solution measures, so as to promote the better and faster development of micro-life-insurance.The paper is divided into three parts:The first part is the introduction. This section includes research background, purpose, significance, review, and the research content as well as the research methods.The second part analyzes the current situation of the micro-insurance marketing strategy. Based on the foreign research of micro-life-insurance, this part analyzes the development background, concept and characteristics of micro-life-insurance. The SWOT theory has also been used in the analysis of micro-life-insurance, the conclusion is that there are many problems in product, price, place and promotion. It is necessary to make further research of micro-life-insurance strategy.The third part analyzes product, price, place and promotion strategy comprehensively. According to the existing strategy problems listed below, this part puts forward some effective improvement measures.Firstly, the existing problems of product strategy. The main problem is the insufficient usage of product innovation strategy and non-technical strategy which the lack of cause insurance kind. According to the problems, this paper puts forward suggestions on improvement:the products innovation, correct usage of non-technical strategy, and development of new micro-life-insurance based on the adaptation of the rural folk customs.Secondly, the existing problems of price strategy. The main problems are high premium rate of micro-life-insurance and disorder poundage. According to the problems, this paper puts forward suggestions:we can simplify business process and reduce the management cost. At the meantime, we can control sales cost, and reasonable commission and poundage. Then we should promote development continually to realize the scale effect.Thirdly, the existing problems of place strategy. According to the rural living dispersed characteristics, direct marketing channel is not suitable for its development, and indirect marketing channel development is insufficient. In view of the above question, this paper puts forward improvement suggestions:on one hand, the existing marketing channel should be slandered to make insurance intermediary market develop healthily. On the other hand, we should expand new micro-life-insurance channels, develop micro-insurance by service network of new rural cooperate medical insurance and new rural cooperate annuity insurance.Finally, the existing problems of promotion strategy have been mentioned. The main problems are as following: the first problem is the phenomenon of misguiding policy-holder. The second problem is the weak public relations; the third problem is the application of promotion strategy in rural areas is not that flexible. In view of the above question, this paper puts forward improvement suggestions:strengthening the marketing management in rural areas and improve the public image of insurance industry. Also, we have to propagate the insurance to rural consumers.This major features and innovation lies in:(1) From the perspective of the marketing strategy, this paper researches product strategy, price strategy, place strategy and promotion strategy of rural micro-life-insurance comprehensively and the research angle is fairly new; (2) In combination with actual development of micro-insurance and actual circumstance of rural area, this paper makes further research of the 4Ps marketing strategy, and combines theory with actual circumstance more closely. Suggestions are practical and applied. |
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