The Research Of Agricultural Insurance Marketing Strategy Of XX Insurance Company Liaocheng Branch

Our country is agricultural country, with the influence of natural disasters, such as bad climate, plant diseases and insect pests, agriculture is becoming one of the most risky industries. As one of the four pillars of sustainable development of modern agriculture industry, agricultural insurance has a significant meaning for preventing and dissolving agricultural production risk, stabilizing farmer’s income, implementing national food security strategy and perfecting rural support and protection system.At present, agricultural insurance market has a good development prospect. The Party Central Committee and the State Council pay high attention on the development of agricultural insurance, for many years, the central NO.1 file has made important arrangement on agricultural insurance, meanwhile, with the modernization of rural industry and the accelerating of the new rural construction, the demand of various aspects of insurance which brought by agricultural and rural development is growing rapidly. In addition, recent years farmer’s income, market consciousness and risk consciousness have been greatly improved which also provides broad prospect for agricultural insurance. Insurance companies should seize this opportunity, strengthen crisis consciousness and take the agricultural insurance as an event. To solve a series of marketing strategy problems, such as excessively rely on the government’s promotion, backwardness of the marketing idea, lack of innovation of insurance categories and the marketing channel is not diversified enough, insurance companies need to intensify propaganda, broaden marketing channels, improve marketing service, adjust and perfect the existing marketing strategy, so as to expand market share, seize the rural insurance market development opportunities.This paper is divided into five chapters. The first chapter is the introduction, which illustrates the research background, purpose, methods, significance, contents and the basic framework. At the same time, it also introduces the connotation of agricultural insurance,theories related to insurance marketing and agricultural insurance to provide theoretical support for further research. The second part is the analysis of agricultural insurance marketing environment of XX insurance company Liaocheng branch. It firstly introduces the company, and then analyzes the internal and external marketing environment of this company’s agricultural insurance by using PEST analysis and Porter five models. Lastly, it uses SWOT methods to analyze the company’s agricultural insurance marketing environment from four aspects: strengths, weakness, opportunities and threats. In the third chapter, it mainly analyzes the company’s agricultural insurance marketing strategy. At the beginning,it uses STP method to analyze its agricultural insurance target market strategy, and gets the conclusion that the company should adopt differential target market strategy and positioningits role on the market leader. Afterwards, it separately gives deep analysis from product strategy, price strategy, channel strategy and promotion strategy. It put forward ways to optimize the existing products and promote characteristic product optimization scheme from the product strategy; from the price strategy, it proposes the preferential price policy and the differentiated pricing strategy; on channel strategy, it put the company should improve the construction of basic service agencies, consolidate agent sale system, develop telephone sales and online sales model. From the perspective of promotion strategy, it analyzes advertising promotion, public relations promotion, personnel promotion and sales promotion, etc. in detail. In the fourth chapter, it pays special attention on the implementation of the company’s agricultural insurance marketing strategy, and provides several suggestions from the aspects of strengthening marketing concept, optimizing processes, improving service and emphasizing on performance appraisal. In the end is the conclusion.This paper is not only helps to tap agricultural insurance market potential for XX insurance company Liaocheng branch, enhance agricultural insurance management capability and profitability, expand rural insurance market share but also has a reference for the sustainable and stable development of agricultural insurance industry.