Marketing Model Optimization Research On R Insurance Company Short Term Export Credit Insurance

With the development of China’s market economy,Insurance market is gradually opening up.In recent years,the insurance industry developed with a rapid positive speed.Short-term export credit insurance business is the use of the insurance company to assume the financial liability of a kind of insurance products in accordance with the agreed conditions of overdue debt losses occur on credit sales of goods or services,Its main function is to protect the security of corporate accounts receivable.The principle is to ensure that the responsibility of the debtor transferred to the insurer.Short-term export credit insurance market can reduce transaction costs and improve the operating efficiency of the market economy.It plays an active role in raising the level of enterprise credit management and operational performance and ensure stable cash flow and so on.A long history of development in foreign credit insurance business is relatively mature,but still emerging in our business,the breadth and depth is not very satisfactory.With the advance of economic globalization,domestic and international economic environment has undergone significant changes,companies began to realize recognition and short-term export credit insurance products,domestic credit insurance business has entered a stage of rapid development.As the the largest property insurance company in domestic,R Insurance Company entrusted by the State Council exclusive short-term export credit insurance.R Insurance companies alone separated export credit insurance sector to establish China Export Credit Insurance Company in 2001,Then R Insurance company suspended run credit insurance products until January 2013,completed in 2015 premium income of 286 million,the growth rate reached 46.29%.In this paper,R Insurance company’s short-term export credit insurance business was regarded as the research object,through the full analysis of the domestic economic situation,export environment and the needs of enterprises,the comparative analysis between the inner potential competitors in the industry and the full reference of the international “peer”,there are several problems such as difficult for customers to discover,limited marketing channels,inadequate marketing,services lag,high indemnity risk exists in the R insurance company marketing model.To deal with these problems,this paper raise several suggestions on the marketing strategy such as build customer quantitative criteria,customized insurance products diversification,actively optimize promotions,expand marketing channels,and optimize customer service system,establish scientific evaluation system.Through the systematic analysis of R Insurance companies marketing channel characteristics,current situation,problems and development trend,raise the constructive suggestions to optimize marketing management,so as to enhance the short-term export credit insurance marketing channel quality,Short-term export credit insurance export enterprises in image reconstruction and how to win the trust of customers play a guiding role.First find the way to R insurance company to discover short-term export credit insurance customers,help the export enterprise to avoid the risk of foreign trade;the second is through the optimization of marketing mode,increase business scale of R insurance company short-term export credit insurance;Third,with examples R insurance company,to explore the future direction of short-term export credit insurance,provide helpful insight through present their views and proposals to the development of short-term export credit insurance.