Research On Services Marketing Strategy Of DingHe Insurance

With the continuous development of social economy,the economy of the new era is gradually transformed into a service economy,and the financial industry is no exception.The competition in the financial industry is no longer simply the competition between enterprises in terms of scale and performance,but more emphasis is placed on the diversified and systematic market competition of service level.With the change of service competition and the supply and demand position in the buyer's market,the establishment of a customer-centered and market-oriented service marketing system has become particularly important.As an important part of the financial market,commercial insurance plays an increasingly important role in the development of social economy.Insurance product is an invisible commodity,which embodies a kind of credit and commitment.In the eyes of consumers,a good insurance product means a good service.In this era when customer experience is paramount,insurance companies can only provide accurate and differentiated marketing services to consumers by accurately grasping and analyzing the needs of consumers.Ding He Property Insurance Co.,Ltd.(hereinafter referred to as " Dinghe Insurance")was officially opened as a national property insurance company in May 2008.Since its establishment,Dinghe Insurance has maintained a good momentum of sustained and healthy development.Its assets and premium scale have increased rapidly and its operating efficiency has improved continuously.However,at the same time,the development of Dinghe Insurance also faces such problems as insufficient claim settlement services,low customer satisfaction and low brand awareness.The purpose of this paper is to study the service marketing mode of Dinghe Insurance.By using multidisciplinary knowledge to analyze the competition in China's insurance market,focusing on the service marketing of the insurance industry,the paper establishes a service quality gap model to analyze the current service marketing system of Dinghe Insurance,finds out the gap between the service level that Dinghe Insurance can provide and the service level that customers expect,and puts forward improvement measures.Based on the analysis of the existing problems and causes in Dinghe insurance marketing strategy,this paper puts forward the overall marketing strategy solutions and implementation safeguard measures.It is of great theoretical and practical significance for Dinghe Insurance and even other small and medium-sized insurance companies to establish a services marketing system.