Research On Marketing Strategy Of County Branch Of R Property Insurance Company

With the change of China's economic development,the center of economic growth began to transfer from central cities to county-level regions.The degree of competition in the insurance market in these areas is relatively less fierce than that in the downtown area,which is the blue ocean region for the future mid-and long-term development of insurance companies.After decades of development,R property insurance company has preliminarily established its rural marketing system.However,its current rural insurance marketing strategies still have many areas to be improved,such as lagging insurance marketing measures,aging marketing team,service quality still needs to be improved,and single marketing channels.In order to stabilize the company's position in the industry,it has become one of the important topics for the company's operation and development to build a rural insurance marketing strategy in line with the reality of R property insurance company.This paper will from the overall operation of R property insurance companies,in-depth analysis of R property insurance company's macro environment,micro environment and SWOT analysis,through the survey of S county property insurance market,academic frontier theory for reference,put forward the R property insurance company in the marketing strategy of optimization scheme as follows:1.To establish a scientific and effective county business model,to further improve the county sub-branch of organizational structure,clear positioning function.To build a scientific business acquisition model,accelerate the promotion of county development capacity.2.Science and technology can enhance the ability of county operation and development.In the face of the current situation of wide county business area,low input-output ratio and insufficient professional ability,technology enabling is the key to improve the sales efficiency and management level of county branch companies,and it is necessary to make innovative use of mobile sales tools.3.Construct the county channel layout that supports the business acquisition mode.In the face of the low sales efficiency in the county,improving the channel layout and strengthening the channel construction is an important starting point to improve the sales ability.According to the acquisition mode of auto insurance business,the county channel layout should be deduced.According to the needs of channel layout,strengthen channel construction and implement the management mechanism of auto insurance sales process.According to the acquisition mode of non-auto insurance business,the layout of non-auto insurance channels should be deduced,and the market segments of non-auto insurance should be connected,so as to ensure the source protection and the separation of forces and the implementation of special channel management.4.It is to increase the input of county branch company resources to ensure the first-line development needs of grassroots.In terms of human resources,it is necessary to establish a human resource management system for county branch companies in accordance with the operating norms of the county,promulgation of human resource management measures for county branch companies,and improvement of the systems of grade management,employment management,salary management,employee incentive and performance evaluation for county branch companies.5.Strengthen the infrastructure construction of county branches.County branches are not only an important carrier for the company to serve customers,but also an important window to show the company's image.Want to perfect rural service station layout.To strengthen equipment and vehicle configuration.6.Improve the growth plan of the county branch company and the retirement plan of the branch company manager.To consummate the county sub-branch of team members and reserve personnel selection and appointment of exercise,rotational communication,training,evaluation incentive management system,strengthen grass-roots leadership team,equipped with selection with strong grass-roots group,optimize the structure of grassroots cadres,sustained county branch team members training in rotation plan,team members across regions,strengthen county branch of communication and communication up and down,resulting in the omni-directional exercise cadres at the grass-roots level.7.It is the fundamental guarantee to build a strong support platform for county branch companies,build a strong support platform and guarantee mechanism,call for fire from the front line,and improve grassroots professional ability and market competitiveness.8.Build a service platform to support county branch companies to improve their service capabilities.The effective way to break county price competition is to implement service competition.9.Strengthen county brand building and implement differentiated market competition strategy.