Research On The Marketing Strategy Of Directors&Officiers Liability Insurance Of DJ Property&Casualty Insurance Company

Recently,the supervision of listed companies in China has been strengthened both at home and abroad,and the directors,supervisors and executives of listed companies face unprecedented regulatory and litigation risks.In particular,the exposure of "Luckin Coffee" financial fraud incident and the promulgation of the new Securities Law in China stimulated the demand of listed enterprises to purchase directors liability insurance(hereinafter referred to as "directors liability insurance"),which made directors liability insurance become the insurance with the fastest growth rate per single average premium in 2020.The hot selling of Dong Liability Insurance also makes domestic property insurance companies focus on this "niche" product,and even some small and medium-sized property insurance companies try to focus on the layout of this product,seeking to build a new "track" for premium growth.This paper starts with the analysis of the origin and characteristics of Dong Liability Insurance products,introduces the core content of Dong Liability Insurance products in detail,and selects DJ Property Insurance Company(hereinafter referred to as "DJ Company")as a typical representative of small and medium sized property insurance companies for in-depth analysis,so as to develop a Dong Liability Insurance marketing strategy suitable for its development stage.The research is carried out along the following lines.First,the specific environmental requirements of Dong Liability Insurance products are analyzed from four perspectives: legal system,economic compensation,regulatory situation and national governance.Then,it analyzes the current market situation of Dong Liability Insurance from the aspects of market participants,changes in market conditions and competition conditions.Then,using PEST and SWOT tools,this paper analyzes the marketing environment of directors’ liability insurance and the advantages and disadvantages of directors’ liability insurance marketing of DJ Company,and puts forward the strategic thought of directors’ liability insurance marketing.Then,in accordance with the results of SWOT analysis,the target market and positioning were not defined by using STP tools and insurance financial tools,and marketing strategies were proposed according to the characteristics of the target market.Finally,safeguard measures are developed to ensure the effectiveness of the marketing strategy.The author focuses on the research of marketing strategy in the field of Dong Liability Insurance,in order to provide reference for the majority of domestic small and medium-sized property insurance companies of the same size that are in the period of transformation and development.The analysis process and conclusions of this paper have certain practical guiding significance.In the research process,theoretical analysis method,literature research method,data statistics method,comparative analysis method,interview method and other methods are adopted to analyze the current problems,and put forward solutions and schemes.