| In recent years,China’s economy has developed rapidly,people’s income has been increasing,and their family property has also increased year by year,but at the same time,the loss of family property caused by various accidents has also increased.Family property insurance,as an important measure of family property security,has been in a tepid state in China,and residents have insufficient awareness of family property security.For example,in 2020,a fire occurred in Jiazhou Garden,Chongqing,and more than 60 owners suffered property losses,amounting to 3.741 million yuan.In 2014,the State Council issued Several Opinions on Accelerating the Development of Modern Insurance Service Industry,which required to improve the insurance economic compensation mechanism,increase the participation in disaster relief,and incorporate insurance into the disaster prevention and rescue system,which greatly promoted the development of the insurance industry.In 2017,the General Office of the Chongqing Municipal People’s Government issued the Opinions on the Implementation of Catastrophe Insurance.Since then,the Chongqing catastrophe insurance system has been piloted and gradually popularized throughout the region,further increasing the ability of the society to resist disasters.The implementation of the catastrophe insurance system in Chongqing has further stimulated the public’s demand for family property insurance,but also put forward higher requirements for family property insurance.Therefore,how to optimize the marketing strategy of property insurance is an important topic that H Property Insurance Chongqing Branch needs to continue to study.This paper takes the marketing strategy of family property insurance of Chongqing Branch of H Property and Casualty Insurance Co.,Ltd.as the research object.Based on the background of the catastrophe insurance system in Chongqing,it first expounds the research background,research significance,and research ideas and methods of this paper,laying a foundation for the follow-up research.Secondly,it analyzes the catastrophe insurance system and the current situation of the home property insurance market in Chongqing,sums up the existing problems of the home property insurance marketing strategy of the Chongqing Branch of H Property and Casualty Insurance by combining the questionnaire survey,and uses the binary logistic regression to carry out a quantitative analysis of 13 sub-factors such as product design,combination mode,premium rate,differentiated marketing,publicity and purchase channels,providing a quantitative reference for the strategy optimization in the following text.Thirdly,PEST,SWOT and other analysis tools are used to analyze the macro-environment,micro-environment,internal strengths and weaknesses,external opportunities and risks,and the marketing environment of property and casualty insurance under the catastrophe insurance system,so as to provide direction for subsequent optimization suggestions and safeguard measures.Then,based on the marketing 4P theory and the questionnaire data,four sub-factors,namely product,price,channel and promotion,are selected to provide reference for the subsequent strategy optimization.Finally,based on the analysis of marketing environment and quantitative reference,this paper puts forward optimization suggestions for H P&C’s marketing strategy,that is,optimize the existing portfolio in products and increase innovation according to demand;Lower the premium rate and optimize the pricing mechanism;In terms of channels,properly develop insurance agents to improve the coverage and depth of products,improve network channels and give full play to the advantages of agencies;In terms of publicity and promotion,we should enrich the scope and form of publicity,strengthen the management of personnel quality,and put forward guarantee suggestions from four aspects: organizational structure,human resources,incentive and management system,and financial management. |
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