Research On Marketing Strategy Of L Insurance Company Agricultural Insurance Under The Background Of Rural Revitalization

In 2013,the CPC Central Committee innovatively put forward the idea of‘targeted poverty alleviation.’ By the end of 2018,targeted poverty alleviation had achieved phased progress.In February 2022,China entered the implementation stage of comprehensively promoting the rural revitalization strategy.Forces from all sectors of society have actively carried out poverty alleviation projects under the call of the Party and the government,taking advantage,shouldering social responsibilities,and contributing to rural revitalization.Insurance is not only an important part of the financial industry but also a basic way of risk management;insurance plays an important role in economic growth,social governance,and other aspects,so it also plays a significant role in promoting the rural revitalization strategy.In 2018,China Banking and Insurance Regulatory Commission also designated and issued Opinions on Insurance Industry’s Support for Poverty Alleviation in Deeply Impoverished Areas,hoping that all insurance companies could develop innovatively and promote the continued implementation of rural revitalization.As a special insurance product,agricultural insurance has excellent support from governments.Agrarian insurance has ample space for development in China.Many insurance companies have begun to sell agrarian insurance in the market,and L Insurance Company also entered the farm insurance market in 2018.In this context,this paper takes the agricultural insurance of L Insurance Company as the research object,conducts a detailed study on its marketing strategy,and explores the marketing status quo,existing problems,and future development direction of the agricultural insurance of L Insurance Company.The main contents of this paper are as follows: firstly,introducing the marketing status quo of agricultural insurance of L Insurance Company.Secondly,find out the problems of the agrarian insurance product system,marketing channels,and team management of L insurance company;thirdly,analyze the macro environment of L insurance company with PEST and use SWOT analysis to analyze the company’s marketing environment from the four dimensions of advantages,disadvantages,opportunities,and challenges.Lastly,from the product,price,channel,and promotion,four aspects of the corresponding marketing strategy establish the implementation of the guarantee system.The research result of this paper is that L insurance company has good external environmental support,including government policy support and the improvement of farmers’ living standards.Therefore,this study is helpful for L insurance companies to develop agricultural insurance rapidly and occupy the market share of agricultural insurance.At the same time,it has a specific promotion and significance for the marketing strategy of the parent company in agricultural insurance.