Research On Rural Marketing Strategy Of DZS Postal Agency Insurance Business

Agricultural insurance is an important part of the rural financial poverty alleviation system.It is a kind of "benefiting the people" insurance,which can effectively provide life,property,accident and other risk protection for low-income groups such as rural residents.With the implementation of the Rural Revitalization Strategy,the rural economy and science and technology have been developed and improved,and the demand of rural residents for insurance has been increasing.In response to the call of rural revitalization,DZS post company provides insurance services for rural areas through agency insurance business.It has achieved rapid development in recent years and has become a new growth point of postal company’s business income.DZS post accounts for nearly 80% of rural financial outlets,and its marketing strategy of agency insurance in rural market is very important.With the change of the market and the intensification of competition,the traditional marketing strategy can not adapt to the current marketing environment.There are also marketing difficulties such as low efficiency of promotion means,decline of service quality and monotonous marketing channels.Therefore,how to optimize the company’s marketing strategy based on the analysis of rural marketing environment,so as to better improve the insurance marketing performance in rural areas,which is very key for DZS post company.This paper studies the rural marketing strategy of DZS post agency insurance business.Firstly,based on the 7PS theoretical framework system,this paper analyzes the development of marketing strategy in rural areas of DZS Post’s agency insurance business,mainly from seven parts: product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy and tangible display strategy.Secondly,based on the analysis of the current situation of marketing,this paper further analyzes the internal and external environment faced by DZS Post’s agency insurance business marketing.The external environment analysis is mainly based on the analysis of the political,economic,social and technical environment,and the internal environment is mainly discussed from the two aspects of the company’s internal development resources and development ability,Then through SWOT analysis,this paper analyzes the advantages,disadvantages,opportunities and challenges of DZS postal company under the internal and external development environment.Furthermore,according to the customer orientation,the consumer market research in rural areas is carried out to find the problems existing in the company’s marketing in rural areas,which are carried out from the aspects of insurance product structure,marketing channel,service quality,promotion activities,customer management and personnel management.Finally,based on the previous research,further optimize the marketing strategy from seven aspects: product strategy optimization,price strategy optimization,channel strategy optimization,promotion strategy optimization,personnel strategy optimization,process strategy optimization and tangible display strategy optimization Establish safeguard measures for the optimization of marketing strategy from the three aspects of operation legality and compliance.