| While the implementation of rural revitalization strategy has brought a momentous development opportunity for hog insurance,insurance companies have gradually changed from simply providing hog risk protection in the past to specialization and refinement.Under such context,although hog insurance has now been the focus of academic attention,there were relatively few studies related to how insurance companies can improve their marketing strategies since most studies focused on the insurance at the government and farmers’ level.However,facing the double pressure of increasing competition and business transformation,the success of marketing link is crucial to the development of hog insurance for insurance companies,while the change of marketing strategies is inseparable from the smooth implementation of the marketing link,which makes how to optimize the marketing strategies of hog insurance an urgent problem for insurance companies.Under this background,the current situation of hog insurance marketing of Ping An Property & Casualty Insurance Company of China,Ltd.in X City was firstly introduced in this study based on the theories of PEST,11 Ps and customer satisfaction.Secondly,analyze the external and competitive environment of Ping An Property & Casualty Insurance Company of China,Ltd.in X City,and construct a SWOT analysis model.Then,the marketing problems of hog insurance were analyzed from the perspective of customer satisfaction through a questionnaire survey of 190 hog farmers in X City.Next,interviews were conducted with six employees to uncover the causes of the marketing problems.At last,the optimization plan for hog insurance marketing strategies of this company in X City was expounded from seven aspects such as target market,products,channels,government power,promotion and publicity,service capability and team building,together with guarantee measures proposed from three aspects such as organization,culture and information.It was found that there were both favorable and unfavorable conditions as well as opportunities and challenges in the development of hog insurance marketing for Ping An Property & Casualty Insurance Company of China,Ltd.in X City.In addition,there were also problems in the marketing of hog insurance Ping An Property & Casualty Insurance Company of China,Ltd.in X City,such as decreasing market share,serious homogenization of products,immature channel marketing system,shortcomings in government relations,single promotion method,cumbersome service process,and lack of professional talents.Depending on the findings of the research,the following improvement suggestions were put forward: carrying out a good job of market structure analysis for target customer selection and market positioning;enriching insurance types to extend the coverage;standardizing the layout of three rural outlets to strengthen network marketing;actively participating in government activities and promoting cooperation with industry associations;carrying out a good job in advertising and promotion with technological tools for publicity linkage;standardizing the underwriting process and improving claims efficiency to enhance catastrophe claims management;and introducing professional talents and clarifying team responsibilities.As such,this research is favorable to the sustainable development of hog insurance business of Ping An Property & Casualty Insurance Company of China,Ltd.in X City,and also has intrusive effect on insurance companies that have started or intend to start hog insurance. |
