Study On The Marketing Strategy For CNinsure Inc.

The insurance industry is an important industry in national economic development. As the scale of the national insurance industry to further expand and all open, the domestic insurance market competition will become more complex. In the insurance industry, a new round of reshuffle, integration is inevitable. As the insurance agency industry leader, CNinsure Inc. , how to deal with such changes in the external environment opportunities and challenges, how to develop scientific and rational marketing strategy, and how to result in fierce competition in the market to achieve Strong Always the Winner are the core of this paper.CNinsure Inc. began in 1999, it's an insurance agency services in Guangdong and has already developed into a financial insurance marketing, financial planning, personal credit services synthetic large financial services group.CNinsure Inc. currently has 50 insurance agents, 3 insurance brokers, 3 insurance assessment companies, and tens of thousands of employees in the nation's major economically developed regions of the 22 provinces, which has several years maintained rapid growth. The Group with the innovative business model of "back-platform + personal business," has achieved this economies scale, meanwhile the Group with the expansion strategy, has successfully listed on NASDAQ in the U.S.and established a smooth financing channel. However, the development process of the rapid expansion of the Group's operations are also exposed some shortcomings, such as the Group's too traditional marketing strategy, less marketing channels ,relatively simple visible way of display and the general efficiency of the service process; Another example is the Group's marketing team though large, but the overall quality of staff is uneven. Therefore, in the development process of the CNinsure Inc., it needs to identify its own deficiencies, and improves its existing system of internal management, improves and enrich the existing marketing strategy in order to further reduce operating costs and improve the Group's marketing efficiency, expanding the market share.In order to improve marketing strategy of CNinsure Inc. , we first analyzed its marketing status, its major products and the current problems that exist in marketing. Secondly, through the full investigation and study, a collection of more detailed information, then the integrated use of marketing innovation theory, the modern enterprise management theory and strategy research, combined with the Company's actual operating conditions, from the development of domestic insurance agency industry status of the domestic insurance market in the macro environment, the company's internal environment and the industry competitive environment analysis and research, and then we analyzed the Group's target market strategy. Then based on the theory of 7P'S marketing strategy, we propose Three-dimensional multi-level marketing strategy to enrich CNinsure Inc. marketing strategies and techniques to promote the Global to maximize efficiency. The "Museum of the insurance life experience" and the telephone underwriting service model as a modern insurance marketing in the new concepts and tools, is set to the right of the insurance customers of insurance concepts and the process of aging of insurance, to enhance the value of great customer service important value and practical significance. Finally, according to the development status of CNinsure Inc., we design the internal management system construction program of training programs and agents. Hopes to improve CNinsure Inc.'s internal management of the overall quality and professionalism of the staff help the Group to achieve sustainable development, and growth ambitions.Marketing is the key of production and operation cycle .We systematically applied marketing theory to insurance marketing practice of the CNinsure Inc. Insurance Product Marketing strategy formulation at the same time provide a reference for the healthy development of the domestic insurance industry also has important practical significance. This can not only promote the CNinsure Inc. marketing strategy and the marketing capacity of insurance products of CNinsure Inc., but also can enhance economy and reliability of insurance industry marketing.