Insurance Marketing System Based On Customer Value Theory Of Innovation And Research

By deeply analyses the characters, histories and existing situation of both property insurance industry and Tian'an Insurance, Hunan branch, this article finds out that the main reason that caused the operation difficulty of property insurance companies is existing marketing management system cannot accommodate the characters of the market.The author puts forward an innovative marketing reform proposal for Tian'an Insurance, Hunan branch, which includes:conduct sales innovation, by exploring the value structure in marking process based on 4Rs theory and customer delivered value theory; Construct adaptive new sales system based on new sales model, in turn to enforce the expansion and control of sales channel; Segments property insurance market by customer needs, use various sales channel to penetrate all segment market; Strengthen customer services, develop long-term win-win relationship with customers, and establish customer services system with the core of marketing. Rebuild existing monitor evaluation system, emphasis on marketing management and customer service management; Set up a committee management system leading by branch general manager and participate by core departments, to ensure the operation stability of the new system.The author tries to establish an innovative property insurance marketing system to suit the market conditions, in order to develop and maintain firm's core competence, to keep stable growth of customer, and ensure company growths steadily and smoothly.