Huatai Property Insurance Vehicle Insurance Marketing Analysis

In recent years, telemarketing of insurance companies has been expanded to the field of vehicle insurance, vehicle insurance telemarketing has rapidly captured the market relying on its natural advantages including convenience and money saving with the increase in young car owners in customer bases in the insurance market, showed strong growth in performance, gained recognition from numerous insurance consumers, and become an important channel for vehicle insurance marketing and an important breakthrough for insurance enterprises to change the development mode. Because of advantages of vehicle insurance telemarketing channel in effectively reducing selling costs and resolving difference in selling capability, each insurance entity quickens the pace of marching towards the field.For Huatai Insurance, how to seize gradually emerging business opportunities of vehicle insurance telemarketing and get good business return by providing value-added services and boost its competitiveness is of considerable realistic significance to helping the company improving services, forming sound development and other issues. Actively developing business strategies and marketing strategies suitable for future development of the company is an effective way for Huatai Insurance to enhance competitive strength and competitive edge.Since the start of vehicle insurance telemarketing operation, the business of Huatai Property Insurance maintained strong growth. In2011, vehicle insurance telemarketing operation of Huatai Property Insurance realized premium income of about RMB200million, an increase of about160%. On the basis of guaranteeing preferential premiums, Huatai’s vehicle insurance telemarketing operation pays attention to allocation of perfect service system and credible services, devotes to establishment of a vehicle insurance telemarketing service team featured by specialized consultation, easy insurance buying and rapid settlement of claim, and gains recognition from customers.However, affected by conflict with traditional business, short-time business development, complexity of vehicle insurance contracts, incompleteness of telephone communication, service and management and control capabilities of insurance company and other factors, problems impacting its sound and sustained development arise when vehicle insurance telemarketing begins rapid development. How to overcome the problems and realize sustainable sound development of vehicle insurance telemarketing still needs further exploration.Based on the author’s work practice, the paper gives careful consideration to the development of vehicle insurance telemarketing in the company by use of relevant theories of telemarketing. On the basis of studying the problems of Huatai’s vehicle insurance telemarketing, the paper comprehensively analyzes Huatai’s vehicle insurance telemarketing by the theory of4CS and the theory of CRM, and emphatically studies the methods for solving such problems and conditions ensuring implementation after summing up the problems of Huatai’s vehicle insurance telemarketing.The paper gives four suggestions on solving the problems of Huatai’s vehicle insurance telemarketing:first, effectively coordinate telemarketing channel and traditional channels; second, support various ways of communication with customers; third, improve business process; fourth, improve the quality of vehicle insurance telemarketing personnel.