Research On Promotion Of Marketing Performance In Chinese Insurance Heze Branch

After several years of rapid development, Heze branch of ZhongHua property insurance company has established a mature model of organization management and marketing system, but there are still some problems during the development of the company scales:such as lack of vitality of marketing team, single product structure, old-fashioned thoughts of marketing management. To further strengthen the innovation of organization and management, integration and innovation of marketing channels, risk management and control, to build the quality and efficient marketing system of company, improve the company performance, and further enhance the company's competitiveness in the local market system, it is urgent to improve the sustainable development of the company. Integrated theory with practice, combined comparative analysis, inductive analysis, empirical analysis with other research methods, based on the characteristics of internal factors, the important factors which have effect on company performance were developed in the paper, which not only is beneficial to innovation of marketing channels and strategy of property insurance company, but also beneficial to the company's premium income and solution to the dilemma of company development, finally, company's core competitive ability will be improved in the market system.The main content of this paper is divided into five chapters:Chapter 1 was an introduction to the study topic, some problems which would be studied were introduced in this paper, that is, the factors that affected the performance of Heze branch of ZhongHua property insurance company were summarized and the methods of improvement performance were outlined in this chapter. Also, the research background of topic, research purposes, research methods, logical structure and innovation parts were also extended in the chapter, and corresponding literature reviews were also developed to improve performance of property insurance company.Chapter 2 defined the related concepts in this paper, and then carried out overall analysis on important factors affecting company's premium income and enhancing company performance, which mainly included human resource factors, insurance structure factors, insurance marketing channels and marketing strategy factors, etc.Chapter 3 specifically analyzed the marketing system and performance of Heze branch of ZhongHua property insurance company. Combined qualitative analysis with quantitative analysis, static analysis with dynamic analysis methods, marketing system of Heze branch of ZhongHua property insurance company was rounding clarified in the study, and marketing strategy of it was also detailed analyzed in the chapter. Some evaluation indices were outlined, including company premium income, industry proportion, growth rate, the comprehensive cost rate and payment rate. Marketing channels and marketing strategy of Heze branch of ZhongHua property insurance company were systematically introduced and described in the practical process, especially, important problems of marketing channels and marketing strategy were summarized which provides the foundation on the innovation thoughts.Chapter 4 was important and empirical part, was also the main content of this paper. The focus of market development was put forward in the future based on overall analysis of the contribution degree of the structure of the insurance. Relevant analysis of premium income of Heze branch of ZhongHhua property insurance company was developed between different kinds of insurances, correspondingly, the characteristics of premium income was also explored and analyzed in the study. Homogeneity and differences of premium income were concluded on country-level scale. On basis of it, quantitative method---Analytic Hierarchy Process (AHP) was used to develop the main factor affecting company performance. Results showed that the risk and loss of scientific management and control has a decisive role on marketing performance of Heze branch of ZhongHua property insurance company. During the process of improving performance of Heze branch of ZhongHua property insurance company, not only the main side of solving problems should be grasped, but risk and loss of scientific management and control of company should also be noted in the practical process of insurance marketing.Chapter 5 focused on the countermeasures and suggestions to improve the performance of Heze branch company and premium income. Furthermore, some specific suggestions were formed and established, such as strengthening the construction of human resources, the implementation of differentiation strategy, actively integrating marketing channels and strategies, and strive to achieve the scientific management and control in risk and loss aspects, so the company development is sustainable development, outside of the dilemma.Focused on premium income and performance improvement, the factors affecting on company performance were rounding clarified and systemically analyzed in the study. Combined qualitative analysis with quantitative analysis, results indicated that risk and loss of scientific management and control had a key role in company performance improvement, the construction of human resources, the implementation of differentiation strategy, actively integrating marketing channels and strategies, etc. Which is beneficial to enlarge the company scales and improve company performance, and also have an important significance on the practical running of company management and development.