Study On The Marketing Strategy Of Policy Oriented Agricultural Insurance Of R Insurance Company In Chaohu City

Agriculture is the basic industry occupies a pivotal position in the national economy, but also a high risk of weak industry. As an important means of risk of agricultural production, the policy of agricultural insurance is highly valued by the Party Central Committee and the State Council.Since 2004, the Central Committee for twelve consecutive years in the "one document" on the development of policy oriented agricultural insurance work has made clear requirements. Chaohu City as the leading agricultural county-level city, how to effectively resolve the risks of agricultural production, promote the transformation of agricultural strong city, is the city's diligently exploration target.2008, April, Chaohu City, Anhui Province, actively respond to the decision to deploy the provincial government, decided to carry out the pilot work of policy oriented agricultural insurance in the city.Since the implementation of the pilot, municipal government attaches great-importance to the work of policy oriented agricultural insurance, set up by the municipal government leaders as the leader of the pilot work leading group, and in 2009 will be the policy of agricultural insurance work into the government's livelihood project management. All levels of government and insurance agencies in the city follow the basic principles of "government guidance, market operation, voluntary and cooperative promotion", unity and cooperation, joint efforts, after a series of solid and effective measures, such as organization and leadership, the establishment of a system, publicity and launch, research and calculation, improve the network, and improve the mechanism, actively and steadily push forward the pilot work of the city, to achieve a sound and fast development of the policy oriented agricultural insurance. At present, a reasonable division of labor, writing a strong, efficient operation of the policy of agricultural insurance grassroots work of the basic establishment of the basic work, Pilot area to achieve a large area coverage, Pilot varieties to expand to the city's main crops, important livestock and poultry varieties, as well as part of the characteristics of agricultural products, The economic "booster" and "social stabilizer" of agricultural insurance are becoming more and more obvious.This thesis through to the Chaohu city 8 years of policy oriented agricultural insurance pilot study, relevant laws and regulations in accordance with the policy of agricultural insurance, combined with the author's experience, In order to solve the problem of Chaohu city in the process of policy agricultural insurance still need to pay close attention to the marketing problems, To carry on the beneficial exploration to the agricultural insurance development environment, the development connotation and the marketing method. Through the analysis of the marketing strategy of the policy oriented agricultural insurance in Chaohu city, can enrich the Business insurance company to the policy agricultural insurance in the county market development strategy, improvement of rural social management mode and operation mode, optimizing the development environment of rural finance by means of insurance, make up the short board of the three rural financial services, Rich rural inclusive financial system construction, provide better guidance for practical operation.Thesis is divided into six parts. The first part is the introduction, Mainly introduces the research background and significance, research status at home and abroad, the research ideas and methods of the thesis and the innovation and deficiency of the Thesis; The second part introduces the basic theory of the policy based agricultural insurance marketing, This thesis mainly introduces the agricultural risk theory, the traditional marketing strategy theory, the current main marketing strategy theory and the development of the insurance company. The third part analyzes the internal and external environment of Chaohu city to carry out policy oriented agricultural insurance, Mainly from the two aspects of farmers themselves and insurance institutions, the necessity of opening policy agricultural insurance, And then leads to the three part of the fourth elements of the analysis, And the use of SWOT analysis, the policy of agricultural insurance in Chaohu to carry out the advantages and disadvantages. The fifth part combined with the author's work practice and the current development model of Chaohu's policy oriented agricultural insurance, In order to carry out the process of exposing problems as the starting point, puts forward four kinds of marketing strategies. The sixth part is the conclusion and Prospect of the research, The main research results and conclusions are summarized, and the future research is put forward.