A Research Report On Insurance Marketing Strategy Of Hengbang Property Insurance Co.,Ltd.

Since the resumption of domestic insurance business in 1980,China's insurance industry keep high,continuous and stable average annual growth rate and has become the world's third insurance economy.In August 2014,the State Council issued ?the several opinions on the speed up the development of modern insurance industry?,put the insurance industry into the national governance system in the overall planning,this means accelerating the development of insurance industry from the industry have risen to the national will.In such a favorable background,various capital flocking,In such a favorable background,various capital flocking,that want to share a piece of cake of the trillions insurance industry market.The application of Hengbang Property Insurance Co.,Ltd.,China Sea Property Insurance Co.,Ltd.,etc,have been approved by the CIRC in 2014.From the information released by the five approved insurance companise,revealed that the CIRC's two preference to the new members,firstly,headquartering in local place;secondly,leading by local governments or state-owned assets form.Hengbang Property Insurance Co.,Ltd.as the first national corporate insurance company in Jiangxi Province,established by outstanding enterprises inside and outside of Jiangxi,developing most rapidly among the above five insurance companies,Therefore Hengbang Property Insurance Co.,Ltd.is very representative among these 5 new approved insurance company.With deepening of China's market economic system,insurance companies faced with the fierce market competition.Insurance marketing is not only a concept,but also a mode of operation.In addition,it's also a magic weapon for the success of insurance enterprises in the era of consumer oriented and a vital strategic issue.For this puepose,the author focused on the insurance industry and researched the marketing strategy of Hengbang insurance,hoping to offer advices and suggestions for the development of Hengbang insurance by this research.At the same time,the author also hoped that can provide reference about insurance marketing,rich insurance theoretical study for domestic insurance enterprises,especially newly established local insurance companise to sale insurance.For a detailed understanding about Hengbang insurance marketing,the author takes questionnaire survey,interviews etc,and a six-month investigation.The results of the research show that Hengbang insurance company as a newly established local insurance company,although has made some achievements and accumulated a bit of experience in marketing,but also has many problems in the aspects of product supply,marketing channels and marketers.For this puepose,the author puts forward advises aim at product supply of Hengbang insurance company,such as developing non-auto insurance business,providing special products and services;provides suggestions aim at the single and unreasonable distribution marketing channels,such as developing new direct marketing channels,strengthening cooperation with external company,especially with the government of Jiangxi province;and point out that establishing a scientific and rational marketers' cultivating mechanism,building professional marketing team is a good strategy of solving the problem of the unscientific marketer's training and unstable marketing team in Hengbang insurance company.Hoping that the above countermeasures and suggestions can bring good results,such as promoting operational efficiency the development by the insurance marketing,as for Hengbang insurance company.I believe in the near future,the marketing strategy improvement will become solid power to help Hengbang insurance company to achieve nationwide development.