Research On Marketing Risk Assessment And Control Of Property Insurance Companies

On the basis of reviewing relevant documents and literature,this paper specified the concept of risk and the main theoretical basis and method of risk management.According to the sales characteristics of domestic property insurance products,this study identifies and evaluates the marketing risk of property-liability insurance using integrated management method of risk identification,risk evaluation and risk control and proposes corresponding risk control measures.The first section mainly describes the research background and significance of this study,and then summarizes domestic and foreign related documents and theoretical bases,and finally introduces the research content and method of this paper.The second section summarizes relevant theories,including information asymmetry theory,principal-agent theory and moral hazard theory,etc.This section provides basic condition for this study.The third section identifies the risks encountered by property insurance companies.After specifying relevant concepts,this paper analyzes the marketing process of property insurance company as well as the problems within.By referring delphi method and brainstorming method,this section identified the marketing risk factors of property insurance companies from macroscopic and microscopic levels and then constructed index system of the risk factors identified,therefore 5 first-level risk indexes and 24 second-level risk indexes were obtained,which provides basis for risk evaluation in section 4.The fourth section,taking property insurance as research object,assigned value to index weight by fuzzy analytical hierarchy process according to the marketing characteristics of property insurance company products.After that,the statistical results were quantified using spss19.0 by factor analysis method,and the risk factors were evaluated.Results showed that the value-at-risk of property insurance company was 77.86,which is a middle level,based on which the marketing risk of property insurance company can be effectively managed.In the last,this paper proposes corresponding risk control strategies according to evaluation result of risk factors.