Research On Marketing Strategy Of Meteorological Insurance Index Products Of H Company In Henan Province

As a big agriculture developing province,Henan is an area with rich agricultural resource output yet frequent agricultural natural disaster,which has an impact on farmers' income and the stability of the agricultural market.Meteorological index insurance product,as an innovative branch of agricultural insurance,effectively spread risks of climate change and protect farmers' basic benefit.Currentlyin its early stage,meteorological index insurance product still has low recognition among farmers.What is of great significance is to increase sales and optimize marketing strategy.Under this background,this thesis takes as research object theH commercial meteorogical company which is subordinated to Henan Public Meteorological Services,ananlyzes the company and its product by using the marketing analysis model,and presents innovative stategies specific to the problems of the marketing in meteorological index insurance product.This thesis consists of seven parts.The introduction part gives a general sketch of this research's background,significance,content,method.The second part defines the conception of meteorological index insurance and marketing theory and the methods used.The third part analyzes the environment of H company,and concludes its marketing environment.The fourth part analyzes the present marketing situationand summarizes the existing problems and its cause of meteorological index insurance marketing.The fifth part analyzes its marketing positioning,subdivided the market,design its marketing strategy and construct big data platform for product marketing using data recommendation system.The sixth part summarizes the supporting and protecting mechanism of H company's marketing strategy.The seventh part contains conclusion and outlook.It's determinded in this thesis that H company's main target customers are large-scale farmers and agricultural enterprises.It's definited the product positioning is that wheat is the main oboject,tobacco,cotton,rape and other crop meteorological index combinations are carried out in different regions.Finally,optimize the company's marketing strategy from the perspective of product form,pricing mechanism,information platform,etc.At present,little attention is paid to the marketing of weather index insurance products.Expecting to providehelp for H company,a kind of commercial weather company,whose marketing in the emerging market of paid weather service.