Research On The Service Marketing Strategy Of Henan PICC Agricultural Insurance

China is a large agricultural country,and the development of rural society is related to the overall sustainable development of China's social economy.Agricultural insurance service is an important way to help farmers and agricultural enterprises to effectively avoid agricultural disasters.It is of great significance in practice.Under this background,this paper takes Henan PICC agricultural insurance service marketing asked the subject,using the method of system analysis,literature analysis,case analysis method and experience summary method,qualitative and quantitative;discusses the status quo and problems of agricultural insurance marketing needs further improvement.The main contents of this paper include:firstly,analysis of Henan people's Insurance Company of the status quo and problems of agricultural insurance service marketing;secondly,to explore the Henan people's insurance company marketing environment of agricultural insurance;thirdly,put forward countermeasures to optimize the implementation of the PICC Henan branch of agricultural insurance marketing strategy.Through the study,the following conclusions are drawn:First of all,the macro policy environment and economic environment of agricultural insurance marketing of Henan PICC company are better,and the current social acceptance and agricultural insurance implementation technology are becoming increasingly mature.From the microcosmic point of view:in the selection of specific products of agricultural insurance on the customer's bargaining power is higher;industry homogenization products more,enter the number of enterprise is also more and more fierce competition in the industry;marketing channel distributor sales,Henan PICC in a passive position.Internal business environment:Henan PICC's financial ability to meet the basic development needs of enterprises,business management capabilities are also increasing.The analysis of the demand and consumption behavior of Henan PICC's agricultural insurance shows that the potential demand of agricultural insurance market is expanding day by day,and the consumption behavior of agricultural insurance also shows diversified development.The advantage and opportunity of Henan PICC agricultural insurance marketing environment is the current mainstream,but there are some disadvantages and threats.Secondly,Henan people's insurance company the following insurance product market positioning:to provide agricultural professional agricultural insurance services,wealth protect farmers or agricultural enterprises demand including single farmers to provide convenience of service of agricultural insurance operation based on Internet;provide a rich agricultural insurance products,customers can choose their own insurance deadline the insured amount,according to their own products.As for the clients of Henan PICC,it is easy,professional,time-saving and secure to carry out agricultural insurance in Henan PICC.The customers can enjoy the highest quality agricultural insurance service.Again,Henan people's insurance company strategy optimization methods include agricultural insurance service marketing:the optimization of existing products,product features,price strategy,differential pricing strategy,extending basic services institutions to increase investment in hardware sales,at the same time,the development of online and offline channels,promotional advertising,public relations promotion,sales promotion,sales promotion and carry out new media marketing.The implementation measures of agricultural insurance marketing strategy of Henan man Insurance Co.,Ltd include:constructing marketing crisis culture,strengthening the construction of marketing team,strengthening the marketing organization guarantee,and improving the marketing incentive policy.