Research On Rural Insurance Marketing Strategy Of R Property Insurance Company In X City, Shandong Province

With almost 40 years of development,R Insurance company has prelininarily established its rural marketing system.However,there are still many defects that need to be improved,such as inefficient promotional means,high product price,imperfect services and limited marketing channels,etc.Now,there have been more insurance companies in the market and the competition for market share in property insurance is fierce.The market share of R Insurance Company is being gradually nibbling away by those competitors.Therefore,how to strengthen its reputation and esablish a practical rural marketing tactic for R Insurance Company has become one of the most important subjucts for the company.The thesis summarizes the related insurance marketing tactics and then,observes the existing rural marketing tactics and defects as well as macroscopic marketing environment of R Insurance Company.Based on those,SWOT analysis is carried out.A practical marketing optimization plan for R Insurance Company is regulated on the analysis of SWOT and defects.The marketing tactic optimazation plan is as follows: first,based on the characteristics of rural market,new products,such as health insurance and argricultural insurances are introduced;second,considering the pricing of competitors and consuming ability of rural residents,low rate tactic and favorable rate tactics are introduced based on operational needs;third,a systemetic establishment of rural sales networks and basic level sales team is to be promoted and a coordinated mechanism of rurul sales networks and marketing team are to be established;fourth,rural marketing channels are to be strengthened;fifth,company goodwill and customers’ attentions can be improved by sponsoring certain social activities.R Insurance Company establishes results evaluation and feedback mechanism as well as supportive system for marketing tactics so as to gurantee the smooth implementation.Result evaluation and feedback can be analyzed from the controal of annual plan,profitability,efficiency,strategy and audition;supportive system includes the establishment of excellent marketing team,a customer-oriented marketing phylosophy and protective measures for implementation of markting tactics.