Research On Key Accounts Service Marketing Strategy Of Small And Medium-sized Insurance Company

In the past 30 years since the reform and opening up,China’s economy has developed rapidly.In this process,the insurance industry plays its unique role of compensation for losses,financing and social management to protect the economic development.At the same time,the competitors in property insurance market is increasing;various product service innovations are emerging;insurance assets are increasing rapidly.However,in the property insurance market,because of the Matthew effect of "the stronger the stronger,the weaker the weaker",oligarchs are stronger than ever before.The gap between insurance giants and small and medium-sized insurance companies is getting bigger and bigger,insurance giants take more power in competition,and the competition among small and medium-sized insurance companies has also reached a white-hot level.At the same time,there is a very high degree of homogenization in the motor vehicle insurance business,which is the biggest business in property insurance market.The insurance giants are far ahead of small and medium-sized property insurance companies in competition with its economies of scale,small and medium-sized property insurers are largely unable to compete with large insurers in motor vehicle insurance business and are generally at a loss.Under such circumstances,key customers who can create premium scale and bring about business benefits have become the customers who are battled by various property insurance companies,these key customers are the keys to the survival for a large number of small and medium-sized property insurance companies.Therefore,at present,domestic small and medium-sized property insurance companies urgently need to conduct a comprehensive and systematic research on the domestic key customer market and comprehensively analyzes their advantages,disadvantages,opportunities and challenges in the marketing of key customer service on the basis of fully considering the service nature of the insurance industry.And through the above research,small and medium-sized property insurance companies can finally choose the service marketing mix strategy suitable for their own situation to ensure the survival and development of their own.In view of the above market background and actual demand,this paper selects the X insurance company with distinct industry characteristics,a large share of the power energy insurance market,a certain professional basis,a good market reputation,and basic operation ability as a specific case.On the basis of the existing theoretical results,firstly,this study identify and classify the customers of X insurance company through CRM theory and define the definition of key customers.Secondly,this study use the SWOT analysis to analyze the strengths,weaknesses,opportunities and threats of X insurance company and analyze the macro and micro environment faced by X insurance companies by PEST analysis.Thirdly,according to the marketing theory of 7Ps,this study analyzes the problems of product strategy,price strategy,place strategy,promotion strategy,participant strategy,physical evidence strategy and process strategy in seven aspects of X insurance company.Fourthly,this study propose a new business model for the above seven aspects.This study firstly analyzes the service marketing strategy in the current key customers market in China and then analyzes the internal and external competitive environment of X insurance company and its own advantages and disadvantages objectively and comprehensively according to the actual situation,finally summed up the problems of X insurance companies in seven aspects according to the theory of service marketing mix.Then this paper put forward new marketing strategy which based on the market development trend and the research results to solve the problems.At present,marketing research and service research mainly focuses on the field of life insurance at home and abroad.Even a few studies on service marketing in the field of property insurance only regard a few insurance giants as research subjects.Focusing on the small and medium-sized property insurance companies in the field of property insurance,this paper first analyzes the marketing environment of the key customers service in small and medium-sized property insurance companies,and then put forward the service marketing mix strategy suitable for small and medium-sized property insurance companies according to service marketing mix theory.Therefore,this paper has a strong innovation,practicality and operability,and it deserves to be studied by a large number of property insurance researchers and workers.