Research On Relationship Marketing Strategy Of DaTong Insurance Service Company

The transformation of insurance marketing and the separation of production and sales in the insurance market is the trend of the times,so China's insurance intermediary industry has very good development prospects.China has successively formulated a number of laws and regulations that restrict insurance companies and insurance intermediaries.Consumers are increasingly demanding insurance intermediaries.In order for insurance intermediaries to gain market competitiveness,they must make full use of their professional knowledge.According to the customer's ideas and requirements,select the most suitable insurance products,formulate matching purchase plans and provide follow-up insurance services.In order for insurance intermediaries to develop and progress,the role of relationship marketing is very important.This paper adopts literature combing method,case analysis method and in-depth interview method,and analyze DaTong Insurance Service Co with certain market competitiveness as an example,focusing on the innovation from the perspective of trust.After analyzing the theory of relationship marketing and trust theory,I realized that the correct use of relationship marketing can not only enhance the value of the brand,but also stimulate the potential customer trust to gradually deepen until the customer loyalty is achieved,ensuring a firm market share.This paper adopts literature combing method,experience drawing method and interview method.On the basis of fully investigating the relationship marketing strategy of DaTong Insurance Service Co,this paper focuses on the relationship management strategy of the company from the perspective of trust management.Through the analysis of the existing marketing methods of the company,it is found that the company has three problems in maintaining trust relationship,including cooperation with first-class insurance companies,compensation system,return visit system and value-added services,etc.Then from the perspective of trust theory,this paper puts forward the strategy of perfecting the relationship marketing of DaTong Insurance Service Co:starting from brand building,improving consumers'attention and awareness;improving employee compensation system,improving internal loyalty and retaining talents enhance customer value,optimize customized services,and increase diversified value-added service content,and provide customers with safe and reliable guarantees through continuous innovation to meet their consumer needs and customer experience.