Study Of Service Markting Strategy Of Critical Illness Insurance Business Of Y Insurance Agency

With the development of the economy and the transformation of the structure of the consumer market,China's insurance industry has developed by leaps and bounds.The scale and operating subjects of the insurance industry have been increasing,as a result,the corresponding market competition has also gradually intensified.Under the background of serious product homogenization and diversified consumer market demand,it becomes more important for the sustainable development of insurance operators to establish a customer-centered diversified service marketing system.Insurance intermediaries are the inevitable outcome of the mature development of the insurance industry.They can provide one-stop insurance products and services for customers,improve the service level of the insurance market,therefore,they can promote the in-depth development of the insurance industry.So it is of positive significance to study the marketing service system of China's insurance intermediaries in order to promote the development of China's insurance industry.First of all,this paper elaborates the service marketing system and other related basic theories.At the same time,to make the ideas become more clear,a lot of work that analyzes and sorts out the domestic and foreign scholars` opinion on the insurance service marketing and insurance agency service marketing related research status has been done.Secondly,this paper takes Y insurance agency,an old insurance agency in China,as the research object,and selects the critical illness insurance sector with rich business experience to study.Analyze the marketing opportunities of its critical illness insurance business from the aspects of marketing environment and customer buying behavior.Thirdly,this paper analyzes the current situation of service marketing of Y insurance agency's critical illness insurance business from the perspective of 7P,and uses the service quality gap model to analyze and summarize the existing problems.Then,based on the STP + 7P strategy,this paper optimized the marketing strategy of Y insurance agency's critical illness insurance business services.Finally,this paper proposes a strategy to ensure the implementation of the optimized service marketing strategy,hoping to provide a reference for Y insurance agency in the construction of service marketing system for serious illness business,at the same time,it also provides reference for other insurance agencies in business service marketing.