The Product Innovation Of The Agricultural Insurance Of Ancheng Property Insurance Company Gansu Branch

In the long history of the Chinese nation,agriculture has always taken the vital position.The stable and sustainable development of agriculture is the fundamental guarantee of the long-term stability of the country.As a financial instrument to ensure agricultural development,agricultural insurance has been unprecedentedly developed in the past two decades.In recent years,with the deepening of the thought of "Targeted Poverty Alleviation" and the strategy of "Rural Revitalization",a new pattern of "Insurance+Futures" was born,bringing a new round development opportunities to agricultural insurance.Ancheng Property Insurance Company Gansu Branch was officially launched into the Gansu Property Insurance market in 2016,becoming the first provincial-level institution of Ancheng Property Insurance Company.In the past two years,the increasingly strict control of auto insurance and the extremely fierce competition of non-auto insurance in the property insurance market in Gansu Province makes the company encountered unprecedented operational difficulties.It is necessary to rely on the development of agricultural insurance to help Ancheng Property Insurance Company Gansu Branch get a foothold in the market and establish a solid foundation for the transformation of the company.First,this thesis analyzes the current situation of the agricultural insurance products,the status quo of the agricultural insurance industry of Gansu Province and the operation status of Ancheng Property Insurance Company Gansu Branch,and expounds the research significance of this thesis by discussing national policies,industry status and company’s situation.Secondly,introducing the concepts and theories of management which are used in the research to provide the theoretical basis of the thesis.Thirdly,using the method of interview,analyzes the existing performance of agricultural insurance,explores the problems of extant agricultural insurance products and the problems existing in the innovation process of agricultural insurance products of the company by interviewing the related staffs of agricultural insurance in the company in details.Last,this thesis analyzes the advantages,disadvantages,opportunities and threats of agricultural insurance of Ancheng Property Insurance Company Gansu Branch to complete the SWOT analysis and clarify the suited strategy for innovation by analyzing the internal and external factors.On the basis of the above analyses,the QFD method is introduced to solve the problem of transforming the actual needs of the customers into the company’s technical requirements.Using the advantage matrix analysis to clarify the specific direction of the innovation of agricultural insurance product of Ancheng Property Insurance Company Gansu Branch.Finally,combining the searching results of QFD method and advantage matrix analysis,determines that the specific strategy of the innovation of agricultural insurance product of Ancheng Property Insurance Company Gansu Branch will start from the new pattern of "Insurance+Futures",combines with local realities,designs the agricultural insurance products which are suitable for the agricultural characteristics of Gansu Province.At the same time,the concrete problems of the product development,there are still other puzzles in the process of innovation of agricultural insurance product of Ancheng Property Insurance Company Gansu Branch,which are inseparable from the support of various policies.Accordingly,this thesis advances the implementation guarantee of the innovation strategy of agricultural insurance product from four aspects which are human,resource,financial and policies.Besides,this thesis discusses the quality-management mode by bringing in the PDCA cycle and the Total Quality Management.Eventually,summarizes the conclusion and prospects the future researches.The research purpose of this thesis is to explore the primary direction of the development of agricultural insurance products of Ancheng Property Insurance Company Gansu Branch by combining the current situation of the country,the insurance industry and the company with the development trend of emerging agricultural insurance form "Insurance+Futures".The significance of the thesis is to help Ancheng Property Insurance Company Gansu Branch which is in a difficult situation to seek new development opportunities by providing the company of the creative ways for the innovation development of agricultural insurance products.So as to achieve the all-around development of the company.So that the company can have the ability to get a place in the highly competitive property insurance market of Gansu Province.