| Our country’s government are responsible for promoting economic development,managing social affairs,serving the people,and maintaining social stability.This includes guiding and supervising enterprises to keep production safety.When a safety production accident occurs,the government also needs to personally preside over the aftermath Work,so the enterprise safety production liability insurance(referred to as "safety liability insurance")was born.Insurance companies will provide enterprises with "services" such as training on the prevention of production safety accidents and emergency drills after undertaking security liability insurance.The purpose of these services is to reduce the probability of production safety accidents and improve the production safety level of enterprises.This behavior just fits the needs of the government.Therefore,in December 2016,our country issued the "Opinions on Promoting Reform and Development in the Field of Safety Production",requiring all localities to establish and improve the safety production liability insurance system.Emergency management bureaus in various cities have responded one after another,actively promoting the implementation plan of safety liability insurance in various places,and safety liability insurance has ushered in a good opportunity for rapid development.Since 2017,our country’s annual safety and liability insurance premium market has maintained double-digit growth.In June 2021,the state revised the "Safe Production Law" for the third time,clarifying that production and business units belonging to high-risk industries and fields should purchase security liability insurance.Since then,the judicial environment for the promotion of safety liability insurance has been optimized,and the business volume of safety liability insurance of most insurance companies has grown rapidly after receiving policy support,but some companies can’t maintain a state of rapid growth.Company R is a state-owned property insurance company.In recent years,it has been hoping to cooperate with government departments to help local enterprises in the production safety work through the development of safety and liability insurance business.But the market share of the safety and liability insurance market has been lower than the market share of the local total premiums in the same period in 2021 and 2022,so the development of its safety and liability insurance has entered a bottleneck period.The management of Company R is eager to change the status quo in order to "break the situation".The essence of traditional insurance business marketing is service marketing,and safety and liability insurance is no exception.Insurance companies should improve their performance by improving the marketing capabilities of safety and liability insurance services,and at the same time gain praise from enterprises and the government.When their performance is not good,it means that there must be problems in the marketing strategy of safety and liability insurance services.This article deeply analyzes the problems existing in the operation of safety liability insurance of R Company.By distributing questionnaires,it studies the content that customers pay attention to when choosing an insurance company.Combining with the service marketing theory(7Ps),suggestions on R company’s service marketing strategy from the dimensions of product,price,channel,promotion,process,and tangible display,Specifically reflected in expanding the exhibition area,establishing price advantages,improving the channel system,enriching promotional models,improving the professionalism of employees,optimizing the sales process,and all-round tangible display,etc.At the same time,by improving the internal system and integrating external resources to ensure the implementation of measures,and then comprehensively improve the marketing level of R company’s safety and liability insurance business services,and ultimately increase its safety and liability insurance market share. |
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