| Under the background of rural revitalization,agricultural insurance has developed rapidly,and the importance of new agricultural management entities has been continuously improved.Insurance companies operating agricultural insurance face new development opportunities and challenges.In this context,taking XR insurance companies as the research object,the literature research method and questionnaire survey method were used to study the improvement of XR insurance insurance marketing strategies for new agricultural business entities.The research content of this thesis mainly includes: Firstly,the current situation of agricultural insurance marketing by XR Insurance Company to new agricultural business entities was investigated;Secondly,the insurance needs of new agricultural business entities in City X were investigated in the form of questionnaires;Finally,using STP theory and 7Ps theory,this thesis puts forward suggestions for XR insurance company to improve the marketing strategy of agricultural insurance for new agricultural business entities.The conclusion of this thesis : XR insurance company conducts market segmentation according to the production scale,operator age and region of new agricultural business entities;The target market is to select large and medium-sized entities,young and middle-aged business entities,and regional markets in major grain producing counties.Position the company as a "high-quality,professional and high-tech" company.Conduct product portfolio to provide comprehensive risk solutions for customers.Use the company’s brand for wide publicity and enhance word of mouth.In terms of marketing strategies,the first is to increase product innovation,improve the degree of protection,reduce premiums through scientific actuarial calculation,and effectively protect local characteristic industries.The second is to establish online marketing channels,layout new media marketing methods,carry out various forms of promotional activities,and strengthen indirect marketing channels.The third is to accelerate the integration of technology applications,streamline processes,shorten the timeliness of claims,and improve the satisfaction of new agricultural business entities with claims services.The fourth is to establish a comprehensive service platform,create an integrated and full-process service platform,enhance market competitiveness,and build competitive barriers. |
