On the status quo of China's rural insurance marketing and strategy selection

Abstract: In the development process of the rural insurance market, can not copy the city marketing strategy, marketing mix strategy should be to carry out innovation in rural insurance products should be suitable for the needs of farmers, product design should take into account the purchasing power of farmers, should be a sound marketing network, strengthen the marketing network management, and enhance staff promotions targeted, flexible use of sales promotion sales promotion, firmly establish the "policyholder-centric" service concept, enhance service measures to provide high quality and perfect service.

Keywords: rural markets, insurance products, marketing strategies

As the aging of China's rural population is becoming more serious, small rural family structure increase the demand for old-age insurance, the process of urbanization increased demand of landless peasants protection, coupled with China is a country prone to natural disasters every year To varying degrees of harassment of a variety of natural disasters, therefore, including agriculture, health care, pension, etc., the demand of China's rural insurance market has great potential in the development of rural insurance market in the process, can not copy the city marketing strategy should be to carry out the following marketing mix strategy innovation.


First, the status quo of China's rural insurance marketing (a marketing concept behind
Survey shows that many insurance companies in the insurance market to open up the process of the county is not in accordance with modern marketing thinking to do, but according to the traditional supply-oriented marketing ideas to develop the market that, according to business plan premiums and profits target, a large expansion of business outlets, insurance, staff recruitment, to facilitate the departure from the insurance company selected types of business and product supply, the establishment of marketing channels, to provide customers with products and services marketing, the concept of lag, making the insurance companies in the insurance market to open up the process of the county slow and inefficient.

(Two market position are not allowed
Some insurance companies simply to marketing as a means of market competition in general, in order to achieve competitive advantage, for almost all business areas, all of the market opportunities to invest a lot of people are competing property. Ignore your competition conditions and target customers for the evaluation of insurance products, not through market segmentation to discover market opportunities, establish a clear market positioning, and the insurance company does not focus on what they do best areas, would lead to competition in the market pointless.

(C product development is not currently county-level market, insurance companies sold insurance products are basically simple from urban to rural shift, there is no special insurance for county residents, resulting in sales of insurance products, the majority of the county lack of urban-rural differences, regional differences and economic development differences in particular in: Structure of a single insurance coverage for the "three rural" tailor-made insurance less, high product homogeneity, pertinence, selling is not obvious, outdated content, lack of innovative capacity, some insurance policy long obscure, so that county residents alike, and seriously affect product sales.

(Four sales channels are sluggish in recent years, although the insurance industry in Hubei Province has developed rapidly, but mainly rely on insurance companies, institutions and personnel of the expansion, there is no emphasis on the establishment of diversified sales channels, improve and maintain the present province of insurance companies selling channels are mainly insurance companies and insurance agents to sell, TV, telephone, banking, postal, insurance brokers and other sales networks and channels less.

(E is not high quality of personnel
First, the structure is irrational, the insurance practitioners in the vast majority of insurance companies to hire temporary staff, who come from all walks of life, education is not high, low quality, especially the insurance have not received formal training, the second is the insurance professional skills of employees is not high, the lack of specific residents of the county's sales strategies and techniques, third, some insurance professionals engaged in the insurance marketing activities and money-minded, rather than on the actual needs of customers, swindling, telling lies, does not fulfill its commitments behavior and phenomena have occurred, and thus seriously affect the company's image, the four insurance high staff turnover, to a negative impact on business and society, such as high cost, service quality can not raise a serious impact on organizational performance, business reputation is not so good.


Second, the rural insurance marketing strategy selection (a rural marketing network system developed first, to establish a solid marketing network systems and to establish a high professional quality, development ability, and with the rural characteristics of marketing Iron each county to establish a rural marketing department, according to the location of every three rural set up a marketing division, each village set up a marketing office, and gradually reach every village has at least one marketer, then it easy to manage, but also expand coverage, more conducive to absolute share of the rural market, followed by the establishment of standardized marketing services network, the insurance services extended to the majority of rural families, and really put the insurance into rural areas, farmers implement the insurance into its three hard skills, improve staff quality adhere to the principle of induction training before education staff familiar with the insurance content, Benedict observe professional ethics, and adhere to customer first, loyal to the insurance industry. Links to free download http://www.hi138.com
(B to increase the insurance publicity and propaganda work of the first ideas to solve the problem insured farmers, rural areas have generally Palao no one to support, nothing to fear disease, medicine, fear of natural disasters, fear of school due to poverty, so should educate and guide farmers through participate in pension insurance, medical insurance, investment banking and insurance, worries about the transfer of potential risks to achieve a stable life, and gradually off purposes.

(C insurance products designed marketable marketable insurance products designed to achieve leapfrog development in the rural business core, while open rural insurance business, we must follow the requirements of the law of market economy development, the business flexibility and agility, increase scientific decision-making, but also give full consideration to the economic situation in rural areas and the capacity of farmers, in principle, first developed a low premium, low security, liability wide, farmers readily accepted the insurance. focus on development and design of some of the fees low, the amount low, wide responsibility, serious illness of marketable new insurance insurance, to meet the needs of farmers of different levels of consumption, people have to solve a serious illness, family cause of poverty, poverty once again the problem. from insurance designed to adhere to the purchasing power of farmers and psychological needs, etc. aspects to consider, so that procedures are simple, flexible payment in the mode of exhibition industry, actively looking for an entry point, should be in accordance with health, education, pension order information, go to short-term insurance as a breakthrough, with a short length in order to promote long-short vigorously develop the rural individual agency business, with the realization of direct marketing, direct sales to marketing and promoting the development of the road.

(D to strengthen the rural business standardized management must first speed up the computer network processes, development of the situation requiring the company management must be scientific and standardized, in view of the rural marketing over a broad length features, but also should attach great importance in strengthening staff education and improve management awareness of the premise, but also a means of scientific management to be combined with a sound, only keep things under control, control is tight, in order to effectively prevent risks, and eliminate hidden dangers, the rapid development of rural business.

(E rely on government business functions to achieve leapfrog development in rural areas create a relaxed environment for development in the economy, governments at all levels must continue to increase the intensity of agriculture through science and technology, the purchase of insurance premium subsidies to certain farmers to improve the capacity of farmers' insurance to develop active participation in insurance in the policy, the insurance companies collect premiums on the rural market, due to lower business taxes, individual insurance can be taken free of sales tax. of the relevant provisions of the insurance industry in rural areas should also be relaxed in order to increase the insurance companies to offer rural business initiative and only a reasonable interest-oriented mechanism to be able to expand the coverage of insurance services in rural areas.

References:
[1] Weihua Lin: Chinese demand for insurance in the end how much [J]. Finance and Insurance, 2005, 6 [2] Hao Wei Zhu Yuting: On the commercial insurance market to open up rural areas [J]. Business Research, 2004 2

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