What are the obvious differences between the marketing strategy of insurance industry and other service industries?

Second, China enterprises must realize the innovation of marketing strategy.

1. Implement brand marketing strategy. Under the knowledge economy, the market competition is becoming increasingly fierce. Price war and advertising war are not the best ways for enterprises to occupy the market. The most effective way is to build your own brand and win through a strong brand. First of all, we should design a good brand name. If the brand name is well designed, it is easy to leave a deep impression on consumers, and it is also easy to open up market sales and enhance the market competitiveness of enterprises and products. Second, we must ensure the quality of the brand. Quality is the life of a brand and the fundamental guarantee for its establishment and development. Without strict quality management as the backing, today's brand-name products may become ordinary products tomorrow, or even disappear from the market. Therefore, high quality is the foundation of a strong brand and the first element of brand combination marketing strategy. All famous companies in the world dominate the international market with their excellent quality. Enterprises must attach importance to the innovation of core technologies. Only by mastering advanced product and management technology can we keep the product quality at a high level, ensure that enterprises can beat their competitors and finally make the product brand a strong brand.

2. Implement the service marketing strategy. With the improvement of people's living standards, people buy goods not only for the satisfaction of physical objects, but also for the spirit or culture contained in these physical objects. Therefore, the marketing of 2 1 century should focus on quality service on the basis of quality products, which is the key for enterprises to win. To provide quality service for customers, the following measures can be taken: ① implement CS strategy, that is, customer satisfaction strategy. Its purpose is to take the customer demand as the source of the company's product development, and take the customer as the core in the product price, distribution, promotion and after-sales service system to maximize customer satisfaction. The marketing in 2 1 century should not only win the praise of direct customers with high-quality service, but also win "customers' customers" through service, and influence more potential customers with satisfactory service quality. The key to implementing CS strategy is to design all the activities of the company with customer demand as the center: firstly, we should study and design products from the standpoint of customers, integrate customer factors as much as possible in the stage of technological innovation, and eliminate products that customers are not satisfied with in advance, so it is better to "prepare for a rainy day" than to "make up for it later"; Second, constantly improve the product service system to make customers feel safe, assured and convenient to the maximum extent; Third, we should attach great importance to customers' opinions and let users participate in decision-making; Fourth, manage your customers as resources; Fifth, strengthen management and improve internal service quality. ② Establish the value-added service concept and implement the service marketing strategy. Value-added service is to provide consumers with all-round services beyond psychological expectations and routine with love, sincerity and patience. Value-added services run through the whole process of scientific research, production and sales, that is, "customer-oriented" to provide users with the most satisfactory products and services. Value-added service is a service system composed of three subsystems: pre-sale, in-sale and after-sale value-added service. Pre-sale value-added service is to do a good job in four aspects: pre-sale training, pre-sale research, pre-sale preparation and pre-sale contact according to strict requirements and norms. Value-added service in sales is a process of communication, exchange and negotiation between service personnel and customers or users, which mainly includes operating norms, language norms and body norms. After-sales value-added service mainly realizes a series of services such as service system, user communication system, employee service standard, pre-training system and reward system.

3. Implement sustainable marketing strategy. Today, with the rapid development of productive forces, the ecological environment has also deteriorated. People gradually realize the influence of ecological environment on human beings, so they put forward the strategy of sustainable development. Under the knowledge economy, enterprises must adapt to the new environmental protection situation and formulate a new marketing strategy-green marketing. This is not only conducive to the survival and development of enterprises, but also a contribution to society. First, establish a green marketing information system. Enterprises should search for green information, including green technology information, green consumption information, green regulations information, green organization information, green culture information, green product share, green price and other information. After information is obtained, it should be evaluated to determine the value of the information and then passed on to the appropriate decision makers. Secondly, it is necessary to formulate a strategy for green products and services. Enterprises should consider the types, quality, product design, brand name, packaging, warranty, return and service of green products when formulating green product and service strategies. Enterprises can implement green product design, green packaging and green labeling, realize green product combination and provide green services for consumers. Third, when setting the price of green products, enterprises should consider the green cost of environmental protection. Green products can bring green benefits to consumers and satisfy consumers' psychology of seeking novelty and advocating nature, so they are willing to accept high-priced green products that are beneficial to the environment and health. At the same time, in order to attract customers better, enterprises can consider giving customers certain preferential conditions in terms of credit and payment. Fourth, choose green distribution channels and carry out green promotion activities. Enterprises can directly establish their own sales channels and sell their own green products in the market, thus establishing the popularity and brand of their own green products.

4. Implement the image marketing strategy. Under the condition of knowledge economy, consumers' selectivity in purchasing goods is obviously enhanced, and the role of corporate image in consumers is increasingly prominent. Creating a personalized corporate image and maintaining an excellent corporate image has become a major trend in the development of international and domestic markets. In order to pursue the maximization of comprehensive profit, enterprises must implement image marketing strategy. The overall shaping of corporate image, first of all, should take the product image as the connotation, subdivide the target market based on the corporate image, accurately locate and constantly develop new products. New products are an important pillar for the survival and development of enterprises and have a great influence on corporate image shaping. Enterprises should make appropriate arrangements for the investment proportion order of each marketing combination element, and have different marketing strategies for different regions, different markets and different target customers. Second, taking the service image as an opportunity, through the unique service strategic decision, the value of enterprises and products will be doubled, and at the same time, the marketing means will be improved to increase the cultural connotation of products and services. Thirdly, advertising image should be used as a tool to effectively show the characteristics of corporate image, such as systematicness, importance, materiality and superiority, to strive for a good market position. Fourth, take public relations strategy as the means and corporate culture as the core to lay a solid ideological foundation for shaping corporate image. Only through effective communication skills, good interpersonal relationship, harmonious interpersonal atmosphere and the best public opinion can we win the trust and cooperation of all walks of life. Actively participate in social welfare undertakings, communicate consumers' feelings, and establish a good corporate image.

5. Implement internet marketing strategy. In the knowledge-based economy, network marketing requires enterprises to consider customer demand and enterprise profit in the same important position. Therefore, enterprises should implement internet marketing strategy from the perspective of customer demand. First of all, we are not in a hurry to formulate a product strategy, but focus on the needs of consumers. In the network era, consumers' needs are becoming more and more personalized. Only when the products and services of the enterprise can better meet the individual needs of consumers, will consumers be satisfied, will they buy the products of the enterprise repeatedly, will they gradually establish the belief of loyal purchase, and the relationship between the enterprise and customers will be unbreakable. Enterprises should first use the Internet to understand different consumers' views on products and their own special requirements, and then design and tailor products for customers according to these different requirements, so as to truly satisfy customers. Secondly, put the pricing strategy aside for the time being and study the cost that consumers have to pay to meet their needs. In the network era, consumers' sensitivity to price is further enhanced. Enterprises should consider the cost that customers are willing to pay for buying products when setting prices, even before manufacturing products. Based on the cost paid by customers, the corresponding production cost and commercial cost are determined. According to this cost, the product developed and the product price set have the minimum market risk. Therefore, the pricing model under network marketing is not a cost pricing model, but a model that meets the demand: consumer demand → product function → production and commercial cost → market acceptable cost performance. Third, put aside the promotion strategy and strengthen communication and exchanges with consumers. The essence of traditional promotion strategy is to expand the sales of products by persuading consumers and stimulating their desire to buy, and the role of promotion means is obvious. In the Internet age, an enterprise can become its customers only if it truly "nets" the surfers. Once surfers believe in the enterprise, they will become long-term loyal customers of the enterprise, and this loyalty can stand the test of time and the impact of competition. Communication with consumers has become the core of online marketing.

Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.