[What is the importance and function of insurance marketing] The importance of insurance.

Insurance marketing embodies the concept of consumer-oriented. Let me discuss with you the importance and function of insurance marketing.

The importance of insurance marketing

1, the inevitable requirement of the law of large numbers. Based on the law of large numbers, insurance management needs to sell a large number of insurance policies and underwrite a large number of risks through the exhibition industry, so as to approach the homogeneity and dispersion of risks.

2. The particularity of insurance products makes insurance marketing an indispensable part of insurance business. Insurance commodity belongs to intangible commodity, which is a kind of promise, and its effect is difficult to be immediate. It needs a lot of persuasion to convince the insured to take out insurance. It can be said that insurance is not bought by the insured, but sold.

3. A large number of insurance companies attract business, which can greatly increase premium income, accumulate abundant insurance funds, reduce operating expenses and enhance competitiveness.

The role of insurance marketing

1. Through an effective operation mechanism, the balance between insurance supply and demand can be effectively formed, and all kinds of separation, differences and contradictions between production and consumption of insurance commodities can be solved, so that the different supplies of insurance commodity producers can meet the different needs and desires of policyholders, and the unification of insurance production and consumption can be realized concretely.

2. Meet the needs of the insured and maintain the stability of personal, family and social life. While meeting the needs of customers, we can maximize the company's operating profit, thus enabling enterprises to achieve sustainable development.

Characteristics of insurance marketing

1, insurance marketing is not equal to insurance promotion.

Insurance promotion refers to the process in which salespeople urge customers to buy insurance by explaining insurance policies. Obviously, insurance promotion is only a stage in the process of insurance marketing. The task of this stage is to try every means to sell the insurance policy, but whether the insurance products are marketable or not and whether the marketing management is effective is not the task of insurance promotion.

2. Insurance marketing pays special attention to sales promotion.

Insurance products are special, that is, the insurance industry deals with intangible risks. Production? Commodity is only a promise to insurance consumers, and the performance of this promise can only be realized when the agreed event occurs or the agreed period expires, unlike ordinary commodities or services, which can be felt immediately. In other words, the insurance policy is just a piece of paper from its external form. Although it represents the credit of the insurance company, it is impossible for the insured to see the benefits and effects of the policy immediately when purchasing insurance.

In addition, because insurance products are too abstract and insurance policies are too complicated, people know little about insurance products, and generally do not take the initiative to buy insurance products without strong sales incentives and guidance. It is this lack of desire to buy that makes insurance promotion an important part of insurance marketing, that is, insurance must rely on promotion.

3. Insurance marketing is more suitable for the principle of non-price competition.

The price (rate) of insurance commodities is determined by accurate calculation based on the analysis of many factors such as risk, insurance loss rate and interest rate, so it is more scientific. In order to standardize the competition in the insurance market and ensure the insurer's solvency, the national insurance regulatory authorities conduct unified management of insurance rates, so price competition does not occupy an important position in insurance marketing. On the contrary, the non-price competition principle is more suitable for insurance marketing activities. Its specific performance is the service and professionalism of insurance marketing.

First of all, insurance services are not only performed before insurance consumers buy insurance, that is, they should design insurance plans and choose appropriate insurance companies or types of insurance according to the needs of policyholders, but also after they buy insurance, that is, they should help adjust insurance plans according to the changes in insurance needs of policyholders and the emergence of new types of insurance, or pay compensation quickly and reasonably when losses occur. It can be seen that excellent service is a solid foundation for insurance marketing.

Secondly, insurance marketing needs high-quality professional salesmen, not only with insurance professional knowledge, but also with other knowledge of selling insurance products, such as economy, law, medicine, psychology, sociology and so on. Because for an insured, buying insurance is not only a simple consumption behavior, but also a risk management plan, an investment plan and a financial security plan. Therefore, insurance salesmen need to use their rich knowledge to help them buy suitable insurance protection according to the insurance market situation and the psychological characteristics of different customers. Thus, the rich professional knowledge of insurance salesmen is the fundamental premise of insurance marketing.

Innovation of China Insurance Marketing Concept

(1) We must accurately grasp the connotation of insurance marketing and establish a correct marketing concept. The concept of marketing is not only a concept, but also a mode of operation, a magic weapon for enterprises to succeed in the buyer's market and a strategic issue related to life and death.

Marketing theory was introduced into China in 1980s, and the insurance industry began to practice in 1990s. Many people in the insurance industry believe that insurance marketing is that salesmen put insurance policies? Sales? Go out; Others believe that insurance marketing is to take a series of incentive measures, such as business competitions, honorary titles and even generous commissions to promote the sales of insurance products. Of course, promotion can directly increase premium income, but premium is not the ultimate goal of insurance marketing. The purpose of insurance marketing is to win profits for insurance companies, have a stable customer base, ensure the healthy and sustainable operation of the company and form a virtuous circle on the premise of providing satisfactory services to customers. The misunderstanding of insurance marketing concept makes insurance companies lack the analysis and evaluation of real and potential customers, and it is difficult to formulate a complete and scientific long-term development strategy.

(B) We must establish the concept of service marketing and upgrade it to a strategic position. The broad concept of service marketing is to establish the concept that quality service runs through the whole process of product marketing and even the whole process of enterprise management. Because insurance marketing is not only the marketing of products, but also the marketing of services. Any insurance company should put customers' interests first, take customers' needs as the guide, and all work should always focus on it? Customer satisfaction? This center runs. Around the broad concept of service marketing, insurance companies should establish the following systematic marketing concepts:

1. Market segmentation concept. Market segmentation is the basic requirement for modern enterprises to understand the market. According to the principle of market segmentation, insurance companies can divide the whole market into several customer groups according to the different characteristics of potential customers, that is, subdivided sub-markets. For example, life insurance, life insurance market can be subdivided according to demographic factors (gender, age, occupation, income, etc.). ) or regional factors (geographical location, urban-rural differences, etc. ). On this basis, we can apply differentiated market strategies to select target markets, accurately locate enterprises and products, and plan the whole enterprise strategy. As far as the current situation of China's insurance industry is concerned, the positioning of insurance companies in the target market should adopt the strategy of filling the gap in the market and coexisting with existing competitors. This is because insurance has not been involved in many aspects of social life, and some markets that have been involved are not saturated.

2. The concept of differentiation. In terms of product and service innovation, we design and develop new products that can meet the personalized needs of specific customer groups to the greatest extent, tap potential needs, and guide customers to consume in line with the changing trend of social development. Provide it to customers through differentiation? Tailored? Type of service, win the recognition of consumers; On the other hand, we can find another way from the fierce homogenization competition and win by surprise. Judging from the current situation, insurance companies need to develop liability insurance and credit insurance. What needs to be improved is the existing installment mortgage insurance. The general reaction of this kind of insurance customers is that the insurance liability is not suitable for the real needs of customers, and insurance companies often force insurance through bank agents, which makes customers have rebellious psychology.

3. Service concept. In terms of service methods, we should also be customer-oriented. By providing high-quality, efficient, fast, accurate and distinctive services, we can standardize the service content, stabilize the service quality, plan the service process and specialize the service level, so as to satisfy customers. Insurance companies should not only attract customers with clean and comfortable service environment, patient and thoughtful business consultation and fully functional service facilities, but also actively go deep into the target customer base, carry out business publicity, consultation and guidance, expand and stabilize the customer base, collect market information and customer demand from it, and provide basis for marketing activities. For example, the national 24-hour 955 18 service hotline pioneered by PICC has been widely praised. Pay special attention to correcting the above? Re-protect the early service and ignore the follow-up service? And then what? Lack of insurance-related services, but excessive involvement in customer life services? Two kinds of deviation. In view of the transformation of modern insurance from security to financial management, the services of insurance companies must adapt to this change and strive to improve the quality of employees.

4. Information concept. We are entering the information society, and information has become an important strategic resource for enterprise management and development. In the early 1980s in the United States, more than 80% of enterprises with more than 600 employees established information centers. In our country, because the information market has not been cultivated for a long time, enterprises have not established the concept of information, which not only has little strength in actively developing and utilizing information, but also has a slow response to the stimulation of market information. Insurance is a service industry, which does not produce tangible products, but relies on its own services to meet people's psychological needs (that is, sense of security). The whole process of insurance company management, from information collection and market forecast before product development to information feedback after product sales, is inseparable from information activities. The formation process of insurance products is actually the process of information integration. Adequate and accurate information is becoming more and more important to enterprises. In addition, we should make full use of the achievements of information technology and integrate marketing channels to facilitate customers' insurance and consultation. With the rapid development of information technology and its wide application in the commercial field, e-commerce is in the ascendant, and online marketing has appeared in the insurance industry, which is bound to bring a revolution to the insurance marketing model. It is reported that the British insurance giant Prudential Group has completely abolished the salesman marketing method in the field of personal life insurance business, and all of them have changed to online sales. Compared with traditional marketing methods, network marketing has many advantages, such as saving costs without establishing a huge team of marketers; Convenient for unified management and control; The efficiency is greatly improved; Not limited by the scope of the salesman's exhibition industry, anyone who has access to the Internet can apply for insurance online and so on. Online marketing is also the main development direction of insurance marketing in China.

(C) We must enhance brand awareness, vigorously create a good corporate image and create a corporate culture. Through steady growth, excellent service, excellent corporate culture construction, public welfare activities and modern media means, we can condense the strong brand of the enterprise, vigorously shape and spread the beautiful image of the enterprise in the eyes of the public, and create a dynamic and enterprising corporate culture inside, so as to enhance the core competitiveness of the enterprise and win the lasting support of the public? Currency ticket? .

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