In the process of developing rural insurance market, we should not copy the marketing strategy of urban market, but innovate the marketing combination strategy. I have prepared an article about rural insurance marketing for you. Welcome to read it.
I. Product strategy
1. Insurance products should meet the needs of farmers.
In-depth investigation and research and development of new types of insurance that meet the needs of rural markets are important guarantees for market development. Insurance companies should organize personnel to carry out rural market research, design new types of insurance suitable for rural individuals and families according to the current needs of farmers and their own business development, ensure that products are marketable, and provide conditions for the development of rural insurance market. In view of the four major problems that farmers are most concerned about in their production and life, such as pension, medical care, children's education expenses and accidents, we can design a series of insurance types as soon as possible, such as rural version of pension insurance, disease medical insurance, children's education and marriage insurance and accidental injury insurance. Strive to be close to farmers in the determination of rates and the scope of protection. Strive for popularization in product promotion and policy design, focusing on products that are easy to understand and easy to insure, so as to facilitate rural consumers to buy.
2. The purchasing power of farmers should be considered in product design.
In 2004, the per capita net income of farmers in China was 2936 yuan, and the income of rural families exceeded that of urban residents in the initial stage of insurance. However, compared with the current per capita income of cities and towns, there is still a big gap, and most farmers cannot get rid of it fundamentally because of their low level of productivity? Eat by the weather? In addition, the prices of means of production fluctuate with the market, and there are still unstable factors in farmers' income. This requires insurance companies to correctly handle the relationship between economic benefits and social benefits, grasp the principle of small profits but quick turnover, and serve and benefit farmers. The development of rural insurance should pay attention to stages. In the initial stage, we should focus on low premium savings insurance and high insurance pure protection insurance. When the market is mature, we will develop and promote other traditional insurance and dividend insurance in due course. At the same time, it should be treated differently according to the principle of adapting to local conditions and the different characteristics of different regions. For example, in poor counties, we can design insurance products with low premiums and low deductibles, develop low-end markets, and highlight the supportability of insurance. In richer counties, we can design insurance products with certain investment value, develop high-end markets, and take into account the investment nature of insurance.
Second, the distribution strategy
1. Improve the construction of marketing network
In the vast rural areas of our country, the distribution and transmission of information is unbalanced and insufficient, and the source channels are limited. For farmers, insurance is a new thing, which brings many difficulties to insurance sales and services. Therefore, promoting the construction of rural marketing service outlets and constantly exploring channel innovation suitable for rural insurance development have also become important factors to promote the development of rural insurance market. Insurance companies set up fixed offices in rural areas and formulate strict and standardized management measures, which is not only the need of exhibition industry, but also the need of stabilizing the market, which can not only reassure farmers to insure, but also facilitate farmers to pay and settle claims. In particular, in view of the imperfect network of insurance service institutions below the county level in underdeveloped areas such as the central and western regions, we will improve insurance service institutions below the county level, especially in rural areas, by setting up branches and marketing service departments, and extend insurance services to the vast rural areas and farmers. Match? There is a developed market, customer demand, management measures and profitable operation? Principle, adjust measures to local conditions, reasonable layout, improve the construction of rural marketing service outlets.
2. Strengthen the management of marketing outlets
Strengthening the management of marketing outlets and standardizing their development is of great significance to the in-depth development of rural insurance market. Insurance agency station is an important marketing service network active in rural areas at present, which has the advantages of local exhibition industry, familiarity with source protection, making up for the shortage of outlets and reducing operating costs. In the construction of insurance agency station, we must first make clear the functional orientation. Insurance agencies should strengthen the exhibition industry and service functions, dilute the business management functions, and give mature insurance agencies certain rights to survey and claim. This not only ensures timely after-sales service, saves manpower and material resources, but also improves the position of the agent in the eyes of the insured. The second is scientific and rational layout. The establishment of insurance agency stations should be arranged reasonably according to the needs of business development. We can set up a point in the central towns and villages with relatively developed economy, rich resources and great potential, and radiate it to the surrounding towns and villages. This will not only ensure a certain scale and benefit, but also avoid blooming everywhere and getting something for nothing. The third is to establish a management model with rural characteristics. Rural agent stations have small business volume and few personnel, so they cannot copy the management methods of urban marketing workplaces. On the contrary, we should establish models and methods that meet the needs of rural management in terms of increasing personnel, training and management. The fourth is to unify the store decoration. Each insurance agency station should design a unified storefront signboard, adopt a unified decoration style, increase the necessary investment in fixed assets and current expenses, and reflect the company's unified and good external image through the window of the insurance station.
Third, promotion strategy.
1. Enhance the pertinence of personnel promotion.
Because insurance products are not desirable products, the main promotion method should be personnel promotion. Improving farmers' insurance awareness as soon as possible is the main goal of personnel promotion. Send insurance salesmen to the countryside to hold insurance knowledge lectures, explain to farmers from door to door, or send high-level lecturers from time to time to hold various forms of insurance product briefings; Hire rural college students to work as part-time insurance propagandists and return to their hometown in winter and summer vacations; Self-run newspapers and periodicals for farmers and free distribution to farmers have gradually changed people's views on pension, medical care, financial management and security. Due to the low culture of rural customer groups, the publicity of rural insurance personnel should be mainly in easy-to-understand language, or in dialects with local language characteristics. Propaganda language should be localized, and there should be no obstacles in language communication, so as to increase intimacy and dependence. Match? Close to farmers, go deep into farmers, rely on farmers and serve farmers? Attach importance to the idea of absorbing high-quality and influential personnel such as streamlining townships and administrative village cadres in the reform of township institutions to enter the insurance promotion team and give play to the role of local insurance salesmen? Rare? (Familiar with people, places and rural areas), so as to narrow the distance between salesmen and customers and improve the promotion effect.
2. Flexible use of commercial promotion methods
In view of the remoteness, isolation and lack of modern communication tools in rural areas, flexible and diverse promotion methods can be adopted. Typical cases can be used to promote sales. For example, someone died unexpectedly, leaving widows and orphans and children dropping out of school. The situation is very tragic. Use such typical cases to strengthen customers' impression of risk accidents, increase customers' concerns about possible risks, and stimulate customers' desire to seek risk protection; You can use traditional festivals to promote sales. On the occasion of the arrival of some traditional rural festivals, organize company artists or hire local theatrical troupes to perform local operas with the theme of promoting insurance, so that farmers can receive insurance education in a relaxed and pleasant atmosphere, so as to improve their insurance awareness; You can use activities to promote sales. Incorporate insurance publicity into activities that the masses love to see and hear. For example, using the countryside to show movies, as well as some collective activities with rural customs? Interrupt? Some insurance publicity materials can expand the influence of insurance publicity and achieve twice the result with half the effort.
Fourth, service strategy.
1. Stand firm? Focusing on the insured? Service concept of
In the process of developing rural insurance market, we should firmly establish service consciousness and market concept, persist in taking the policyholder as the center, analyze and deal with problems from the policyholder's point of view, ensure that services are in place, honor promises and win the trust of the people. The purpose of insurance is to seek protection, so that you can get paid in full and on time when you are in danger, and you can't let customers feel it? Insurance is easy, but claims are difficult? 、? Enthusiastic publicity before insurance and cold service after insurance? . At present, farmers are still a vulnerable group in general, mainly relying on working, farming or small business to get a little income. Once you feel that your limited funds have been cheated, your feelings will be greatly hurt, and you may lose confidence in the insurance company and even complain everywhere. There is a proverb in the countryside:? Good things don't go out, bad things spread thousands of miles? . Oral communication is the main way to spread rural information. If one customer is dissatisfied, it will spread from one customer to ten customers, and its negative impact will spread rapidly, which will bring obstacles to the further development of rural insurance market.
2. Strengthen service measures to provide quality and perfect services.
Follow? Initiative, quickness, perfection and enthusiasm? Strengthen service measures, take measures such as on-site service and limited compensation, and enhance the initiative of claims service. First of all, we should have the consciousness and action of creating brand services, and satisfy customers in all aspects of the marketing process. You can find the breakthrough point that satisfies customers. For example, after participating in an insurance accident, you can not only get quick claims, but also get unexpected value-added services. This kind of service can form a good reputation among customers and use it as a driving force to develop the relevant insurance market. Secondly, an excellent insurance service team should be established. According to the characteristics of rural work, personnel with good ideological quality, hard work, sincere service for farmers, proficient business and ability to solve practical problems on the spot should be selected to provide insurance services. It is necessary to do a good job in pre-job and follow-up training, gradually improve the overall quality of marketing personnel, achieve certificates and standardize services. Strengthen the qualification examination and behavior supervision of insurance service personnel to prevent professional ethics risks. Establish a scientific incentive mechanism to mobilize the enthusiasm of the vast number of rural insurance salesmen and provide high-quality and perfect services.
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