The graduation thesis of insurance major was published 1.
Analysis on Marketing Strategy of Xinhua Life Insurance
I. Introduction
China's economy is in the process of continuous development. Today, the insurance industry has become one of the three pillars of the financial industry, and its development plays an important role in the development of the financial industry. Major insurance companies are constantly emerging, and the competition in the insurance industry is becoming more and more fierce. The following analyzes the existing marketing strategy of Xinhua Life Insurance to improve everyone's insurance awareness.
II. Introduction
(A) the definition of commercial insurance
BusinessInsurance refers to a form of insurance that is operated by concluding an insurance contract and aims at profit.
(2) Introduction of Xinhua Life Insurance
Established in September 1996 and headquartered in Beijing, Xinhua life insurance is a large-scale professional life insurance company with several subsidiaries. 20 1 1 went public, and 20 14 was selected as one of the top 500 Forbes enterprises for the first time. In 20 15, 260 people were shortlisted for the Million Elite Club, an increase of 2 10% compared with 20 14, and the number of MDRT finalists increased by more than 70% annually.
(C) Characteristics of Xinhua Life Insurance
1, insist? People-oriented? The product development concept of? Only people with both ability and political integrity can use it? Adhere to the concept of employing people? Create value for customers? The principle of.
2. Diversified sales channels and claims channels.
3. Provide all kinds of electronic services for customers all over the world. Cross to the side, vertical to the end? Comprehensive risk management and control system.
Two, Xinhua Life Insurance Company's existing marketing strategy analysis
(D) Marketing analysis of Xinhua Life Insurance under P theory.
According to McKinsey's 4P theory, Xinhua Life Insurance Company has formulated a series of insurance marketing strategies:
1, insurance product strategy. Although it is not as good as other companies in brand effect, it is better than other companies in products. Among them, dividend-paying life insurance is deeply loved by the public in the form of dividend according to the insured amount. Xinhua has a wide range of product marketing, mainly adopting product combination strategy and product development strategy to plan insurance and develop new products for customers.
Life insurance, Xinhua Life Insurance? A happy life? 、? Peaceful family? Generally speaking, the term is one year and the annual premium is 100 yuan. Anyone who can live and work normally can buy it. ? Healthy and carefree? Products A, B and C are fully guaranteed, covering 60 major diseases and 15 minor diseases, with affordable prices and flexible deadlines. These three products are mainly based on the product development strategy and the main health problems.
At present, the most popular enterprise insurance is travel insurance, which provides protection for the insured during travel. When an accident occurs, the insurance company pays a certain amount of insurance money to the insured or beneficiary according to the insurance contract.
2. Insurance pricing strategy. The product price positioning of Xinhua Life Insurance mainly includes the prescribed price strategy and the new independent pricing strategy. Healthy and carefree? For two of these products:
One, for a 25-year-old woman:
Pay the basic insurance amount during the guarantee period and pay the annual premium during the payment period.
400,000 yuan in 30 years 10 years 4,640 yuan.
The payment period is short, the guarantee time is long, and the price is reasonable, which is very worth buying.
B, 30-year-old male:
This product refers to the basic insurance amount during the guarantee period and the annual premium during the payment period.
Healthy and carefree, type B, satisfied.
Additional health and worry-free B 30 years 200,000 yuan 20 years
2440 yuan
2260 yuan
The annual premium is 4700 yuan.
? Healthy and carefree? According to the actual situation of customers, the two products adhere to the fixed price strategy and product combination strategy to plan premiums for customers and provide protection for customers.
3. Insurance sales channel strategy. Xinhua Life Insurance has established diversified sales channels covering the whole country and implemented direct and indirect sales channel strategies. If it is launched in cooperation with the bank? Hui fubao? The first self-priced fixed-income insurance product. As far as Meishan is concerned, the following towns and villages of Xinhua Life Meishan Branch have also set up a number of points to serve customers, and timely and effectively managed teams such as showing movies, distributing leaflets at the beginning of school, selling websites, and renewing income.
4. Insurance promotion strategy. Use online promotion strategies, as well as on-site event signing, advertising promotion, on-site promotion, public relations, commercial promotion, sponsorship and other forms. Before the spring festival, carry out? Home? Love plus? Activities, special launch? I'm with you? Activities. Long-term cooperation with 4S stores, buy insurance to send warranty, buy a car to send insurance. Group buying and preferential insurance activities.
(B) SWOT Analysis of Xinhua Life Insurance Marketing
1. Analysis of marketing advantages of Xinhua Life Insurance: (1) The top management of insurance companies attaches great importance to the company's development and strategic transformation. (2) The premium increased rapidly. (3) The strength of Xinhua Life Insurance Company has been continuously enhanced, and it has been shortlisted in Forbes Top 100. (4) The customer base is huge. By 2065438+June 2005, there were about 26.6 million individual life insurance customers and 60,000 corporate customers. (5) Formulate and implement a series of five-year development plans. (6) Salespeople should constantly improve themselves under the guidance of the book "Learning Revolution" for a long time. (7) There are many distribution network channels, and there are many institutions in large, medium and small towns, cooperating with many banks. (8) Set up a special renewal collection team to better maintain a long-term and effective relationship with customers. (9) Have a strong management team. (10) claims are settled quickly, and comprehensive strategic cooperation is implemented with international SOS. In the series of terrorist attacks in Paris in 2065438+0511310, Xinhua Life implemented emergency assistance services to minimize the pain and injury. (1 1) commission system, promotion system, tourism award, etc. All of them are aimed at sales staff, which improves the enthusiasm of sales staff.
2. Analysis of marketing disadvantage of Xinhua Life Insurance: (1) There are still many shortcomings in the company's business, transformation and culture. (2) The market share is relatively low. (3) brand awareness is not high, and people don't know enough about it in a short time. (4) There are relatively few salespeople. (5) In the ranking of total assets, Xinhua Life Insurance is also lower than China Life Insurance and China Ping An.
3. marketing opportunities analysis of New China Life Insurance: (1) With the strong support of the China Insurance Regulatory Commission, an insurance publicity day was held. (2) With the improvement of people's living standards, the demand for insurance is also increasing. (3) The state and government attach importance to the insurance industry. ? Eleventh five-year plan? During this period, the insurance development idea was put forward, and the revised draft of 20 15 Insurance Law was put forward, and the Qingdao Municipal Government signed a strategic agreement with Xinhua Life Insurance. (4) The constant occurrence of natural and man-made disasters also brings opportunities to the insurance industry. (5) Insurance companies attach great importance to insurance business, TOP2000 training and World Chinese Insurance Summit. 4. Marketing threat analysis of Xinhua Life Insurance: (1) The financial crisis has a deep impact, market confidence has declined, and the company's profits have also decreased. (2) The greater the development of the insurance industry, the fiercer the market competition, and all aspects will face severe challenges. (3) Regulatory crisis and surrender crisis exist.
5. Marketing strategy selection based on SWOT analysis. Based on the analysis of the internal and external environment of Xinhua Life Insurance Company, a new SWOT marketing strategy selection matrix is established, as shown in the following table:
Table 2 Marketing Strategy Selection Matrix of Xinhua Life Insurance
Opportunities and threats.
Strengths) So strategy ST strategy
Disadvantages) WO strategy WT strategy
SO strategy: make full use of the company's existing advantages, grasp the opportunities brought by the external environment, and use the support of the government and the state to establish the brand image of Xinhua Life Insurance, rapidly expand market share and enhance market competitiveness.
ST strategy: reduce the threats from the external environment, make full use of the existing advantages of Xinhua Life Insurance Company, reduce the risks brought by various crises, expand the introduction of funds, products and services, innovate constantly, enhance market competitiveness, and vigorously develop the insurance industry.
W: Make good use of the relevant policies provided by the government and the state, make good use of the support of the China Insurance Regulatory Commission and major insurance companies to the current insurance industry, improve brand awareness, vigorously develop insurance practitioners and expand market share.
WT: avoid market competition.
To sum up, Xinhua Life Insurance Company should mainly adopt SO and ST strategies, give full play to its own advantages, seize favorable opportunities and reduce risks and threats.
Iii. Problems and solutions in the marketing strategy of Xinhua Life Insurance.
(A) the existing problems
1, the business development structure is single. Xinhua life insurance has always adhered to the development of traditional business? Customer-centric? Due to the arrival of the information age, Internet age, e-commerce age and data age, the traditional marketing model can no longer adapt to the development of the times and cannot compete in the same industry.
2. The marketing channel is not perfect. Marketing channel is an effective guarantee to open the market and enhance market competitiveness. Many enterprises have made full use of the Internet and big data to analyze existing information and get more favorable information from it. Xinhua Life Insurance didn't make maximum use of the Internet and big data.
3. The internal management of the enterprise is not perfect. The insurance industry belongs to the service industry, focusing on meeting customer needs. Internal management is not perfect, problems are not handled in time, and the quality and skills of sales staff need to be improved.
4. Insufficient brand awareness. Brand awareness is the premise of brand image formation. Because of its short development time, Xinhua Life Insurance is not very impressive in everyone's mind, and its brand awareness is far behind China Life Insurance and Ping An Insurance.
5. The product system and service quality are not perfect. Now the accident rate is getting higher and higher, and the original insurance scheme can no longer solve the problem for customers, so it should be adjusted in time. As a service industry, Xinhua Life Insurance mainly emphasizes service quality. For customers, the best embodiment of service quality is the insurance company's claim for premium after the accident. Customers can't get claims for a long time, and the company's reputation is greatly reduced.
6. Insufficient insurance awareness. People's awareness of insurance is not strong enough, and their understanding of these insurances is not deep enough. Especially for commercial insurance, many people still have a question? What if the insurance company goes bankrupt? Is it useful to buy commercial insurance? .
solution
1, business model. Adhere to the combination of traditional mode and new mode, strengthen team building and resource utilization efficiency, and strive to solve customer problems. Grasp a large number of customers through the mobile internet business model and complete the transaction at the lowest cost. We should not only further improve the financial system and risk control system, but also strive to build six platforms.
2. Sales channels. Diversify marketing channels, optimize traditional marketing channels and establish new electronic marketing channels, and establish special files for customers. Implement online insurance, claim settlement and after-sales. Understand the needs of competitors and customers through different channels and explore new business opportunities. Now that bank deposits have implemented the interest-free deposit policy, we have strengthened cooperation with banks. At the same time, we also cooperate with China Telecom Co., Ltd. to develop new sales channels for Xinhuanet.
3. Improve the internal management of enterprises. Managers should constantly improve and enrich themselves, constantly learn advanced management knowledge, have the ability to solve various problems, keep abreast of the current situation of enterprises, solve problems for customers, and make the most perfect development plan. Sales staff constantly cultivate professional ethics and ability, improve professional quality and marketing skills.
4. Deepen the impression in the minds of consumers. Xinhua Life Insurance needs to increase its promotion efforts, optimize its promotion strategies, change its advertising methods, and constantly enhance its brand image and popularity.
5. Enhance competitiveness. (1) Develop new products, improve the product system, and enhance the combination, diversity, practicality and applicability of insurance. (2) Implement the differentiation system strategy, specifically implement and promote the customer-centered business strategy, improve service quality, develop new technologies, realize product diversification, differentiation and combination matching, and enhance the important driving force for obtaining customers. (3) Improve information service means and strengthen network service. (4) Realize one-to-one service, establish renewed customer service specialists and establish customer relationship management.
6. Enhance insurance awareness. The government and insurance companies strengthen insurance publicity and hold insurance forums; Sales staff should explain the relevant contents of commercial insurance to everyone, be the most comprehensive and answer any questions.
Four. conclusion
By using SWOT and 4P theory to analyze the marketing strategy of Xinhua Life Insurance, we know that while taking advantage of various advantages and opportunities, problems and threats are constantly being solved. Although there is still a certain gap with other companies, the gap means potential and the challenge means opportunity. I believe that Xinhua Life will seize the opportunity, meet the challenge, develop itself in an all-round way and improve the company's comprehensive competitiveness.
Published a graduation thesis on insurance.
On the Legal Responsibility of Social Insurance Fraud
First, social insurance fraud and its legal responsibility
In recent years, due to many social insurance operation links and complicated social insurance affairs, social insurance service providers and beneficiaries are easy to form interest alliances, and China's current social insurance fund supervision system is imperfect, lack of supervision means and lack of supervision experience, leading to fraudulent pension, medical care and other social insurance benefits. This phenomenon not only brings huge payment pressure to the insurance fund that can't make ends meet, but also seriously infringes on the interests of the state and citizens. In the long run, it will definitely affect the safe operation of the social insurance system and even fundamentally corrode social fairness and justice.
Social insurance fraud refers to the behavior that administrative organs, legal persons, citizens or other subjects deliberately fabricate false information or distort or cover up the real situation in the process of participating in, supervising and receiving social insurance. The legal responsibility of social insurance fraud refers to the legal adverse consequences that social insurance fraudsters should bear because of their social insurance fraud. Social insurance fraud includes the following elements:
(a) the subject is the subject of legal responsibility for social insurance fraud.
The main body of the crime of social insurance fraud refers to the behavior that the actor violates the legal or contractual obligations of social insurance, or fails to exercise the legal rights of social insurance, deliberately fabricates false information, or distorts and covers up the real situation, resulting in the destruction of social insurance order. It mainly includes social insurance policyholders and beneficiaries, social insurance agencies and their staff, and other subjects who assist in the implementation of fraud.
(2) Social insurance fraudsters have the subjective intention to commit social insurance fraud.
The crime of social insurance fraud emphasizes that the subject must be subjective and intentional, that is, he hopes to make social insurance institutions fall into a wrong understanding and pay social insurance premiums by hiding and fabricating facts from social insurance fund management institutions. However, the loss of social insurance fund caused by the negligence of staff and misunderstanding of social insurance policyholders does not belong to social insurance fraud.
(3) The social insurance fraudster commits social insurance fraud.
Objectively speaking, social insurance fraudsters commit social insurance fraud, such as using forged identity information to defraud social insurance, and medical insurance service institutions collude with policyholders to falsify information.
Second, the empirical analysis of social insurance fraud
The manifestations of defrauding social insurance benefits are complicated, such as the violation of social insurance funds by agencies and their managers, the misappropriation of social funds, and various violations of social insurance suppliers and demanders. I can't list them all here. I can only discuss and learn with readers by analyzing the main fraudulent behaviors and typical cases of some subjects.
Case 1: 20 1 1, when Tianjin Social Security Center monitored the medical insurance settlement of Yongsheng TEDA Pharmacy, it was found that the number of drugs declared for settlement in the pharmacy far exceeded the number of drugs actually sold. There are also cases where drugs are exchanged for other items in pharmacies, and the drugs entered into the system do not match the drugs purchased by the insured. The Social Security Bureau punished it according to Article 67 of the Medical Insurance Regulations and the Service Agreement of Designated Pharmacy for Social Medical Insurance signed by both parties, and ordered it to return all the illegal amounts and stop the online settlement of medical insurance and the qualification of designated pharmacy for one year.
Case 2: From February 16 to April 10, 2007, the defendant Tang Shubing used the forged resident ID cards of eight people, including Xiao Pizhi and Xiao Pihong, the resignation certificate of Haining Tingxi Packaging Co., Ltd., the power of attorney and the relevant employee social endowment insurance manual obtained by theft to defraud the endowment insurance of the above eight people from Haining Social Security Management Center for five times. After hearing the case, the court held that the defendant Tang Shubing defrauded public and private property by fabricating facts and concealing the truth for the purpose of illegal possession, which constituted a crime of fraud. On this basis, the people's court of Haining City, Zhejiang Province made a first-instance judgment and sentenced the defendant Tang Shubing to 10 months' imprisonment for fraud and fined 7,000 yuan.
The Eighth Session of the Twelfth National People's Congress explained some problems in the current criminal law and criminal procedure law. Among them, a draft explanation that caused heated discussion is that defrauding social insurance benefits such as pension, medical care, work injury, unemployment and maternity or other social insurance benefits by fraud, forgery of certification materials or other means belongs to the act of defrauding company property as stipulated in Article 266 of the Criminal Law. In other words, defrauding social insurance is not only subject to administrative penalties such as fines, but also to criminal sanctions, and may be severely punished by fixed-term imprisonment or even life imprisonment.
Third, there is no need to add the crime of social insurance fund fraud.
Although it is very popular to criminalize this kind of fraud, and some scholars support adding the crime of social insurance fund fraud to the criminal law, the author thinks it is unnecessary because of the modesty of the criminal law, because the existing criminal law style and relevant legal provisions of social law can already be regulated.
(A) the addition of social insurance fund fraud does not conform to the finality and complementarity of the criminal law.
The severity of criminal sanctions is self-evident, which determines the complementarity and finality of criminal law in maintaining social order. Hirano Ryoichi thinks? Even if a crime infringes or threatens the life interests of others, it is not necessary to directly use criminal law. If possible, when other social control means are insufficient, or when other social control means are too strong, criminal law should be used instead of punishment. ? We should pay attention to the application of departmental law.
When the first line of defense laws such as civil law and administrative law can play an important role, there is no need to use criminal law. Different from criminal law, the first line of defense law does not use punishment to suppress the occurrence of a certain behavior, but only uses property punishment and short-term restriction of personal freedom to evaluate a certain behavior, mainly using two ways: encouragement and minor punishment. Of course, the current first line of defense law still has a lot of room for improvement, but it is a reasonable way to stipulate more severe liability for compensation by encouraging and stopping.
(2) In view of the concurrence of legal responsibilities, the current criminal law can also regulate social insurance fraud.
Many scholars believe that the reason for adding the crime of social insurance fund fraud is that the current criminal law and other laws and regulations can not regulate the increasingly complex legal concurrence. However, the author believes that in terms of current judicial practice and criminal law theory, the concurrence of legal responsibilities can also be handled according to different situations. Here, the author also explains several situations:
(1) What legal responsibilities should individuals bear if they provide false certificates, such as forging early retirement certificates for special jobs? Article 266 of the Criminal Law stipulates that whoever defrauds public or private property in a relatively large amount shall be sentenced to fixed-term imprisonment of not more than three years, criminal detention or public surveillance, and shall also or only be fined; If the amount is huge or there are other serious circumstances, he shall be sentenced to fixed-term imprisonment of not less than three years but not more than ten years and shall also be fined; If the amount is especially huge or there are other especially serious circumstances, he shall be sentenced to fixed-term imprisonment of not less than 10 years or life imprisonment, and shall also be fined or confiscated. Where there are other provisions in this Law, such provisions shall prevail. ? Therefore, those who provide false documents and other fictional facts, conceal the truth and defraud the social security fund should be investigated for criminal responsibility for fraud. In addition, according to the Supreme People's Court's Interpretation on Several Issues Concerning the Specific Application of Law in the Trial of Fraud Cases, individuals who defraud public or private property of more than 2,000 yuan belong to? A lot? ; Individuals who defraud public and private property of more than 30,000 yuan belong to? Huge amount? ; Personal fraud of public and private property of more than 200,000 yuan is fraud? The amount is particularly huge? .
(2) What is the legal responsibility for forging seals for fraudsters? Article 52 of the Law on Public Security Administration Punishment: Anyone who commits one of the following acts shall be detained for more than 10 and less than 15, and may also be fined less than 1000 yuan; If the circumstances are relatively minor, they shall be detained for not less than five days but not more than ten days, and may also be fined not more than 500 yuan: forging, altering or buying or selling official documents, certificates, certification documents and seals of state organs, people's organizations, enterprises, institutions or other organizations. ? Article 280 of the Criminal Law: Whoever forges, alters or buys or sells official documents, certificates or seals of state organs shall be sentenced to fixed-term imprisonment of not more than three years, criminal detention, public surveillance or deprivation of political rights; If the circumstances are serious, they shall be sentenced to fixed-term imprisonment of not less than three years but not more than ten years. Whoever forges the seal of a company, enterprise, institution or people's organization shall be sentenced to fixed-term imprisonment of not more than three years, criminal detention, public surveillance or deprivation of political rights. ? Therefore, those who forge seals for insurance fraudsters should be investigated for criminal responsibility according to the crime of forging objects and forging seals of state organs or companies; If it does not constitute a crime, it shall be handled in accordance with the relevant provisions of the Public Security Administration Punishment Law. In addition, those who collude with insurance fraudsters in advance and forge relevant seals for them to achieve the purpose of fraud should be punished as fraudsters.
(3) What legal responsibilities should an enterprise staff bear for accepting personal money to facilitate life insurance fraud? Article 163 of the Criminal Law stipulates that employees of companies, enterprises or other units who take advantage of their positions to ask for or illegally accept other people's property and seek benefits for others, if the amount is relatively large, shall be sentenced to fixed-term imprisonment of not more than five years or criminal detention; If the amount is huge, he shall be sentenced to fixed-term imprisonment of not less than five years and may also have his property confiscated. Employees of companies, enterprises or other units who take advantage of their positions in economic exchanges and accept kickbacks and service fees in various names in violation of state regulations, which are owned by individuals, shall be punished in accordance with the provisions of the preceding paragraph. Personnel engaged in public service in state-owned companies, enterprises or other state-owned units and personnel appointed by state-owned companies, enterprises or other state-owned units to engage in public service in non-state-owned companies, enterprises or other units shall be convicted and punished in accordance with the provisions of Articles 385 and 386 of this Law. ? Therefore, employees of companies, enterprises or other units who accept personal money to provide convenience for insurance fraudsters should be investigated for criminal responsibility according to the crime of accepting bribes by non-state employees. Persons who engage in official business in state-owned companies, enterprises or other state-owned units and those who are appointed by state-owned companies, enterprises or other state-owned units to engage in official business in non-state-owned companies, enterprises or other units accept personal property and provide convenience for insurance fraudsters, and shall be investigated for criminal responsibility according to the crime of accepting bribes.
(four) the staff of social security institutions take advantage of their positions and collude internally and externally to defraud the social security fund. How should they be investigated for criminal responsibility? Article 382 of the Criminal Law stipulates that it is a crime of corruption for a state functionary to embezzle, steal, cheat or illegally occupy public property by other means by taking advantage of his position. Personnel entrusted by state organs, state-owned companies, enterprises, institutions and people's organizations to manage state-owned property embezzle, steal, defraud or illegally occupy state-owned property in other ways by taking advantage of their positions, which is regarded as corruption. Whoever colludes with the personnel listed in the preceding two paragraphs and colludes with corruption shall be punished as a * * * offender. ? Therefore, if the staff of social security institutions use their position to collude with the staff of non-social security institutions to defraud social security funds, they should be investigated for criminal responsibility according to the crime of corruption.
Fourth, summary.
It is no doubt that social insurance fraud should be further regulated. "Social Insurance Law" has been criticized by the society for its light provisions on the consequences of legal liability determination in such cases, weak social insurance supervision and insufficient social anti-fraud. Facts have proved that in any country, economic, administrative and other legal means alone can not effectively solve the problem of defrauding social insurance benefits, and criminal means must be combined with other legal means to carry out comprehensive treatment. Under the existing legal framework, it is the most practical way for the legislature not to create a new legal system, nor to amend existing laws, but only to issue legal interpretations.
At the same time, we should also improve the law enforcement countermeasures to prevent fraudulent social insurance benefits. For example, the administrative coordination mechanism of social insurance anti-fraud should be established, including the supervision and coordination between social insurance related subjects, as well as the supervision and coordination mechanism between social insurance system and commercial insurance, the core of which is the establishment of information sharing platform and mechanism; To establish a special social insurance fund management system, in order to continuously improve the ability and effect of preventing and cracking down on social insurance fraud, we should not only continue to improve the current social insurance fund supervision system such as information disclosure, external audit and accounting rules, but also establish and improve the social insurance fund basic information management system and social insurance business file management system.
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