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Second, the insurance company marketing plan
I. objective two. Background analysis 1. Status of products and services. SWOT analysis of the insurance industry itself (3). Marketing strategy 1. The goal of marketing the party II. Different groups produce different programs. 3. Advertising strategy: advertising slogan-China Life, care for everyone around you. 4. Marketing strategy for special festivals. The enterprise target verb (abbreviation of verb) was awarded to China Life Insurance Company for marketing planning 1. In order to fully implement the sales target of China Life Insurance Company and the task of the working meeting, aiming at the gap of insurance awareness between rural and urban areas in China, we should mobilize the enthusiasm of all employees, enhance team cooperation ability, improve team fighting capacity, carry forward the spirit of tenacious struggle, and successfully complete the goals set by the company. 2. Product and Service Status China Life Insurance Company is a large state-owned financial insurance enterprise, one of the top 500 Chinese brands and a central financial enterprise. The company's predecessor was the former China People's Insurance Company, which was established in 1949. PICC Life Insurance Company was established in 1996 and changed its name to China Life Insurance Company in 1999. In 2003, with the approval of the State Council, China Insurance Regulatory Commission approved the original China Life Insurance Company to be changed into China Life Insurance Group Company. Mainly life insurance, property insurance and endowment insurance. SWOT analysis With the development of China's economy, the competition of insurance companies is the rivals of enterprises, which is an advantage analysis method. By evaluating strengths, weaknesses and market development. It is used to formulate the development of the enterprise, position the enterprise, and conduct a thorough and comprehensive analysis of the advantages of the enterprise. According to the operating conditions of the enterprise, it has great potential. The following SWOT model is used to analyze the experience of China Life in detail. 1. Advantages (1) Product advantages: It has greatly provided medical security for people, reduced medical expenses, alleviated people's economic pressure and recovered losses. (2) Environmental Advantages 3360 A good environment is that people are willing to work in China Life Insurance Company. (3) Structural advantages: China Life Insurance Company has a long history, broad cultural spirit and huge scale. 2. Disadvantages (1) Insufficient publicity (2) Many potential customers. Some customers personally go to the company to buy a guarantee for themselves and reach a cooperative relationship with the company through early prevention and early harvest. It provides a good platform for personal development, greatly exercises emotional intelligence and provides many opportunities to study abroad. It is an ideal place for customers to negotiate and hold activities. (3) Word-of-mouth products hold regular activities to attract customers. (4) claiming to be a huge group, with strong technology and excellent service, providing convenience for people. China's life insurance company is unique and will always be the first in China. Two. Marketing objectives and product introduction The main products are in insurance companies, and the best product is China Life Credit Suisse Bank. This product covers the whole insurance market, with the most complete functions, the best cost performance and low cost. (1) Health insurance with quick return of funds. (2) Questions and answers related to underwriting of major illness pension insurance: What is the difference between financial marketing and marketing? The difference between financial marketing and marketing is as follows: 1. Define different financial marketing: financial marketing is the application of enterprise marketing concept in the financial field after the economic and financial development has reached a certain stage. Especially in the financial field, it is a sub-industry. . Marketing: Marketing is an activity, process and system that brings value to customers, customers, partners and the whole society in the process of creating, spreading, spreading and exchanging products. Two, the different contents of financial marketing: including the elements and characteristics of financial marketing, financial marketing environment analysis, financial market analysis, financial marketing strategy and plan. Marketing: including analyzing market opportunities, selecting target markets, determining marketing strategies and managing marketing activities. Third, the use of different financial marketing: only applicable to the financial field. Marketing: it is suitable for the whole industry and is the need of marketing in various industries. Related questions and answers: How can financial enterprises acquire customers through marketing in the future? Text/Lin Zuohong, Head of Global Transaction Service Department of Guangfa Bank Source/Treasury China | Fortune Fashion Magazine In the past, commercial banks' understanding of customers was generally limited to basic information, financial statements and other required information. However, due to the needs of business development, banks know more about customers than this: communicate with customers more, listen, observe and think carefully, and have a deeper understanding of what major changes have taken place in customer operations and what challenges they face, and even know customers better than customers. How will financial enterprises such as banks acquire customers through marketing in the future? To provide customers with more matching products, different industries, different business models, different management methods and different levels of development will affect the needs of corporate customers and the degree of product matching. For the most basic payment business, large enterprises have perfect internal management and complex operational risk management and control. External payment often needs to be approved by financial personnel, chief financial officer and chief financial officer at multiple levels. Small enterprises have limited manpower and pursue efficient operation, so the process is relatively simple. Generally, one person can complete the payment operation after approval, or even a single person can operate it. Transaction bank is a financial service behavior based on the understanding of customers' high-frequency transactions, enterprise operations and customer needs. To establish good customer stickiness, it is necessary to provide customers with more matching products. For large enterprises, banks need to flexibly configure the operation process according to the internal management process of the enterprise to fully meet the complex internal control needs of multi-level approval of the enterprise. For small enterprises, banks also need to provide simple and flexible operation methods to meet the needs of single or double operation of enterprises. To provide customers with matching product requirements, banks have a clearer understanding of customers. Through KYC on the customer's operating conditions, financial management mode, collection and payment characteristics, capital planning, financial preferences, etc., the pain points and excitement of the enterprise are analyzed, and the product service plan is tailored. On this basis, the typical characteristics of customers are gradually summarized and analyzed, so as to introduce industry solutions, financial management model solutions, business model solutions, etc., so as to achieve the purpose of rapidly promoting transaction banking. To provide customers with a good experience, customer experience refers to the most direct feelings of customers after using goods. This feeling includes: operating habits, psychological thoughts after use, etc. Customer experience has been highly valued in the Internet industry, and WeChat and Alipay are all striving to optimize the customer experience. There are many similarities between transaction banks and the internet, such as frequent occurrence; The main docking channels are online (PC, mobile phone) and so on. Compared with the Internet industry, the customer experience of transaction banks not only needs to consider the convenience of electronic channels, customized design of business use systems, beautiful and acceptable operating interfaces and other online experiences, but also needs to consider the online inspection and online and offline connection experiences, such as the professionalism of product managers, the maintenance of customer relationships of account managers, the convenience of online transactions and offline interactions, which will all affect the customer experience. All these require overall planning and design, as well as long-term business practice, experience accumulation and mutual integration. Binding customers with more products/product combinations From the practical experience of banks, if customers use more than three banking products, the customer stickiness will be greatly improved at this time, and if more than five banking products are used, customers will basically not be lost. According to the characteristics of transaction banks, it is necessary for banks to use more products/solutions to bind customers by tapping more cooperation opportunities for customers through continuous customer transactions. For example, retail enterprises will have the characteristics of small collection amount, high collection frequency and high cash ratio, and need to support POS card swiping and mobile payment. The factory mainly receives money from downstream dealers, which has the characteristics of large amount of money, low frequency of money collection and high proportion of bills. So as far as collection is concerned, the products needed by retail enterprises and the products needed by production factories are completely different. Even for the same manufacturer and different industries, the demand for payment will be different. For example, compared with small household appliance manufacturers, automobile manufacturers receive higher bills, while small household appliance manufacturers may have shorter payment cycle due to fierce market competition, but they may also provide credit sales and other means. Taking retail enterprises as an example, banks can provide comprehensive solutions including POS credit card, mobile payment, national general enterprise settlement card, fund collection and other products. In the actual business promotion, in most cases, customer cooperation is to tap the potential needs of customers through a product, so the continuous tracking and analysis of customers is an important part of the development of transaction banking business. The content of continuous follow-up includes not only the application of customer products, but also in-depth understanding and analysis of the problems and difficulties that customers may face in their business activities, and whether bank products can solve or alleviate customers' situation. For example, how to manage the working capital of an enterprise, whether the funds of branches/subsidiaries have sufficient control, whether there is a possibility of cash shortage and how to supplement the working capital of an enterprise. These will be opportunities for banks and enterprises to further strengthen cooperation. Covering and building more usage scenarios The basis of trading banks is the intraday trading of customers, and the limitation of trading scenarios will affect the usage frequency of customers. For example, the traditional bank payment is transfer and remittance, and the use method is to fill in the form at the counter or pay through online banking. The scene of face-to-face delivery is difficult to cover, and customers can only choose cash transactions after withdrawal or use bills and other alternatives. Can transaction banking products cover these scenarios? The mobile check product developed by China Merchants Bank can solve the problem of offline face-to-face delivery. In addition to covering scenes that have not been covered before, more scenes can be built to increase the frequency of customers' use, such as cooperating with some third-party trading platforms to extend trading banking products to industrial platforms and industrial chains. Ping An Bank's Ping An E-treasure is to cooperate with a large number of trading platforms, thus expanding the scope of use of Ping An Bank accounts. In addition to the above-mentioned collection and payment products, the credit business that banks are best at is also in urgent need of combining with the scene, thus broadening the road of development. In the current economic downturn, small business loans are very risky. Even though the government has repeatedly encouraged small enterprises to raise funds, there is no good solution to how to control risks. Through specific scenarios, it is a road worth exploring for banks to close funds on the basis of fully cooperating with cash management business. Upstream and downstream chain development, forming an ecological circle. Through long-term and frequent cooperation with core customers, trading banks can mine upstream and downstream trading information. Based on the authenticity of the transaction, banks can focus on core customers, accurately market upstream and downstream enterprises, provide additional benefits for the supply chain by reducing the risk cost brought by information symmetry, and acquire customers in batches. The business information of the above downstream customers in turn helps the core customers to enhance their competitiveness, thus obtaining the customer stickiness of supply chain. When the industry supply chain develops to a certain extent, an ecosystem with core customers as nodes can be established, which will be a more stable structure, the transaction ecosystem will be relatively closed, and the acquisition of customer information and business information will be more real and simple, thus effectively solving the problems of information balance and risk control in financial business. This is also the core value of developing transaction banks.
Third, how does insurance market the activity plan?
Baidu once found a "short message marketing program topic", which contains an article about finance, and the landlord can also search it. In addition, there are SMS marketing schemes for real estate, catering, hotels, flower shops, automobiles, logistics and other industries. The topic is very good. Recommend the landlord to have a look!
Four, the insurance company marketing plan
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Q: The marketing plan of the insurance company.
A: It is the same as the general programming procedure.