Strahuvannya - Osadets SS

Rozdіl 5. Marketing at strahuvannі

5.1. Ponyattya, the value of i in the product marketing strahuvannі

Especially Location in dіyalnostі strahovoї kompanії vіdvoditsya Marketing - market analysis method doslіdzhennya insurance i vplivu on Demba s metoyu otrimannya kompanієyu yakomoga bіlshogo pributku.

The word "marketing" like od anglіyskogo «Market getting» - zavoyuvannya (zahoplennya, dosyagnennya) market analysis. Leaning zastosuvali yogo amerikanskі farmers in the 30 Rokach XX century. Ofіtsіyno termіn "marketing" leaning zaprovadila Natsionalna asotsіatsіya vikladachіv US Economy (1935 p.). Zgoda termіn vzhivaєtsya dedalі Shirshov i on sogodnі Yea one іz domіnuyuchih i naybіlsh uzhivanih in the minds rinkovoї Economy.

In strahuvannі termіn "marketing" became vzhivati ​​s cob 60s rokіv.

Mezhі yogo vikoristannya dosit shirokі against naypovnіshe rozkrivaє yogo TAKE tlumachennya:

Marketing in strahuvannі - Tse complex zahodіv, spryamovanih on formuvannya th postіyne vdoskonalennya dіyalnostі insurers and the Same: a) the insurance rozrobka konkurentospromozhnih produktіv (poslug) for specific kategorіy spozhivachіv (strahuvalnikіv); b) uprovadzhennya ratsіonalnih realіzatsії forms Tsikh produktіv for nalezhnogo servіsu that ADs; c) i zbіr analіz Informácie schodo efektivnostі dіyalnostі insurers.

Look around funktsіonalnih zavdan, SSMSC virіshuyutsya zaznachenim zahodіv complex pokazuє scho practical zhodny s basic vidіv statutnoї dіyalnostі insurers do not pose lishaєtsya uwagi service marketing. Pershochergove її zavdannya - Poshuk chi vibіr potentsіynogo klієnta insurers, formuvannya pressing potreb tsogo klієnta have insurance that zahistі z'yasuvannya yogo platospromozhnostі. Dali Service Marketing viznachaє parametric insurance products Offers schodo yogo realіzatsії, zbiraє іnformatsіyu in seredovischі factuality spozhivachіv INSURANCE produktіv, rozroblyaє rekomendatsії, spryamovanі on vdoskonalennya robots insurer s metoyu zakrіplennya that rozvitku kategorіy klієntіv, Poshuk novih potentsіynih segmentіv market analysis.

Marketing - tse zamkneny Act reasonably cycle yaky postіyno is staying in aktivnіy dinamіtsі i produkuє іnformatsіyno Advisory Relief nasampered vischim Posadov ladies insurers, underwriting pіdrozdіlam, akvіzitsії that zv'yazkіv s gromadskіstyu. Taqiy vikonuєtsya Act reasonably complex for programa troh elementіv Marketing: strategіchnogo, she promptly organіzatsіynogo.

Before zahodіv strategіchnogo marketing vіdnosyat:

  • doslіdzhennya insurance market analysis that yogo segmentatsіyu;
  • viznachennya іndikativnih pokaznikіv strahovoї produktsії;
  • rozrobku propozitsіy that proektіv schodo strategії away rozvitku insurers.

Operational Marketing peredbachaє:

  • analіz stream will realіzatsії poslug of insurance;
  • profesіynu pіdgotovku fahіvtsіv that the insurance poserednikіv;
  • company profile of the advertising zahodіv i zv'yazkіv s gromadskіstyu;
  • rozrobku that vprovadzhennya dodatkovih servіsnih poslug strahuvalnikam.

In furrows organіzatsіynogo marketing virіshuyutsya takі zavdannya:

  • monіtoring organіzatsіynih vzaєmozv'yazkіv in strukturі strahovoї kompanії;
  • pіdvischennya efektivnostі vzaєmodії structural pіdrozdіlіv insurers;
  • uprovadzhennya zahodіv schodo zmіtsnennya korporativnoї culture insurer personnel.

W hover perelіku viplivaє scho zavdannya sluzhbі marketing mozhut staviti, zokrema in odnіy іz these forms:

  • formі have a problem - if formulyuєtsya specific problems in dіyalnostі insurers i proponuєtsya rozrobiti varіanti її rozv'yazannya chi usunennya reasons scho prizveli to neї;
  • in formі zadachі - on vibіr optimal varіanta s nayavnih mozhlivih for specific nutrition in dіyalnostі insurers;
  • in formі zapitіv (stink, yak usually nadhodyat od Pevnyi pіdrozdіlіv chi fahіvtsіv insurers) - schodo otrimannya ekspertnoї otsіnki s specific power (strahovі tariffs analogіchnih produktіv in konkurentіv, efektivnіst novoї zaprovadzhenoї pіdrozdіlom FORMS advertisements gradatsіya zapitіv konkretnoї groupies postіynih klієntіv, otsіnka of Quality іnstruktivnih materіalіv Insurance agentіv i t. іn.).

When tsomu Zi service marketing Got Booty chіtko uzgodzhena dotsіlna Glibin doslіdzhennya, termіni vikonannya, obsyag ochіkuvanih materіalіv that concrete dopomoga (konsultatsії, poperedno otrimanі danі toscho), yak Got Booty Nada.

Okrіm іnformatsіyno-analіtichnih materіalіv, perevagoyu yakih Je mozhlivіst dopovnennya, neodnorazovogo vikoristannya, nagromadzhennya that poshirennya in pіdrozdіlah, service marketing mozhut podavati svoї produkti th at formі demonstratsіynih rozrobok.

Main Sered are shaping can Buti:

  • Venue of dіlovih Igor - one іz nayefektivnіshih metodіv pіdgotovki before the vazhlivih peregovorіv vіdpratsyuvannyam varіantіv i koordinatsієyu Act reasonably uchasnikіv s side of insurers; nabuttya practicality navichok in dіyalnostі fahіvtsіv (chi INSURANCE poserednikіv) Yakscho for funktsіonalnimi obov'yazkami ostannі zaluchenі to the robot s klієntami;
  • modelyuvannya that analіz specific situatsіy, demonstruvannya th otsіnyuvannya rіznih varіantіv Act reasonably fahіvtsіv insurers in robotі s klієntami;
  • nadannya naochnih materіalіv (maketіv polіsіv methodically rozrobok, advertising materіalіv toscho) s Vlasnyi doslіdzhen, practices robots konkurentіv chi іnshih sub'єktіv gospodaryuvannya.

Odnієyu s nayvazhlivіshih minds when pіdgotovtsі service marketing kіntsevih produktіv svoєї dіyalnostі Je manifested rozumnoї іnіtsіativi, KOTRA bazuєtsya on glibokomu usvіdomlennі fahіvtsyami service prіoritetnih napryamkіv i printsipіv robots insurers, i Got to metі Povny th usebіchne vikoristannya in іnteresah kerіvnih organіv i pіdrozdіlіv insurers zіbranoї that sistematizovanoї Informácie scho її opratsovuє service.