What are the contents of the marketing model plan? Marketing is divided into positioning marketing, differentiated marketing, data marketing, telephone marketing, on-site marketing and other modes. So according to these models, what marketing model schemes can be formulated? Look at the sharing of this article.
Marketing mode scheme 1 one or five marketing modes
1, positioning marketing
Focus on enrollment targets and target groups, mainly poor students in junior and senior high schools.
2. Differentiated marketing
Focus on promoting their own teaching characteristics, teachers, software and hardware facilities. And highlight the commitment to enrollment. If the result is not up to standard, it will be returned immediately 100%.
3. Data marketing
Teachers in public schools can obtain students' home phone numbers and addresses, establish a student database, get in close contact with prospective students, and carry out targeted publicity according to students' foreign language foundation to achieve the purpose of terminal interception.
4. Telemarketing
That is, on the basis of establishing a database, we can further contact and communicate with the target population by using telemarketing.
5. On-site marketing
Students and parents who need to fill in the database are invited to the school. By holding an "open class" with real scenes, examples and actual effects, students' concerns are dispelled, enrollment motivation is activated, and the enrollment site is detonated.
Second, the specific plan
1, positioning marketing
Change the propaganda mode of simply distributing low-quality leaflets, take the school as the center, set up ten propaganda and consultation points according to the geographical location, and publicize, consult and explain them one by one.
Personnel uniformly identify, distribute tapes, hang banners, set up exhibition boards, create momentum and attract consultants through visual stimulation and effective communication. When handing out leaflets to consultants, we should learn more about students' information, leaving detailed information such as students' names, schools and classes, parents' names, work units, contact numbers, and establishing detailed prospective students.
2. Differentiated marketing
Advertising language: Promise points (banner+display board). Pay attention to the slogan, or it will be so prominent and powerful!
3. Telemarketing
On the basis of detailed database, organize telemarketers to carry out pre-job training, emphasize the importance of this link, sort out the collected data, clarify the division of labor, and conduct secondary telephone communication to show care for children and shape a good image.
4. On-site marketing
Through the establishment of the early database, the transmission and invitation of telephone information, a carefully organized "large-scale free open class for foreign teachers" is bound to attract the attention of most prospective parents and students, and the enrollment site will detonate.
Marketing mode scheme 21. Insurance marketing
Insurance marketing is a series of activities that take insurance as a special commodity, take consumers' demand for this special commodity as the guide, take consumers' demand for risk transfer as the center, and transfer insurance commodities to consumers by means of overall marketing or collaborative marketing, so as to realize the long-term business objectives of insurance companies.
Second, the importance of insurance marketing
With the deepening of China's socialist market economic system, insurance service, as a special "commodity", like most commodities, bid farewell to the shortage era and began fierce market competition. In the past, the marketing concept of focusing on "producing" and "providing" products has been unable to adapt to the changed business environment. As a brand-new enterprise management theory and method, marketing has gradually attracted the attention of the insurance industry and been introduced into this new field.
Third, the strategic policy.
Marketing is a strategic means for insurance companies to create a good corporate image. Through a series of strategies such as market demand analysis, target market positioning, product structure optimization, smooth sales channels, high-quality customer service, promotion, advertising and public welfare activities, marketing can not only provide customers with high-quality services, but also improve the company's visibility and communication reputation. Over time, it has created a good image of the company and won the trust and support of the public. In the fierce market competition, a good corporate image, public trust and support are the brand and core competitiveness.
Fourth, strategic measures.
Marketing is a strategic measure to tap the potential demand of insurance and open up new growth space. Compared with the "all-inclusive" insurance system in developed countries, there is still a big gap in China and the potential demand is huge. In 2002, China's commercial insurance premium income was 305.3 billion yuan, and it is estimated that by 2005, China's premium scale will reach 500 billion yuan. Although there is a saying that "China is the last largest undeveloped market tide on the earth", the competition of insurance industry in China is still extremely fierce, showing a situation of relative supply exceeding demand. One problem reflected by this is that while the competition for effective demand of insurance is fierce, a considerable part of potential demand has not been transformed into effective demand. Therefore, whoever can develop the potential demand will open up new growth space and win the rapid development of the company. Compared with traditional marketing methods, marketing not only pays more attention to the application of systematic and comprehensive methods, but also helps to tap potential demand, extend the tentacles of enterprises and expand business volume. Not only that, because marketing is closer to the market and customers, we can fully understand the information of the market and customers, which is more conducive to subdividing and accurately positioning the market, innovating and personalizing its products and services, and enhancing its competitiveness. An additional gain is that the reduction of information asymmetry helps to prevent moral hazard and adverse selection in insurance sales.
Five, the core of insurance marketing
The development of potential customers is the core of insurance marketing. As a salesman with strong professional skills, it is difficult to achieve good results without customers. Even if the professional ability is not very strong, as long as there are many customers, the same performance will not be bad. Therefore, the development of potential customers is the core of insurance marketing. Therefore, brand simulcast uses media news as a new promotion method for enterprises. Compared with hard advertising or traditional B2B platform promotion, the internet has developed to today, and the majority of netizens have a much higher degree of acceptance of news. They are also doing publicity and marketing, hoping to find, influence and impress potential customers. Why not publicize in the form of news, so that the public can unconsciously accept the news broadcast of information enterprises?
Sixth, the reform era of insurance marketing.
With the rapid expansion of insurance customers, problems such as personnel management and cost will inevitably appear. Under the current situation, technological progress has brought some new solutions to the insurance industry. In the era of increasingly mature intelligent services in the insurance industry, intelligent communication, Internet of Things and cloud computing have become important means of intelligent marketing.
A historic technological innovation indicates that the insurance industry in China will open a new era.
Since China's reform and opening up, the insurance industry has grown at an average annual rate of 35. 08% of the speed of rapid development. With state-owned insurance as the main body, Chinese and foreign insurance companies coexist, foreign insurance companies compete to enter, and the insurance market pattern of competitive development of many insurance companies has been formed. With the continuous expansion of the insurance industry, the development momentum has soared, which has intensified the competition in the insurance industry. The development of many insurance companies is facing severe challenges, and their business risks are gradually increasing. So far, excellent marketing ability and service level have become the key for insurance companies to achieve differentiated competition and win the market.
Seven, the concept of insurance marketing innovation
1, we must accurately grasp the connotation of insurance marketing.
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 insurance industry began to practice in 1990s. Many people in the insurance industry believe that insurance marketing means that salesmen "sell" insurance policies; 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.
2. We must establish the concept of service marketing.
Promote the concept of service marketing 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 always focus on "customer satisfaction".
Eight, around the broad concept of service marketing, insurance companies should establish the following systematic marketing concepts:
1, the concept of market segmentation.
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, the segmented sub-market is often life insurance, and the life insurance market can be segmented 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 strategy to select the target market, 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. Through differentiation, on the one hand, we provide customers with "tailor-made" services and 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. Special attention should be paid to correcting the above two deviations, that is, "service before re-insurance is lighter than service after insurance" and "lack of insurance-related services but excessive involvement in customer life services". 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.
Nine, we must enhance brand awareness.
Vigorously shape a good corporate image and create a corporate culture. Through the steady growth and quality service of enterprises, excellent corporate culture construction, public welfare activities and modern media means, we can condense the strong brand of enterprises, vigorously shape and spread the beautiful image of enterprises in the eyes of the public, and create a dynamic and enterprising corporate culture internally, so as to enhance the core competitiveness of enterprises and win long-term "currency tickets" from the public.