Marketing trong Bảo Hiểm – 4Ps + 1

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So bi “nem da” khi co vai nhan xet ve thi truong Bao hiem Phi nhan tho 2012, nen bat dau viet ve chu de Marketing trong Bao hiem de chia se nhieu hon.

Noi thang ra la nhieu nguoi lam trong bao hiem noi rieng va nhieu nguoi khong nghien cuu can ke ve marketing thuong hieu rang Marketing la 4P. Dieu nay cung chang sai vi ngay ca cac lop ve Marketing “khong den noi den chon” thuong vo hinh trung lam cho nguoi hoc hieu nhu vay. Ngay ca khi tiep xuc voi cac ban tung hoc chuyen nganh Marketing cung de dang nhan dinh nhu the.

Tat nhien, Marketing co lien quan mat thiet voi 4P, nhung khong chi co vay ma hon hon ca vay. Tuy nhien, bai viet nay khong de cap ve chu de tong the cua Marketing vi khong muon lam phuc tap them (va se de cap trong nhung bai viet thuan chat Marketing hon).

Mo dau bang khai niem 4P nay vi 2 tuan truoc den du mot buoi trinh bay cua mot giang vien tre ve Marketing, anh ay noi la 4P tuong tac qua lai voi nhau, cong ty nao manh ve P nao thi lay do lam trung tam. Ban nay nhan dinh the cung khong sai vi ban ay co nhieu kinh nghiem trong nganh quang cao va B2C marketing hon.

Doi voi nganh Bao hiem noi chung (ca Phi nhan tho lan Nhan tho), thi nhan dinh nay co nhieu diem phai xem lai va can nhac de ap dung. Boi vi, nganh bao hiem co 1 P rat dac thu, do la Promise. Nguoi mua, tam goi nhu vay, se chang biet mac mui cua Product ma ho mua cho den khi co Loss hoac Claim, Ton that, xay ra. Va thuc te, bat chap cac cong ty co lam gi voi 4P di chang nua thi sau cung khach hang se danh gia chat luong san pham cua cac cong ty bao hiem va cam nhan duoc ho co thuc hai long khong khi, va sau khi ho duoc giai quyet boi thuong. Day la dac thu ma cac nganh khac khong co.

Noi them cho ro la, cac nganh khac, ngay khi khach hang bo tien ra, ho se co Product trong tay, sau khi nghien cuu ve Price, anh huong boi Promotion va den mot Place nao do de mua. Trong khi do, nguoi mua bao hiem se chang thuc su co Product = Promise neu nhu chua co ton that xay ra. Mot doanh nghiep mua Bao hiem chay co khi hop dong bao hiem duoc tai tuc nam nay qua nam khac ma khac hang van chua co dip “trai nghiem” nhan tien boi thuong. Mot khach hang mua bao hiem nhan tho duoi hinh thuc Endownment, sau 5,10, hoac 15 nam, neu khong co su kien bao hiem xay ra, thi ho se khong co trai nghiem gi het, tru so tien bao hiem da tiet kiem suot thoi gian do.

Vi du dien hinh gan nhat la bao Doi song Phap Luat ngay 26/12/2012 dang mot mau thong bao cua cong ty Diana yeu cau cong ty Bao hiem SHB-Vinacomin phai thanh toan so tien boi thuong 16,520,000 dong theo Quyet dinh cua Toa an tu thang 7/2012. Nhu vay, chac chac truoc do hai ben da tranh cai qua lai va mai den bay gio, cong ty Diana van chua nhan duoc san pham sau cung ma ho da bo tien ra mua.

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The thi van de can duoc ket luan la vay P nao se lam trung tam cho cac cong ty bao hiem? Chang le cac cong ty bao hiem khong can trong tam P nao trong 4P? Cau tra loi la Promise la la cai nhan (Core) duoc bao boc boi lop vo, bao gom 4P: Product, Price, Place, Promotion. Mot cong ty bao hiem co the thiet ke ra cac san pham co pham vi bao hiem rat rong, cac muc ty le phi rat canh tranh, co nhieu chi nhanh, he thong toi tan va luc luong nhan vien hung hau, va co nhung chuong trinh chieu thi rat tot, nhung khong lam tot viec boi thuong thi khach hang se lan luot doi non ra di va tao nhung hieu ung xau khong chi voi chinh cong ty ma con cho ca nganh bao hiem.

Ket thuc post nay, toi muon chia se them rang, lam business nao chu tin phai dat len hang dau nhu Mo hinh minh hoa o tren (va toi se co mot bai viet chi tiet ve mo hinh nay). Trong bao hiem, ai kinh qua cung nam long cau noi nay: “Selling Insurance is selling Promise, no more no less”.

Posted by HMT

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