1. Multinational Market Survey of Global Insurance Groups

1.1 background

The insurance group is a company that provides diversified insurance products and services worldwide, with customers in more than 100 countries and regions. The insurance group hopes to gain a deeper understanding of the needs and behaviors of insurance consumers in different countries and regions, so that it can provide insurance products and services that are more in line with the local market and enhance its global competitiveness and market share.

1.2 Objectives

The main market research objectives of the insurance group are:

Understand the basic characteristics of insurance consumers in different countries and regions, the motivations, attitudes and behaviors of insurance purchase and use, insurance preferences and expectations, insurance satisfaction and loyalty, etc;

Analysis of the differences and differences among insurance consumers in different countries and regions, as well as the factors that affect these differences and differences, such as culture, society, economy, law, politics, etc;

Based on market research results, provide advice and guidance on the design, pricing, distribution, promotion, etc. of insurance products and services in different countries and regions.

1.3 method

The insurance group uses a variety of market research methods, including:

Literature review: Collected and analyzed the relevant literature on the insurance market in different countries and regions, such as industry reports, academic papers, policy documents, etc., in order to obtain macro market information and trends;

Online questionnaire survey: an online questionnaire covering the basic characteristics of insurance consumers, motivation, attitude and behavior of insurance purchase and use, insurance preference and expectation, insurance satisfaction and loyalty was designed. Through the cooperative institutions and channels of various countries and regions, the target sample was distributed and recycled, and about 20000 valid questionnaires from 50 countries and regions were collected;

In-depth interviews: In each country and region, a part of the participants in the online questionnaire survey were selected and conducted in-depth interviews to obtain more specific and detailed information and insights on the needs and behaviors of insurance consumers;

Focus group discussions: In each country and region, several focus groups of 6-10 insurance consumers were organized to discuss insurance products and services to obtain more opinions and feedback from insurance consumers.

1.4 Results

Through the collation, analysis and interpretation of the market survey data, the insurance group obtained the following main results:

There are significant differences and differences in insurance demand and behavior of insurance consumers in different countries and regions, which are affected by many factors, such as culture, society, economy, law, politics, etc;

Insurance consumers in some countries and regions have higher awareness and acceptance of insurance, greater frequency and amount of insurance purchase and use, clearer insurance preferences and expectations, and higher insurance satisfaction and loyalty, such as the United States, the United Kingdom, Japan, Germany, etc;

Insurance consumers in some countries and regions have low awareness and acceptance of insurance, low frequency and amount of insurance purchase and use, vague insurance preferences and expectations, and low insurance satisfaction and loyalty, such as China, India, Brazil, Russia, etc;

Insurance consumers in different countries and regions have different needs and preferences for different types of insurance products and services. For example, insurance consumers in some countries and regions are more inclined to buy and use traditional insurance products and services, such as life insurance, property insurance, medical insurance, etc., while insurance consumers in some countries and regions are more inclined to buy and use emerging insurance products and services, such as environmental insurance, network insurance, travel insurance and so on.

1.5 recommendations

Based on the market survey results, the insurance group has made the following recommendations for the design, pricing, distribution, promotion, etc. of insurance products and services in different countries and regions:

Develop more targeted and differentiated insurance products and services to meet the needs and expectations of different markets in accordance with the differences and differences in the needs and behaviors of insurance consumers in different countries and regions;

According to the characteristics and trends of the insurance market in different countries and regions, formulate more flexible and innovative insurance pricing and distribution strategies to adapt to the competition and changes in different markets;

According to the cognition and acceptance of insurance consumers in different countries and regions, formulate more effective and attractive insurance promotion and communication strategies to enhance brand awareness and influence in different markets;

A Survey of the Brand Image of Insurance Companies in Asia, 2.

2.1 background

The insurance company is a company that provides a variety of insurance products and services in Asia, with customers in more than 10 countries and regions. The insurer hopes to enhance its brand image and popularity to increase its market competitiveness and attractiveness.

2.2 Objectives

The main market research objectives of the insurance company are:

To understand the cognition, impression, evaluation and trust of the insurance consumers in their target market;

Analyze the advantages and disadvantages of its brand image and popularity, as well as the factors that affect its brand image and popularity, such as product quality, service level, advertising effect, word-of-mouth communication, etc;

Based on the results of market research, it provides suggestions and guidance for its brand communication and promotion of its brand value.

2.3 method

The insurance company used the following market research methods, including:

Brand awareness test: through the online platform, show the brand name, logo, slogan, etc. of the insurance company to the target sample, test its cognition and memory of the insurance company's brand, and compare with other competing brands;

Brand image evaluation: through online questionnaire survey, the target sample is asked a series of questions about the attributes, characteristics, value, emotion and other aspects of the insurance company's brand, and the impression and evaluation of the insurance company's brand, as well as the difference with other competitive brands;

Brand trust measurement: through online questionnaire survey, the target sample is asked a series of questions about the reliability, professionalism, integrity and responsibility of the insurance company's brand, and its trust and loyalty to the insurance company's brand is measured, as well as the comparison with other competitive brands;

Brand influence factor analysis: through online questionnaire survey, a series of questions about the influence factors of the insurance company's brand are put forward to the target sample, such as product quality, service level, advertising effect, word-of-mouth communication, etc., and the degree and direction of its influence on the brand image and popularity of the insurance company, as well as the difference from other competitive brands.

2.4 Results

Through the collation, analysis and interpretation of the market survey data, the insurance company obtained the following main results:

The brand awareness of the insurance company is at a medium level in its target market, higher than some emerging insurance companies, but lower than some established insurance companies;

The brand image of the insurance company shows a certain differentiation in its target market, and it is regarded as an innovative, flexible and close to customers, but there are also some shortcomings, such as lack of professionalism, authority, stability and so on;

The insurance company's brand trust is at a low level in its target market, lower than some established insurance companies, but higher than some emerging insurance companies;

Among the brand influencing factors of the insurance company, product quality, service level, advertising effect, word-of-mouth communication and so on have a certain positive impact, but the degree and direction of influence are not the same, such as product quality and service level have a greater impact, advertising effect and word-of-mouth communication have a smaller impact.

2.5 recommendations

Based on the results of the market survey, the insurance company made the following recommendations for its brand communication and promotion of its brand value:

Improve its brand awareness, through more effective advertising and publicity strategies, increase its brand exposure and coverage, and enhance its brand awareness and memory;

Strengthen its brand image, highlight its brand differentiation advantages through more targeted brand positioning and communication strategies, and enhance its brand impression and evaluation;

Enhance the trust of its brand, increase the reliability and professionalism of its brand through better products and services, and enhance the trust and loyalty of its brand;

Use its brand influence factors to meet the diverse needs of customers through more flexible products and services, and enhance the influence and attractiveness of its brand.

Exploration of Emerging Insurance Areas 3. American Insurance Companies

3.1 background

The insurer is a provider of a wide range of insurance products and services in the United States, with more than 50 million customers. The insurer hopes to explore emerging insurance areas and opportunities to expand its business and increase its market share.

3.2 Objectives

The main market research objectives of the insurance company are:

Understand the perceptions, needs, preferences and expectations of insurance consumers in their target markets for emerging insurance areas and opportunities;

Analyze the market potential, competitive situation, risks and challenges of emerging insurance fields and opportunities;

Provide advice and guidance on the development and promotion of its emerging insurance products and services based on market research results.

3.3 method

The insurance company used the following market research methods, including:

Identification of emerging insurance areas and opportunities: through literature review, expert interviews, industry observation and other methods, identify some emerging insurance areas and opportunities, such as environmental insurance, network insurance, travel insurance, shared economic insurance, artificial intelligence insurance, etc;

Assessment of emerging insurance areas and opportunities: through online questionnaires, in-depth interviews, focus group discussions and other methods, assess the target sample's perception, needs, preferences and expectations of emerging insurance areas and opportunities, as well as the market potential, competitive situation, risk challenges, etc. of emerging insurance areas and opportunities;

Testing of emerging insurance products and services: through prototype design, sample trial, user feedback and other methods, test the acceptance, satisfaction and loyalty of the target sample to emerging insurance products and services, as well as the advantages and disadvantages of emerging insurance products and services, the direction and suggestions for improvement and optimization.

3.4 Results

Through the collation, analysis and interpretation of the market survey data, the insurance company obtained the following main results:

Emerging insurance areas and opportunities have certain needs and preferences in their target markets, but there are also certain cognitive and acceptance barriers, such as insufficient understanding of emerging insurance areas and opportunities, lack of trust in emerging insurance products and services, and high price sensitivity to emerging insurance products and services;

Emerging insurance fields and opportunities have certain market potential in their target markets, but they also face certain competition and risk challenges, such as competitor follow-up and imitation, legal and regulatory uncertainty and changes, technology and data Security and reliability, etc;

Emerging insurance products and services are welcomed and supported in their target markets, but there is also room for improvement and optimization. for example, the design of products and services is more in line with the needs and preferences of customers, the pricing of products and services is more in line with the affordability and expectations of customers, and the distribution and promotion of products and services are more convenient and effective.

3.5 recommendations

Based on the market survey results, the insurer made the following recommendations for the development and promotion of its emerging insurance products and services:

Increase the awareness and acceptance of emerging insurance areas and opportunities among insurance consumers in their target markets, increase their understanding and trust in emerging insurance areas and opportunities through more education and publicity activities, and reduce their price sensitivity to emerging insurance products and services;

Grasp the market potential of the emerging insurance fields and opportunities in its target market, evaluate the scale and growth of the emerging insurance fields and opportunities in its target market through more market analysis and forecast, and deal with the competition and risk challenges in its target market, such as strengthening its competitive advantage and differentiation, complying with legal and regulatory requirements and changes, ensuring the safety and reliability of technology and data;

Optimize the quality and effect of emerging insurance products and services in its target market, and improve and optimize the design, pricing, distribution and promotion of emerging insurance products and services in its target market through more user testing and feedback, so as to improve the acceptance, satisfaction and loyalty of emerging insurance products and services in its target market.