Research On Health Insurance Service Marketing Strategies Of Pacific Insurance Company Jilin Branch

Insurance has now come out from the dilemma of passive marketing and is no longer synonymous with deception,waste and unnecessary.With the continuous improvement of people's living standards,people's concern for their own health has gradually formed.They take the initiative to understand and pay attention to the various health insurance products of insurance companies,which is no longer a rare matter;The policy support of the country also contributes to the development of insurance industry,and help it to standardize and perfect continuously.With the rapid development of the times,insurance companies have to provide effective product mix and marketing methods to improve their competitiveness and meet the needs of the market.Only through constant innovation and transformation can insurance companies have a place in the growing market.The importance of the independent existence of this kind of insurance can be seen from the separation of health insurance from life insurance.Health insurance has quickly become the major insurance that companies value and mainly sell.From some data,we can see that the growth rate of health insurance is particularly prominent,and the market is in a diversified competition situation.However,commercial health insurance in China is still in its infancy,and there is still a big gap compared with the development of health insurance in foreign countries.The most important problem is the backwardness of marketing methods.The main business model of health insurance in China is to provide conventional insurance such as medical treatment,major diseases,income security,nursing insurance,while the overseas health insurance sells not only the traditional sense of health insurance products,but also adds the cooperation with medical and health institutions and the provides matching health care services to consumers.How can we learn and transform the health insurance marketing model from countries with sound health insurance development into a health insurance marketing model that is suitable for the development of our national conditions is an urgent problem for all insurance companies,operating this kind of insurance.Based on the marketing theory,this paper mainly applies the qualitative and quantitative analysis method and the environmental factor analysis method to find out the problems existing in the marketing of "health insurance" products of Pacific Insurance Jilin Branch.Then through the SWOT analysis,it digs out the specific reasons of the problem,and finds out the difficulties and challenges faced by their own "health insurance" in the market development;Finally through the literature research method and the marketing theory knowledge,it carries out the thorough discussion to the question.According to the existing question,combined with the principle of the consumer demand and the target market localization and so on it formulates a set of effective service marketing strategy of "health insurance" product.Through the formulation and implementation of service marketing strategy,the insurance companies can create a differentiated product service,and transform from traditional service marketing to modern service marketing.