Research On The Marketing Strategy Optimization Of Commercial Health Insurance Of XH Life Insurance Company Loudi Branch

As an important part of the national health insurance system,health insurance plays an extremely important role in improving the health of the people.According to the forecast of the China Insurance Industry Association,based on the average annual growth rate of 38% over the past five years,the national health insurance premium income will exceed 1 trillion yuan by 2020.In the face of increasingly fierce competition in the health insurance market,how to accurately grasp the market dynamics and actively improve the marketing strategy of insurance companies is particularly important for companies to seize market share,obtain operating profits and achieve sustainable development.This thesis takes XH Life Insurance Company Loudi Branch as a specific research object to study the optimization of commercial health insurance marketing strategy for life insurance companies.Firstly,based on the characteristics of health insurance products,this thesis reviews the classics from the aspects of health insurance demand theory and marketing strategy theory,and uses 4Ps and 4V marketing strategies to build the theoretical framework of this thesis.Secondly,using the questionnaire survey and Michael Porter's Five Forces Model,the marketing environment of XH Life Insurance Company was carried out from three aspects: the development status of Loudi 's health insurance market,consumer health insurance demand and insurance behavior,and the competitive environment of XH Life Insurance Company.Then,using the combination of positioning,product,pricing,channel and brand strategy,the marketing analysis of XH Life Insurance Company was carried out.It is pointed out that there are problems in the market positioning,such as the target customer group is not clear,and the potential consumer communication is not smooth.There is a problem that the rate of addition of functional insurance is low and the design of insurance is too complicated.In terms of product pricing,there is a problem that pricing is higher than similar products in the market,and pricing of market leaders is not conducive to occupying market share.There is diversified development of marketing channels in channel construction.Insufficient,the problem of the construction of the salesperson team needs to be strengthened.In the aspect of brand establishment,there is a problem that the existing policy after-sales service is not in place and the image of the integrity service is to be improved,which provides a basis for the optimization design of the following text.Finally,in view of the above problems,it is proposed that the market positioning differentiation should focus on the development of mid-to-high-end customer groups and deep exploration of potential consumer demand families.The functional design of insurance types should be accompanied by the promotion of product addition rate,product innovation and service value.Product pricing flexibility should be efficiently obtained by free pricing method,market share by differentiated pricing method and product convenience by personalized pricing method.Diversification of channel construction should be based on big data to improve claims efficiency and service experience and to build a marketing team oriented to business quality.In terms of brand building resonance,it is necessary to improve the customer experience and the development of featured areas with consumer-oriented to enhance brand awareness.The implementation of safeguard measures has been proposed from the aspects of cultivating a positive corporate culture,establishing a sustainable talent mechanism,strictly controlling the post-marketing links and strengthening the technical support of the operating platform.I hope that this thesis can provide a marketing decision reference for XH Life Insurance Company to expand the commercial health insurance market.