Research On The Marketing Strategy Of Health Insurance Products Of Fujian A Life Insurance Company

Commercial health insurance is an important supplement to the establishment of multi-level medical security system in our country.The program of "Health China 2030" issued by the State Council in 2016 pointed out that we should actively develop commercial health insurance and encourage enterprises and individuals to participate in commercial health insurance and various forms of supplementary insurance.By 2030,the modern commercial health insurance service industry developed further,and the proportion of the commercial health insurance indemnity expenditure to the total health expenses increased remarkably.With the development of our country's economy,the level of residents' disposable income has been greatly improved,which also provides a good economic foundation for the development of commercial health insurance.Fujian A Life Insurance Company has also seen great business opportunities in the health insurance market.In recent years,it has been committed to the development and promotion of guaranteed products,striving for market development under the guidance of advanced marketing ideas,but also facing the bottlenecks of homogeneity,single channels,high rates and backward promotion methods,marketing strategies need to be optimized.Firstly,the paper makes a comprehensive review of the relevant literature of commercial health insurance,and analyzes the data of the same industry by the method of comparative analysis,and then finds out the present situation and the development trend of the commercial health insurance.This paper analyzes the marketing environment and current situation of A company by reviewing the relevant internal data of A company,using PEST and Potter-five analysis tools,and comparing the operation data of A company transversely and vertically.At the same time,combining with the survey of commercial health insurance consumers and the interview of A company's related marketing personnel,the author summarizes the four problems of A company's health insurance marketing,that is,the product is single,meets the user's demand is insufficient;the traditional marketing channel management is degenerate,the new marketing channel application is insufficient;the premium is generally high,the rate is lack of differentiation;the promotion method is old,the promotion means is backward.According to marketing problems of A company,using the STP theory,the theory of 4 ps marketing mix,make customer demand as the center of product strategy,diversified marketing channels strategy,differentiation of scientific pricing strategy,diversification of sales promotions strategy,and puts forward system guarantee,organization guarantee and personnel guarantee of three safeguard measures.Therefore,it is beneficial to optimize the marketing strategy of A company's commercial health insurance,enhance its overall competitiveness,and realize the continuous operation of the health insurance market.