Research On Mobile Internet Marketing Strategy Of Professional Health Insurance Companies In China

In 2016,the "Healthy China 2030 Planning Outline" clearly required to improve China's health protection system,explore and promote mobile Internet-based health management mobile application services,strengthen the awareness of health services for key populations,and vigorously develop commercial health insurance.In the era of mobile Internet,the choice of marketing methods is of absolute importance to insurance companies to expand their business scale and increase brand influence.Driven by data technology,the fragmentation,and scene-based business makes it possible to accurately push the corresponding products to users in real time,and further promote the transformation and upgrading of the marketing model of professional health insurance companies in China with the concept of takes user experience,user stickiness and Pratt &Whitney as the core.However,at present,the development of professional health insurance companies in China is not yet mature.In existing research,lack of research on how to play advantage and highlight the characteristics under the mobile Internet,on marketing strategy for specific cases and the effective evaluation method.Therefore,this paper explores the specific marketing strategy of mobile internet from the perspective of professional health insurance companies,to bring a certain significance to enriching the literature and practical application.In 2018,Ping An Health won the " Best Health Insurance Management Innovation Award" for its innovative measures in the health insurance field,which has a certain influence in the development of the health insurance market.Therefore,this paper takes Ping An Health as an example to study its practices and characteristics in mobile internet marketing.The research content of this thesis is divided into four parts: The first part is the theoretical exposition,through the literature research method to sort out relevant theories,Based on the marketing characteristics and Operational link description,it is reasonable and feasible to analyze the mobile internet marketing strategy of professional health insurance companies with relevant theories;the second part is the realistic analysis,firstly summarizes the development status of China's professional health insurance companies,On this basis,it analyzes the innovations made by the industry in marketing strategies from the four perspectives of user demand,channel selection,dynamic communication,and value transfer,and finds universal problems.The third part combines qualitative and quantitativemethods,analyzes the development status of its products,prices,channels and promotion strategies from the perspective of enterprises.Integrating the consumer perspective design evaluation system,combining the analytic hierarchy process and the fuzzy comprehensive evaluation method to evaluate the effect and sum up the experience;the fourth part is based on the previous theory and current situation,and draws on the common experience of the case,giving suggestions from four aspects: product,channel,service,and communication.The innovation of this paper is to use the marketing related theory to conduct a case study on the mobile internet marketing strategy of professional health insurance companies,Study how professional health insurance companies play their advantages highlight their features,and achieve specialized operations from a new perspective.also,Integrating 4Cs and 4Ps to establish an evaluation system,takes the analytic hierarchy process and fuzzy comprehensive evaluation method to evaluate the marketing effect.The intuitive consumer experience makes the effective evaluation and countermeasures proposal more reasonable.