HJ Life's Research On Marketing Management Of Commercial End Owment Insurance Based On End Owment Real Estate Service

"Population aging" is a major social problem facing China at present.In the next 40 years,China will face an unprecedented population aging problem in human history,which will become the most in history in terms of scale,speed and degree.It is expected to be around 2050.The proportion of the total population over 60 years old will exceed 1/3 of the total population of our country,and the absolute number will exceed the sum of all developed countries.The aging population situation,which is growing in scale,depth and speed,has brought unprecedented challenges to China's economic and social development.At present,the retirement pension,medical expenses,health care expenses and social welfare expenses of the retired elderly are borne by the state and enterprises.However,the existing social security has the problems of narrow coverage,low level of security and imperfect system.This brings a series of increasingly prominent social problems to the aging society.Therefore,the state has issued a variety of support policies on the elderly care health industry,which is very strong,which further shows that the elderly care industry has become a hot topic at present,which is worth further discussion.HJ life insurance company is a subsidiary of HJ group.Relying on the strong real estate background and resources of HJ group,combined with the health Valley Project of HJ health group,namely the elderly real estate service project,HJ life insurance company launched the combined marketing management mode studied in this paper.The commercial endowment insurance studied in this paper can solve the problem of endowment funds to a certain extent,and the commercial endowment real estate service can solve the actual problems of daily life and social activities of the elderly.They complement each other and solve the pension problem after retirement.At the same time of promoting the development of enterprises,it alleviates the social pension problem to a certain extent.Based on the background of aging population,imperfect endowment insurance system and lack of endowment real estate service industry,this paper is to analyze the current status for commercial endowment insurance,as well as endowment real estate service industry domestic and overseas.By using the methodology of "Discovering issues-Analyzing issues-resolving issues",this paper analyzes the marketing management of HJ Company,points out the existing problems in marketing manag ement and puts forward the advantages Suggestions for improvement.First of all,this paper analyzes the current situation of HJ life insurance company's commercial endowment insurance marketing management based on endowment real estate service by using literature study and relevant market survey data.Secondly,the comparative analysis method is used to comprehensively show the insurance products,advantageous sales channels,pension real estate services and marketing customer positioning of HJ life insurance company.Thirdly,it points out the four deficiencies of HJ life insurance.Finally,combined with the future development trend of the insurance industry,using the theory of marketing management,to solve the practical problems faced by HJ Company,put forward the suggestions of accurate positioning of customers,clear positioning of pension real estate service projects,optimization of offline marketing mode and online marketing management system.This will provide an important clue for HJ life's commercial endowment insurance marketing development.