YG Insurance Company Zhenxin Heavy Disease Product Marketing Strategy Optimization Research

Since China's reform and opening up,the living standard of residents has been constantly improved,high quality life has been greatly enriched,and the quality of healthy life has attracted more and more people's attention.In recent years,under the influence of environmental pollution caused by industrial development,hidden dangers of medical and food safety,poor living habits of young people and other factors,the number of people suffering from serious diseases has increased significantly.For this reason,the national government has increased its support for the commercial health insurance industry and promoted commercial health insurance to become an important supplementary part of the basic medical security system,playing an increasingly important role.The concept of serious disease insurance has become more and more clear,and the awareness of protection has been strengthened.But affected by many factors,the market of serious disease insurance products still needs to be developed.At present,the per capita premium is less,the per capita claim amount is low,the product is single,people's huge demand for health insurance and serious disease insurance product supply does not match,the commercial health insurance development space is huge.YG insurance company has 14 years of development history,the overall development of the business is good,for the broad market for serious disease insurance,YG insurance company launched the weighty product-zhenxin serious disease product,the advantages are very obvious,has been the internal and external staff's consistent recognition.However,the marketing strategy of this product has many shortcomings,which are as follows: limited sales channels,outdated promotion methods,unclear target market and low service level.According to the internal statistics of YG insurance company,zhenxin serious disease products accounted for only 36.24% of the products sold,far from achieving the strategic goal of YG insurance company.Based on this,this paper will deeply study the current situation,problems and causes of existing marketing strategies of zhenxin serious disease insurance products of YG insurance,and based on the classical marketing theory,focus on studying the optimization plan of marketing strategies of zhenxin serious disease products,so as to improve market share and product value.This paper uses three research schemes,namely literature research,statistical analysis and empirical analysis,to provide support for this study in terms of data,data and cases.Based on the theory of 4P,4C and STP,and based on the experience in product marketing based on relevant theoretical research,this paper focuses on the theoretical basis of this study,and puts forward the optimization plan based on the practical problems in the marketing process of zhenxin serious disease products of YG insurance company.PEST and porter's five forces model are used to analyze the marketing environment,focusing on the current challenges and opportunities faced by zhenxin serious disease products.In the first chapter,the background and significance of this study are discussed to determine the purpose of this study.The second chapter expounds the basic theoretical basis of the research,and the later strategy optimization is also inspired by the theoretical basis.The third chapter analyzes the current situation of zhenxin serious disease product marketing process of YG insurance company and finds out the problems and causes.The fourth chapter puts forward optimization Suggestions for the current strategy.In the fifth chapter,it is proposed that in order to ensure the smooth implementation of strategy optimization Suggestions,there are several safeguard measures.Chapter six is a summary of the conclusions,limitations and future prospects of this study.Through the research on the optimization of marketing strategy of zhenxin serious disease products,the establishment of multi-level promotion system,multi-dimensional sales channels and basic quality management,and the reference to other domestic insurance companies,this paper also hopes to provide reference for the formulation of marketing strategy of YG insurance zhenxin serious disease products.