A Research On Marketing Starategy Optimization Of T Life Insurance Company Chongqing Branch

Commercial health insurance is an important supplement to China’s multi-level medical security system.In recent years,the development policies are favorable and the implementation of them are accelerated.As of 2018,China’s total medical and health expenditure is 5.8 trillion yuan,of which personal expenditure accounts for 28.7%.With the rapid growth of medical and health expenditure,the supply and demand of medical resources are increasingly tense.The aggravation of population aging leads to the surge of chronic disease population.At the same time,the way of coping with disease risk is still relatively traditional,mainly relying on basic medical insurance and self-financing.By 2018,the coverage rate of commercial health insurance is still less than 10%.If we hope that commercial health insurance can truly become an important supplement to social security,commercial health insurance companies and the government still need to make continuous efforts to provide better medical security for residents.With the improvement of residents’ income and the recognition of residents’ health insurance,the development potential of commercial health insurance is huge,especially the outbreak of COVID-19 in 2020.Chongqing Branch of T life insurance company,as a leader in Chongqing life insurance market,has been committed to the development of health insurance products in recent years.Under the guidance of advanced marketing ideas,it has steadily carried out market development.But at the same time,it also faces the development bottleneck of lack of innovation in products,backward promotion means,insufficient expansion of new marketing channels,and low level of health management service.Its marketing strategy needs to be optimized.This paper first combs the literature in the field of health insurance at home and abroad,through field research and collecting the relevant data of t life Chongqing Branch,carries out a questionnaire survey on health insurance for consumers,interviews the company’s marketing managers and customers,and summarizes the company’s health insurance marketing data.Through the analysis of PEST,SWOT and Porter’s five forces model analysis of the company,this paper summarizes the problems faced by the company’s health insurance marketing,including the lack of innovation in products,backward promotion means,insufficient expansion of new marketing channels and low level of health management service.In view of the marketing problems faced by the company,the positioning theory and 7PS marketing mix theory are used to formulate product strategy centered on customer demands,diversified promotion strategy,strengthening internet marketing strategy,improving health management service strategy,and building community marketing system strategy for high-end customers.Thus,it is conducive to optimize the marketing strategy of commercial health insurance,enhance the overall competitiveness,and realize the sustainable operation of the health insurance market.