The Research Of Health Insurance Bank Platform Marketing Problem About ZY Insurance Jiangxi Branch

In the past two decades,with the rapid development of economy and the strong support of policy,the health insurance market has become the core competitive direction of insurance companies.In recent years,the marketing model of health insurance has been constantly introduced.Banks have become an important sales platform for health insurance products of more and more insurance companies,and the banking platform has also become the key investment field of health insurance development of insurance companies.In recent years,the Jiangxi Branch of ZY Insurance has invested a lot of resources in the cooperative bank platform for the development of health insurance.However,it is faced with the situation that the growth of health insurance business is difficult,and the development status of health insurance is not compatible with the company’s strategic goal.It is very important for ZY Insurance Jiangxi Branch to find out the problems existing in the marketing of health insurance products on the bank platform and improve the marketing methods in combination with the company’s own advantages to increase the scale of health insurance business.Paper based on the analysis of health insurance marketing status quo,on the basis of the bank platform based on the 4PS theory,first analyzes the ZY health insurance Jiangxi branch bank platform of marketing environment,after taking ZY insurance cooperative bank Jiangxi branch platform marketers as investigation object,Jiangxi branch of ZY insurance health insurance bank platform marketing questionnaire survey on the problems existing.The thesis concludes that the main problems of health insurance bank platform marketing of ZY Insurance Jiangxi Branch are backward product system,simple pricing method,low enthusiasm of channels,and insufficient promotion methods.The thesis holds that the Jiangxi branch of ZY Insurance should make use of the advantages of the banking platform in the group to deeply explore the health insurance market in Jiangxi.The Jiangxi branch of ZY Insurance should first build the overall product concept,strengthen product functions and provide good product services.Secondly,the price strategy of competition orientation should be preferred to strengthen the price competitiveness of products.Secondly,we should pay attention to the maintenance of channels and establish the exclusive incentive system of health insurance.Finally,we should improve the promotion system and establish a promotional activity system with rich forms and contents in combination with the bank platform.