| In 2022,despite the impact of the epidemic,Hubei province received nearly 139 million people,up 18.3% from the previous year;the revenue was 1.1 trillion yuan,an increase of 21.5%.However,with the rapid development of the cultural tourism industry and the increasing people’s demand for spiritual civilization,the market has put forward higher requirements for the diversification of the forms and content of tourism,which also brings more tourism risks..How to effectively deal with the risks occurring in the process of tourism and reduce the harm caused by tourism risks has become a hot issue causing hot social discussion.Tourism insurance is undoubtedly the best answer to deal with the problem of tourism risk.Tourism insurance can not only provide the necessary risk guarantee for tourists and solve their worries at home,but also is of great significance to the sustainable and healthy development of tourism in Hubei province.With the continuous demand of tourism insurance products in tourism and tourism consumers in Hubei province,the development prospect of tourism insurance in Hubei province is also broader.Therefore,it is necessary for T Insurance Company Hubei Branch to adjust and optimize its marketing strategy in time according to the market changes,so as to escort the development of tourism in Hubei province while obtaining a larger market share of tourism insurance.This article takes T Insurance Hubei Branch as the research object,By analyzing the macro development environment,competitive environment and marketing situation of tourism insurance of Hubei Branch of T Insurance Company,Analyzing the tourism insurance marketing strategy of Jiangxi Branch of T Insurance Company based on consumer questionnaire survey and employee interview,Then the marketing strategy problems based on 4Cs marketing theory,It is concluded that the tourism insurance marketing strategy of Hubei Branch of T Insurance Company has four problems: low fit between product and consumer demand,lack of reasonable rate,poor purchasing convenience of consumers and poor communication between the company and consumers.After careful analysis of the problem,combined with the advanced travel insurance marketing case,from the tourism industry and tourism insurance development present situation of Hubei,targeted put forward the customer market segmentation,clear target market,clear market positioning,improve the quality of products and services,optimize the pricing strategy,innovation sales channels and with the help of technology can ensure smooth communication optimization scheme.And added three aspects of marketing strategy implementation safeguard measures: strengthen the publicity and guidance of consumers,strengthen the construction of talent team,improve the assessment and incentive mechanism.The aim is to provide practical suggestions for improving the marketing strategy of Hubei Branch of T Insurance Company and increasing its tourism insurance market share.The selected objects in this research institute have certain representative significance.The research conclusions obtained and the relevant development suggestions put forward have certain reference significance for the development of tourism insurance products in China,and can have certain reference value for the market development of tourism insurance products in other regions or enterprises.At the same time,will also help to promote the healthy and stable development of tourism industry,help solve the damage of the interests of tourists responsibility definition and problems,and can also reduce the relevant people may suffer damage,by taking effective insurance marketing countermeasures,improve the coverage of travel insurance,promote insurance company travel insurance market continued growth,and help passengers reduce risk,enhance life and property security to promote the development of tourism prosperity. |
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