CL Insurance Company "Huirong Bao" Marketing Strategy Research

Urban customized commercial medical insurance is emerging from coastal areas in the southeast of China,and has been gradually popularizing in the country for a variety of reasons,such as "low premium,wide coverage,special drug liability,credit endorsement of government medical insurance department"."Huirong Bao" is one of the urban customized commercial medical insurance products exclusively for Chengdu citizens.11 commercial insurance companies,such as Ping An Pension,Taiping Pension,China Life Insurance and PICC Property Insurance,are jointly responsible for the publicity,underwriting and claim settlement,among which CL Insurance Company ranks first in market share.For CL Company,the market share of "Huirong Insurance" is only in the middle of similar insurance products in all regions of China.It is necessary to formulate targeted marketing strategies for "Huirong Bao" to help CL insurance company increase its market share.Thesis summarizes and analyzes the internal and external marketing environment and marketing status of CL Insurance Company " Huirong Bao " with PEST analysis and Porter’s Five Forces model.For CL Insurance company,new customers who have not bought " Huirong Bao " are an important group to increase its market share.According to the 4P theory of marketing,the questionnaire is designed for new customers to understand the factors affecting the purchase intention of new customers,and the analysis is made from the four dimensions of product,channel,price and publicity.It is concluded that CL insurance companies should optimize the product guarantee responsibility,enrich health management services and improve the efficiency of insurance claims in terms of product strategy.In terms of pricing strategy,we can consider differential pricing to reduce operating costs and obtain medical insurance payment support.In terms of channel strategy,we should strengthen network channel while developing government channel.In terms of publicity strategy,we should adhere to the publicity concept of "insurance +public welfare" and improve the publicity system of "offline + online".Finally,in view of the above marketing strategy,the implementation guarantee measures are established in four aspects: data actuarial calculation,system construction,organizational work and marketing incentive.The research in thesis not only helps CL insurance company to further develop the market of " Huirong Bao " and improve its market share,but also provides some ideas for the high-quality development of this kind of business in the insurance industry.