Research On Promotion Strategy Of Product A Of TK Life Shanxi Branch

Since the outbreak of COVID-19,people have begun to re-examine their own health,social medical security and insurance protection.At the same time,with the continuous acceleration of population aging,the prevention and control of the epidemic,and the free vaccination of the new crown vaccine for all,the medical security system is facing greater pressure.This also brings new opportunities and challenges to insurance companies.In addition to competition in health insurance product quality and products,the epidemic has also brought new huge challenges in promotion methods: offline business cannot be carried out,and agent channels are blocked and face-to-face visits are difficult.At the same time,the promotion of online platforms has sprung up,and the rising star has brought challenges to the Shanxi branch company that mainly relies on traditional offline promotion channels.It is imminent for the branch company to choose a new promotion method that suits its current main product A.This article starts with promotion related concepts and theories,based on the promotion combination strategy and the use of SICAS model as the theoretical basis,taking the promotion of product A of TK Life Shanxi Branch as the research object,inspecting Shanxi Branch on the spot,from advertising,personal selling,sales promotion and public Analyze the status quo of Shanxi Branch A’s product promotion strategy in terms of relationship and other aspects,and use the inductive analysis method,and use the SICAS model to obtain the blindness of company resource investment through questionnaires and interviews,consumers’ low awareness of products,and brand identity.The problem that the overall promotion effect is not as good as expected and the five manifestations,and through the in-depth interview based on the promotion mix strategy,it is found that the reason for the problem is that the branch has insufficient awareness of the promotion point of consumer demand for product A and the current online promotion form The pains of transformation and the four manifestations.On this basis,combined with the promotion mix strategy and the SICAS model,it is proposed to strengthen retention,improve perception,respond to user needs,stimulate user interest,deepen service system,improve agent level,and optimize promotion path.promote user purchase behavior,grasp social attributes,enhance user self-communication and effect improvement guarantee measures.This article can improve the conversion rate of Shanxi Branch’s A product promotion activities,user brand identity,strengthen the accuracy of advertising,optimize the promotion strategy of Shanxi Branch’s health insurance products,and then improve the branch’s market share,increase insurance density and depth,etc.Practical guiding significance,especially for the development of Shanxi insurance market has a positive role in promoting.At the same time,it also provides some enlightenment to the promotion work of other insurance companies in the industry..