| In recent years,the proportion of the elderly population is rising,the aging speed is accelerating,and the family dependency ratio is decreasing rapidly,which leads to the increasing pension burden.Correspondingly,the development of the three pillars of the pension system in China is unbalanced,the first pillar and the second pillar have limited development space,and the third pillar personal pension business is still in its infancy,with great development potential.In order to build a balanced development of the pension system,the state has issued a number of encouraging policies and clearly proposed to steadily develop the third pillar pension business,which has brought huge development opportunities to the commercial pension insurance industry.T Company has been focusing on the development of the insurance industry,and recently has actively responded to the call of the state to accelerate the layout of the pension insurance industry.However,at the present stage,its pension insurance business has not been substantially improved in the face of domestic competition,and its product concept and marketing model develop slowly.Therefore,in today’s rapidly growing demand for elderly care,how to rely on its own advantages to reasonably optimize the existing marketing strategy and improve its core competitiveness has become an urgent problem to be solved.Taking the background of aging population as the entry point,this paper studies and analyzes the development status of pension insurance industry at home and abroad.With the idea of "analyzing the current situation,finding the problem and solving the problem",it uses PEST analysis model to help T company examine the external macro environment and uses Porter’s Five Forces to analyze the industry competition environment.The SWOT matrix analysis method,questionnaire survey and other methods are used to make an in-depth analysis of the marketing status of T company,combining the 7Ps marketing theory and the development trend of insurance digitization to put forward targeted optimization suggestions,from breaking through the traditional limitations,in-depth use of digital technology to create pension products that meet the needs of consumers;To consolidate the foundation,actively explore the Internet digital marketing channels and improve the tangible display,explore the marketing strategy optimization plan in line with the current market environment,and finally put forward safeguard measures from the capital,personnel,technology and other aspects to ensure the effective implementation of the optimization plan,in order to help T company’s pension insurance business sustained and rapid development.At the same time,it also provides reference for other domestic insurance enterprises. |
