Reasearch On The Marketing Strategy Of Health Insurance Business Of CCIC

A medical system without commercial health insurance is incomplete,and judging from the development trend in recent years,the system of health insurance has a gradual trend for the better.With the announcement of the Health China 2030 Plan Outline,there will be greater efforts to promote commercial insurance,as well as to increase the motivation of individuals and companies to participate in commercial insurance.It is expected that by 2030,the function of commercial health insurance will become more and more robust,and the compensation ratio will increase significantly.With the rapid development of China’s economy and the improvement of domestic residents’ living standards,the development space or potential market prospect for commercial health insurance is immeasurable.CCIC keeps up with the new trends of the current market development,continuously develops innovative commercial health insurance products,improves its services and actively expands new profit growth points.At the same time,it also faces many challenges,such as unclear positioning of customer groups and poor communication with customers;serious homogenization of products and lack of timely innovation;higher pricing of products than in the same industry;single channel construction,poor service and failure to establish a good brand image.This paper takes the marketing of health insurance products of CCIC as the research object.Firstly,it elaborates the background and importance of the selected topic,and then introduces the research ideas and methods of this study.The current situation and problems of health insurance marketing of CCIC are analyzed on the basis of internal analysis,taking into account the current situation and business model of health insurance business of domestic and foreign property and casualty insurance companies.From the macro-external analysis,SWOT analysis and PEST analysis,the marketing strategies of the health insurance business of CCIC in terms of product strategy,channel strategy,promotion strategy and price strategy are derived.The research on the marketing strategies of the health insurance business of CCIC can provide an effective basis for the development of the health insurance business of CCIC,and then improve the market competitiveness of the enterprise and realize the sustainable development of the health insurance of CCIC.