Research On The Optimization Of GP Company’s Short-term Health Insurance Marketing Strategy

With the rapid development of China’s economy,commercial health insurance is playing an increasingly important role in the deepening reform of the national medical and health system,as an essential supplement to the basic medical security system.In recent years,the state’s support for commercial health insurance has been on the rise.People’s demand for health insurance is also increasing.The commercial health insurance is facing a favourable opportunity for development.GP company,which was once brilliant,but now in a difficult situation,needs to seize this opportunity to reverse the situation.The purpose of this paper is to optimize the short-term health insurance marketing strategy of GP company.Firstly,through micro environment analysis,macro environment analysis and industrial environment analysis,this paper introduces the development of short-term health insurance in GP company.According to the data,compared with other companies in the industry,GP company is still at the primary level.GP company’s short-term health insurance has certain enterprise resource advantages and core competitiveness,but its inherent ability needs to be improved.It is concluded that short-term health insurance has a better development environment,however it will face more fierce competition and the threat of diversification.The conclusion based on the SWOT model has summarized the enterprise’s advantages,disadvantages,threats and opportunities.Then,the marketing status of GP company in short-term health insurance analyzed through the 7Ps theory.Seven problems were found out,such as unclear product features,uncompetitive pricing,single marketing channel,outdated promotion thinking,insufficient attention to talents,inadequate supporting services and deviation in standard implementation,and after that,the paper analyzes the formation causes.Then,a detailed marketing strategy optimization plan formulated for the enterprise based on the environmental analysis and the problems.Based on the positioning of sizeable state-owned insurance enterprises,GP company needs to clarify the target market,use its advantages to build core products,featured products and product portfolio,and adopt a differentiated pricing strategy.GP company also needs to focus on personnel promotion and public publicity and promotion to improve the flexibility of the use of promotion means.Finally,to ensure the smooth implementation and effective implementation of the marketing strategy optimization scheme,this paper puts forward safeguard measures from the three aspects of the organizational operation,resource input and risk early warning.The research results of this paper is to help GP company convert short-term health insurance marketing constructs,take corresponding optimization measures to win the opportunity for the development of the short-term health insurance under the new situation,prompting the growth of the overall business,achieve a competitive advantage,and improve market share and brand reputation.It also provides a certain reference for other industry company.