Research On The Improvement Of Short-term Children’s Insurance Marketing Strategy

Insurance has a great role in social stability,economic compensation and financial management,which is of great significance to ensure the stable development of the national economy and improve the quality of life of urban and rural residents.With the continuous improvement of China’s economic level,the income and purchasing power of ordinary people are also steadily improving,thus activating the development of the insurance industry.With the gradual liberalization of the two-child policy and the improvement of residents’ quality of life,insurance has become a hot topic of concern to many parents and aroused the national awareness of insurance.In the last ten years,the children’s insurance market has become more hot.According to statistics,by the end of 2018,the sales of short-term children’s insurance in China accounted for 71% of the total number of children’s insurance.In this context,the major insurance companies are also aware of the importance of short-term children’s insurance business,short-term children’s insurance market share has long been a key indicator of competition among companies.But under the same conditions in the general environment,the product responsibility iteration speed is lower than the market expectation,the service can not meet the customer expectation,the sales channel is single and so on a series of problems,which makes the short-term children’s insurance business growth rate of Ping an old-age insurance Jiangxi branch slow.This study takes Jiangxi Ping an old-age insurance company as an example,taking the company’s main product-short-term children’s insurance as the center to carry out the marketing strategy optimization research.On the basis of combing the concept and marketing theory of short-term children’s insurance,this paper summarizes the present situation and existing problems of the company’s short-term children’s insurance,and studies the marketing strategy of the company’s short-term children’s insurance based on the consumer perspective.This paper designs short-term children’s insurance purchase intention questionnaire,and carries on the questionnaire survey to 400 children’s parents in different counties and cities of Jiangxi Province,then uses the binary Logistic regression analysis method to carry on the data analysis,obtains the parents purchase short-term children’s insurance influence factor and its weight.Finally,according to the 4 P theory and the data analysis result,the author puts forward the short-term children’s insurance marketing improvement strategy for the company.Through investigation and research,the author hopes to better promote the development of the company’s short-term children’s insurance business,and provide valuable reference for the domestic short-term children’s insurance businessmarketing strategy improvement.