The Influencing Factors Of Women’s Insurance Scene Marketingin China ——A Case Study Of Hefei City

With the increase of women’s economic strength,women’s purchasing power has significantly increased,and women have gradually become the leading force in social consumption,so women’s social and economic status has also risen.More and more industries pay attention to the economic benefits brought by women and actively explore the female market,insurance companies are no exception.Since the end of last century insurance companies began to introduce women-only insurance products,due to various reasons,people have a woman of insurance products proportion is low,many people may not have heard of this kind of insurance products,this can lead to the development of women in our country insurance market is slow,women’s specific risk safeguard level is low,small coverage,and regional difference and age difference.The new age women behind glamorous,their health is worrying,a women-only diseases such as breast cancer,cervical cancer,incidence rate gradually rise,high incidence,and the time tend to be younger,bad living habits,polluted environment,the double pressure of work and life,are easy to increase the probability of women suffering from disease.More and more insurance companies are choosing March 8,Women’s Day,to hold campaigns to sell women’s insurance products to consumers,with great success.This is a typical example of an insurance company using scenario-based marketing to sell women’s insurance.Scene marketing,as the main marketing method to adapt to the current and future environment,has been full of strong vitality since its birth.For example,IKEA has become a well-known brand in the global home furnishing industry with the help of life scenes.However,the current means of insurance companies to sell female insurance through scenarios is too single,and the insurance protection level of female group is relatively low.In order to effectively improve the level of women’s health security,this paper will explore whether scenario marketing will significantly affect consumers’ purchase intention of women’s insurance.If scenario-based marketing significantly affects women’s insurance purchase intention,this paper will discuss how insurance companies should sell women’s insurance through scenario-based marketing so as to attract more consumers to buy women’s insurance products.If scenario marketing has no significant impact on women’s insurance purchase intention,this paper will discuss what factors affect women’s insurance purchase intention and put forward specific suggestions to improve the security level of women in China.The main content of this paper can be divided into four parts.The first part introduces the theories related to women’s insurance and scene marketing,paving the way for the subsequent questionnaire analysis.The second part is the questionnaire description,which reasonably assumes the factors affecting women’s insurance purchase intention,introduces the characteristics of the surveyed users in the questionnaire survey and the reliability and validity analysis of the questionnaire,and analyzes the understanding,attraction,inquiry,action and support of the sample based on Kotler’s consumer purchase path theory.The third part is the empirical analysis,using binary logistic regression analysis method to analyze whether scene marketing significantly affects the respondents’ willingness to buy women’s insurance,and using mean analysis method to analyze whether risk perception and health status will affect consumers’ willingness to buy insurance.The fourth part is the conclusion and suggestion of the study,which summarizes the results of the previous analysis and puts forward some suggestions to improve the level of health insurance for women.The results show that scenario marketing has no significant impact on women’s insurance purchase intention,while occupation,marital status and family size are the significant influencing factors for women’s insurance purchase.People with different risk perception or different health status have significant differences in purchasing intention of female insurance.The results show that in the current society,when insurance companies sell women’s insurance to consumers by constructing scenarios,consumers’ purchase intention will not be significantly improved,that is,scenario marketing is not a significant factor affecting consumers’ purchase intention of women’s insurance.Therefore,this paper shows that insurance companies cannot significantly improve the security level of women by using scenario marketing.In addition,occupation,marital status,family size,risk perception and health status of consumers are the five factors that significantly affect their purchase intention.Insurance companies should carry out precise marketing for consumers with high purchase intention,and also pay attention to groups with low purchase intention to avoid security imbalance.