Research On Health Insurance Marketing Strategy Optimization Of TK Pension & Insurance Company Xuzhou Central Branch

As the pace of life is accelerated,people’s work pressure also grows,leading to a trend of youth for various malignant diseases.Coupled with the social context of aging population,at the post COVID-19 epidemic era,the constant enhancement of the health awareness of Chinese residents is witnessed.In this case,the focus of social attention lies in how to effectively avoid health risks.Having become an important part of the construction of a multi-level medical system,commercial health insurance as a health insurance tool increasingly wins the recognition of the market,which has also presented broad development prospects,more and more health insurance companies enter the Xuzhou market to seize the market share.In the face of increasingly fierce market competition,how to effectively optimize the marketing strategy of TK Pension & Insurance Company Xuzhou Central Branch,so as to expand the market share and obtain higher profits has become an urgent problem for the company to consider.In this thesis,TK Pension & Insurance Company Xuzhou Central Branch is taken as the research object,and its health insurance business marketing strategy is taken as the main body to carry out an in-depth research.And the way of distributing questionnaires online and offline is adopted to make the collection of information about the respondents’ age,occupation,educational background,income,demand for health insurance,channels for understanding health insurance,service satisfaction with health insurance companies,and brand image of health insurance companies,in which the correlation analysis on the respondents’ age,occupation,income,and purchase rate of health insurance is also carried out.In accordance with the results,the purchase rate of health insurance is indicated to have positive correlation with the income and educational background of respondents.Besides,the higher proportion of respondents aged 30 to 59 years old and working in government departments,public institutions,and state-owned enterprises purchasing health insurance is shown.From the investigation and questionnaire analysis results,the company is indicated to be unable to fully satisfy customers’ needs in product design,and have limited autonomy in the link of pricing.In this thesis,the field research and questionnaire data analysis results are taken as the basis,and the STP theory is used to carry out market segmentation.Then,the tools such as PEST,Porter’s Five Forces Model,and SWOT analysis model are adopted to analyze the internal and external environment and competitive advantages of TK Xuzhou Central Branch.Based on the7 Ps marketing theory to make the proposal of optimization suggestions for health insurance business marketing strategy of TK Pension & Insurance Company Xuzhou Central Branch.