Study On Optimization Of Marketing Strategy For Group Insurance Business Of TK Pension Jiangsu Branch

As China’s aging process accelerates,the pressure on basic medical security at the social level increases,and the report of the 20th National Congress points out that insurance is an important industry in the national economy and an important tool for social management,advocating the construction of a multi-level medical insurance system.TK Pensions Jiangsu Branch,as a professional pension company,keeps its finger on the pulse of the times,continues to practice the Health China strategy and helps the development of China’s pension security system.After years of practice,TK Pension Jiangsu has accumulated professional experience in the marketing of group insurance services and has the advantages of a more professional brand,products and innovative marketing services in the market.TK Pension Jiangsu continues to plunge deep into the field of group insurance and its market share continues to expand.However,with the increasingly fierce competition in the industry,TK Pension Jiangsu Branch has problems such as increasing marketing costs,inappropriate product mix,low professionalism of personnel,insufficient investment in promotion and publicity,and insufficient tangible display.Based on relationship marketing theory,7Ps marketing mix theory,literature research method,questionnaire survey method and interview method,this paper firstly analyzes the current situation of TK Pension Jiangsu Branch’s marketing strategy by reviewing relevant references combined with corresponding theoretical contents,and points out the current problems of TK Pension Jiangsu Branch,such as single product insurance type and unbalanced marketing;high pricing of additional insurance but no obvious advantage of main insurance;Weak channel development and few cooperative industries;backward service personnel skills and low professionalism;traditional promotion and publicity and insufficient strength;long underwriting and claims process and low efficiency;followed by an analysis of TK Pension Jiangsu Branch’s marketing environment,and finally put forward targeted strategies to enrich the product system and optimize the product portfolio;simplify the group insurance inquiry process,adjust the insurance structure and improve bargaining power;and optimize and upgrade traditional channels and develop new industries;The company also proposed detailed safeguards in four aspects:organizational structure,technical support,service strengthening and corporate culture.The purpose is to study the marketing strategy of group insurance business of TK Pension Jiangsu Branch,to help TK Pension Jiangsu Branch to develop a more scientific,reasonable and complete marketing strategy,and to improve the operation level of group insurance business of TK Pension Jiangsu Branch.Finally,it is hoped that the results of this paper will be a reference for TK Pension Jiangsu Branch to obtain more group insurance marketing dividends and maintain its dominant position in the industry,as well as to provide reference for the optimization of group insurance marketing strategies in the industry.