Research On The Optimization Of Marketing Strategy Of Short-term Medical And Health Insurance Of P&C Insurance Companie

Recently,our economy enters to the new development phases,the need of happiness life of Human being has been increased daily.After Covid,the insurance awareness of human being also increased sharply,the healthy insurance fees amount exceeded RMB 880 billion which become the import revenue source of insurance business.During the high-speed development of health insurance,product Homogenization and lack of innovation also exposed gradually,especially on the short-term health insurance.Therefore,the paper set the P insurance company as the research object,with the 4P marketing theory and SWOT analysis method to research the marketing strategy for short term healthy problem of P insurance company,hope that it could be decision reference by the P insurance company.Initially,based on the 4P marketing theory and SWOT analysis method,the paper summary the health insurance types and analytical methods.Secondly,based on the collected the short-term health insurance related documents and insurance industry data,Conduct questionnaire survey statistics,it analysis the Product,price,channel and promotion through 4Pfor short term healthy insurance of P insurance company,then conclude the existed problems.Thirdly,the paper makes the SWOT analysis for the P insurance company marketing environment of short-term health insurance,point out P company shall chose the SO marketing strategy,so that P company could get the development opportunity of short-term health insurance.Fourthly,according to the problems in short-term health insurance marketing strategy of P insurance company,put forward targeted countermeasures and suggestions from 4P aspects:Product strategy is included to develop different short-term health insurance products according to per the client group,take the opportunity of medical reform to vigorously develop the short-term health insurance of "benefiting the people" and to optimize the Group short-term health insurance as per government and enterpriser requirements.Price strategies are included the difference price and improve the price as per the insurance industry.Chanel strategy are included to strengthen online channel and empower the traditional channel and develop the group channel.Promotion strategy are included to enlarge the WE media advertisement and movie advertisement and special festival advertisements.Lastly,list the measures that make sure the marketing strategy could be landed smoothly safeguards for accelerate the upgrading of information system and the application of digital technology,strengthen talent introductionand capacity building,and create a health insurance+health management+elderly care ecosystem.