Research On Marketing Optimization Of A Insurance Brokerage Companys "Huimin Insurance" Project

In recent years,with the acceleration of China’s population aging process and the further release of medical needs,the capital expenditure pressure faced by basic medical insurance has gradually increased.In order to alleviate this contradiction,the CPC Central Committee and the State Council put forward the overall plan of "Establishing a multi-level medical security system"."Huimin insurance" project is a new attempt to improve the construction of social multi-level medical security system and an innovation of commercial insurance participating in the reform of social medical security system.The "Huimin insurance" project has been recognized by the market in the past two years,but there are also many problems in its rapid development.In terms of marketing,although the overall number of people participating in the "Huimin insurance" has been considerable since its operation,it can be seen from the actual data that the average customer rate of each project is less than 5% of the total population of the city,and the investment in marketing expenses is not proportional to the output of the actual number of customers.In order to further optimize the marketing strategy of "Huimin insurance",this study takes A insurance brokerage company as an example,through analyzing the problems existing in the marketing end of "Huimin insurance",puts forward suggestions on the optimization of marketing plan,and hopes to provide reference for the development of similar enterprises in this field.This paper first summarizes the domestic and foreign marketing research at this stage,and combs the development of "Huimin insurance" business in the market.At the same time,relevant tools are used to analyze the internal and external environment of the enterprise,and interviews are conducted with internal employees of the enterprise to understand the problems existing in the marketing end of the "Huimin insurance" of the enterprise in combination with relevant results.Through analysis,it is concluded that the problems of the enterprise in "Huimin insurance" are mainly the low customer acquisition rate on the Internet,the low conversion rate of offline orders,the backward marketing system,and the small number of group customers.In terms of marketing optimization,this paper puts forward a marketing improvement strategy focusing on online marketing,with a view to assisting the enterprise to formulate a more practical and feasible health insurance marketing strategy plan.The specific contents include strengthening channel management,increasing online advertising,reducing offline advertising investment,strengthening project management,human training and system construction.At the end of the article,the author makes a comprehensive evaluation of the specific implementation of the marketing plan,and finally draws a conclusion and prospects for the future...