| The current population aging in my country is fast and large in scale,showing complex aging characteristics such as a large population base,getting old before getting rich,an "inverted triangle" family structure,a long life span with illness,and a high proportion of elderly people living alone.In recent years,the state has intensively issued policies and regulations to encourage insurance funds to invest in the development of the pension industry,hoping to promote the integration of the insurance industry and the pension industry,and develop a Chinese-style "insurance +pension" solution to promote the upgrading of the industry.In the future,the research and development of insurance products will mainly start from the two directions of "commercial pension insurance + pension services","health insurance + health management services,and home care services".Specifically,they will be promoted in the form of insurance payment services and service-driven product sales.The insurance industry and the pension industry are also facing challenges in the integration and development: the rent-only model makes the return cycle of heavy assets such as the pension community long,and the duration of investment funds is relatively high;the combination of insurance policies and services is still in its infancy At this stage,the in-depth production-service matching model is still to be explored.Under this circumstance,this article takes the urban core pension community insurance product of Company A as an example to conduct a case study.The main research is divided into three sections: firstly,it starts with the analysis of the current situation and competitive environment of the pension community insurance industry,and focuses on the analysis of the pension community insurance industry.Market overview,industry characteristics and increasingly severe living environment and competition pattern and situation.It mainly uses analysis tools such as PEST analysis and Porter’s five forces analysis to analyze the external environment,and sorts out and analyzes the competitive advantages of major competitors.Secondly,A company’s endowment community insurance product marketing strategy improvement suggestions and implementation guarantees.Based on the above analysis of company A’s internal and external environment,based on the analysis of company A’s internal and external environment and marketing diagnosis,the direction of the marketing strategy of company A’s pension community insurance products has been clarified,and the market segmentation and 4Ps marketing mix strategy Finally,according to the proposed marketing strategy,from the three levels of organization guarantee,human resource guarantee,and policy guarantee,an attempt was made to give a company A’s pension community insurance product marketing strategy to implement guarantee measures.This thesis studies the problems existing in the marketing strategy of A company’s pension community insurance products.Through the research of this thesis,problems are found,solved,improved competitiveness,and better adapted to the competitive environment.Seek to promote the long-term development of A company,and provide a solid theoretical basis for the transformation and development of my country’s insurance industry.This thesis adopts research methods such as questionnaire survey method and interview survey method.Based on the analysis of company A’s urban core pension community insurance product marketing strategy,combined with relevant theoretical foundations,it proposes targeted and perfect countermeasures to promote company A to improve its product marketing capabilities.Enhance the market competitiveness of company A’s pension community insurance products and promote the innovative development of my country’s insurance industry,which has strong guiding significance. |
