Research On Online Marketing Strategy Of Company G’s Short-term Commercial Health Insurance Product A

Commercial health insurance has been increasingly in the spotlight recently,with China’s premium income growing at a compound annual rate of over 30% in the past decade.The government has consistently held high expectations for the significant complementary role it will play in China’s medical security system in the future.However,up to now,the protection borne by commercial health insurance is still very limited in China’s total medical expenditure.In 2020,China’s direct medical expenditure is about 4.5 trillion yuan,while commercial health insurance claims only account for about 5%,and there is still a long way to go before it can truly play a role in supplementing medical insurance.The research object of this paper is G Company A’s short-term health insurance product.First,analyze the current status of relevant research through literature review;secondly,analyze the marketing environment of G company,based on the 4C theoretical framework,refine the existing marketing problems of product A through the analysis of product A and the qualitative research of in-depth interviews with executives;Third,based on the results of the previous qualitative research,integrate the UTAUT model and the 4C theoretical model,design a questionnaire survey for individual customers to deepen the research on the existing problems of product A from the perspective of consumers;fourth,use the structural equation model to analyze the collected data Empirical analysis and validation of research hypotheses.Finally,this article puts forward a marketing optimization plan and implementation guarantee measures for the development of Company G’s short-term health insurance product A,hoping to help the future development of G company’s short-term health insurance product A.The research conclusion of this thesis is a combination of qualitative research conducted from the perspective of companies and quantitative research conducted from the perspective of consumers.It believes that product A currently has room for improvement in terms of meeting the differentiated needs of consumers,product marketing effectiveness,insurance process design,customer service professionalism,and interaction with consumers.And these factors do have a significant impact on consumer purchases.Based on this,the optimization scheme and implementation safeguard measures are put forward.