The Construction Of Yingda Life Experience Marketing Model

Development is inseparable from the era of technology and social change. Therefore, the traditional industries and marketing models must stand at the forefront of the times before the tide of social progress in order to obtain and maintain a competitive edge. Today, the era of the’customer experience’has arrived. More and more insurance companies starting to focus on customer service work, accepting the reform process through a series of insurance professionals, to bring customers different service experiences, and by the clients to enhance the service quality to retain old customers and attract new ones. Although the after-sales service experience is only part of the customer experience, as the insurance market competition gradually heats up with the diversification and individuation of consumer demand, the experiential marketing will include pre-sale, and the service experience will become a new trend in the development of insurance marketing.The Yingda Life, relying on the advantages of National Grid’s shareholders, is developing rapidly. In order to increase industry competition and realize the successful2018listing of the group development strategy, the company is constantly explored ways of reform and innovation of marketing. Meanwhile, in order to achieve customer satisfaction the premium scale and market share has increased.To grope for the marketing situation of insurance industry, build a new model of experience marketing, this paper analyzes the use of theoretical literature and practical method of combining research, in-depth analysis of the characteristics of life insurance industry marketing mode and the existing problems, and according to consumer behavior, market research and other related theories and methods, design questionnaire and research, and by means of SPSS software for statistical analysis of survey data to describe the correlation coefficient analysis, regression analysis and cross-analysis, attempts to analyze the needs of the customer experience of the insurance industry.According to the related theory and questionnaire survey data analysis, put forward the Yingda Life’s experience marketing building methods, mainly from the marketing and service both to build, through the establishment of a mobile platform from the senses, emotions, thinking, actions and correlation, these five elements to build customer marketing experience. Through extensive research and rational allocation of resources, improve service processes, improve service details, transparent standardized operation, and intensify propaganda. Through these measures to make up for the service quality model five gaps, thus improving customer service experience. Finally, from the four aspects of4Cs to analyze the realization of the experience marketing model, segment customers demand and design related products, in a variety of forms of propaganda and the use of new media tools to communicate with the customer, using mobile platform equipment, improving the network to achieve customer self-service facilities, and developing of related APP program to reduce the cost of the customer is willing to pay.