Research On Insurance Electronic Commerce Marketing Strategy Of Taikang Insurance Company Based On 4C Marketing Theory

With the development of the social economy, information technology and theInternet, the impact of information technology on society and economy is growing. Inconsideration of increasing business competition and ever-expanding marketingchannels, enterprises have come to recognize the value of information technology inexcelling in the new business horizon. E-commerce, as one of the most crucialinformation technologies for businesses, has exerted powerful impact and hence beenmore and more widely used, where in many cases it has become the key to survivaland growth. E-commerce platform provides strong support for branding and marketdevelopment through easy access to end customers. Channel-reliant insuranceindustry therefore, shall consider how to exploit new opportunities via e-commerceplatform beyond traditional offline channels.Based on4C marketing theory as well as insurance theory, this article firststudies the e-commerce venture of Taikang Insurance Company, followed by a SWOTanalysis to identify its advantages and problems in furthering the e-commercebusiness endeavor. Lastly, the article concludes with a marketing strategy catered tothe e-commerce development of Taikang Insurance Company.