Research On Marketing Strategy Of Internet Insurance Products Of P Insurance Company

In the last few years, the Internet economy is developing very fast in China, which result in a large number of Internet users and maturing Insurance marketing environment, which brings to a good opportunity for the development of Internet insurance company. Especially from2012, Internet insurance steps into a high development period, all the insurance companies in the market start to carry on Internet insurance business through establishing official website, Insurance supermarket, portal website, offline business platform, the third party e-commerce platform. A research from I-Research consulting company forecasted that Chinese Internet insurance premium will reach to fifty-nine billion Yuan in2016. P Insurance Company is developing very fast in the insurance market who has a large market share in non-state-owned insurance companies. From the above, the Internet insurance products of P Insurance Company are treated as the marketing strategies study in this essay.Through analyzing the advantages, disadvantages, opportunities and challenges of P Insurance Company through SWOT model to find the effects on consumers’purchase behavior of Internet insurance products which are demographic factors, geographical factors, psychological factors, behavioral factors via collecting the consumer questionnaire survey of Shaanxi insurance market which were analyzed by Spss17.0. And then we segmenting the market by STP theory to analyze the above mentioned information and to position the target market accordingly. Considering the matters of fact and relevant researches, we make out the marketing strategy of the Internet insurance products of P Insurance CompanyNowadays the competition in Internet insurance product is very serious because of the homogenization. In order to keep ahead in the market, we set the target market of the Internet insurance products of P Insurance Company as:the largest consumer groups in the market which is highly educated, high income and in middle-aged; the first tier and second tier city consumers; the consumers of novel Internet insurance products; high-quality old customers. Meanwhile, setting the differentiation strategy by improving the services and increasing Product added value, and design the marketing strategy through analyzing the product strategy, pricing strategy, channel strategy, promotion strategy which will help to meet the demands in the changeful insurance market and to gain considerable profit and contribute to the branding strategy at the same time as well.