Data-mining Based Research On Precision Marketing Of T Life Insurance Company

Precision marketing is going to be one of the strategic choices of advanced life insurance companies in the near future as the industry stepped into transformation stage. The thesis is aimed to lift up-sales rate of existing customers of individual channel of T Life Insurance Company based on precision marketing methodology and data mining technique, build targeted marketing plan according to customer segmentations, so as to provide a better customer purchasing experience and achieve high-efficiency development of customer resources. The thesis is a pilot of life insurance marketing model reform.There are 6 chapters in the thesis. Chapter 1 is regarding research background, research significance, research theories, and research frameworks. Chapter 2 analyzes theories of customer behavior, data mining, market segmentation, and precision marketing in align with life insurance industry status quo. Chapter 3 introduces China life insurance industry situations, as well as T Life Insurance Company operations, analyzes existing status and 3 major issues of customer management of individual channel of T Life Insurance Company. Chapter 4 analyzes existing customer data by use of data mining analysis, establishes high up-sales rate model based on prediction tree method, develops differentiated marketing strategy by clustering method, and generates high potential customer list for the coming marketing activities. Chapter 5 develops specific marketing plan according to above high potential customer list, builds precision marketing methodology into business process in order to make best use of customer resources and brings customers better purchasing experiences. Chapter 6 summarizes and looks forward the future of precision marketing in life insurance industry.The research adopts scientific data analysis technique and differentiated customer resource development idea to improve marketing efficiency. The thesis focuses on customer need and provides a valuable reference to the individual business channel transformation of life insurance industry.