Research On Internet Marketing Strategy Of HZ Insurance Company

Under China's huge population base,the absolute number of the overal size of the insurance industry is bigger,however the number of the per income and policy is far lower than developed countries.The main reason is these "two don't match",one is the insurance penetration does not match with people's increasingly improving standard of living,another one is the insurance market mechanism,whose innovation speed does not match with its own development speed.While the emergence of the Internet insurance,especially the rapid development of mobile Internet and commercial applications,provides an efficient way to solve the "two don't match" at the same time,therefore,Internet marketing is the key means for the traditional insurance company to win in the competition.The research object of this paper is the HZ insurance company,which is a national joint-stock insurance company founded in 2005.The insurance business income in 2015 is 12.338 billion yuan.On a small scale,but the company has been adhering to the advanced enterprise value concept,taking an active part in all kinds of public welfare activities,then winning praise both inside and outside the insurance industry.HZ insurance company started its Internet marketing lately,at present,it only use other network platform(such as Tmall,etc.)to set up shop,still dosen't establish its own independent Internet marketing platform,there are still plenty development space of Internet insurance,therefore in this paper,the study of HZ insurance company Internet marketing strategy is of great significance.On the basis of defining the concept of insurance marketing,this paper analyzed the basis and related data of HZ insurance company,furthermore,analyzed the present situation and main problems of HZ insurance company by trade comparison and SWOT theory.The problems mainly include insufficient company brand influence,less product variety and the Internet technical support,etc...Based on the actual problems and the two theoretical basis--the STP theory and the 4D theory,we suggest to develop Internet marketing strategy for HZ insurance companies,provide theoretical support and reference,scientific layout Internet insurance market for the company to carry out the Internet marketing for the company in the future to carryout the Internet marketing.The paper combined the traditional insurance with Internet plus,meanwhile used new 4D theory as the main theoretical source of marketing strategy recommendations.Studying HZ insurance companies with the development trend of the era of large data,can provide direction for the future marketing strategy.The result of this paper also has some reference value for similar companies to carry out Internet marketing.