A Insurance Company's Internet Marketing Model And Its Innovative Research

On August 10,2014,the State Council issued Some Opinions on Speeding up Development of Modern Insurance Service Industry(hereinafter referred to as "No.10 National Notice"),which extensively focused by the society and discussed by the industry."No.10 National Notice" shows two goals for the entire insurance industry:up to 2020,the insurance penetration will reach 5%in our country,and the insurance density will get 3500 Yuan/person,which indicate that,in the next years,the insurance industry will step into rapid development in China."No.10 National Notice"convincingly facilitates the breakthrough and more development for the insurance industry in our country,and brings about new developing upsurge for the insurance industry.In March 2015,Prime Minister Li Keqiang,from the Government Work Report,proposed to "work out 'Internet +' as the action plan,and quicken and promote the combination between the mobile Internet,cloud computing,big data,Internet of Things,etc.and modern manufacturing industry,accelerate sound development of E-commerce,industrial internet,and Internet finance,so as to lead the Internet companies to expand the international market".Gradually,in our country,the strategy of "Internet +" is distinct and even goes up as the national level.As a burgeoning thing,Internet insurance marketing has been permeating into the field of insurance industry in our country step by step.Some insurance companies carry out the Internet marketing mode and acquire tremendous achievements,and even accepted greatly by customers.However,during the operation among those enterprises,the Internet insurance marketing mode still has some issues that shall be resolved.The existence of these issues lowers customers' recognition degree about the Internet insurance marketing mode,resulting to the tendency of traditional marketing channel.Consequently,it is a necessity to study the Internet insurance marketing mode.This paper proceeds with some relevant theories such as the science of insurance,direct response marketing,relationship marketing and so on;on the basis of the analysis on the current situation and issues of the Internet marketing mode of Insurance Company A,this paper applies document analysis,SWOT analysis,comparative analysis and other methods,and offers some innovative suggestions for the Internet marketing mode of this company.The study of this paper roughly contains four parts:Part one is the literature study and theoretical foundation.Party two is the study of four marketing modes for Insurance Company A,and it puts forward the facilitation and shortcomings of these modes for Insurance Company A.Part three is to study the internal advantages,and disadvantages of Insurance Company A's Internet marketing mode by the analysis of SWOT,and opportunities and challenges that may be encountered accordingly.Party four brings about some innovation for Insurance Company A's Internet marketing mode,and presents the safeguard measures of mode construction.So the conclusion should be:the Internet marketing of insurance can bring about convenience and privilege for customers,and insurance companies shall quicken the construction in this aspect.Meanwhile,with the progress of technology,there are more and more business modes,insurance companies have to fasten the mode innovation,change to big data precision marketing mode?social interaction marketing mode?O2O marketing made,constantly push the development of insurance development,so as to convoy the social safety correspondingly.