Study On The Internet Insurance Marketing Strategy Of Zhong An Online

At present,the development of China's insurance is very rapid,the demand side of the Internet insurance is continuously improved and the product end innovation emerges in an endless stream.The insurance association data showed that in the first half of 2016,China's Internet insurance market achieved more than 143 billion yuan of insurance revenue,1.75 times that of 2015.In this respect,China's insurance industry has the characteristics of high growth rate,high degree of convergence and high standardization.Co-founded by Ali,Tencenta and Ping An,Zhong An Online Internet Insurance Company has achieved rapid growth in non-auto insurance business innovation in 3 years,ranked in the top ten of more than 80 property insurance companies nationally.Zhong An insurance subversive innovation through products,channels and marketing which achieved both benefits,profit and premium income.Zhong An has emphasized the importance of user centered,data sharing,risk management and other factors,to strengthen the online service standards of insurance industry and to boost the rapid healthy development of Chinese insurance.However,Zhong An online is also facing the fact that Internet insurance as a new thing,there are some problems must be solved in the development,such as unreasonable structure of premium income,Ali scene dependence is still heavier and difficulties in the field of auto insurance.To solve the problem,this paper analyzes the characteristics and marketing strategy of Zhong An online Insurance and has put forward some suggestions and solutions to outline the healthy development of Zhong An Online,to improve its competitiveness in the increasingly mature and fierce competition in the insurance industry.