The Customer Identification And Precision Marketing Design Of ZY Life Insurance Company

Since China resumed its commercial insurance business in 1979,the insurance industry from the birth to the rapid development,although after twists and turns,but still become one of the pillars of China's financial industry.Life insurance as an important part of the insurance industry has also made rapid development.At present,China has become the world's life insurance industry,in 2015,China's annual life insurance premiums reached 1.6 trillion yuan,ranking third in the world.However,from the present extensive development of the life insurance industry,the insurance companies expand the premium income as the main business objectives,so as to occupy a favorable position in the industry,thus seriously hindered China's life insurance industry long-term,stable and sustainable development.With the society development,the enterprise management system of traditional insurance companies are difficult to expand the needs of channels,product upgrades,brand building,strategic management and customer relationship management.Therefore,the insurance companies to upgrade and reform of enterprise management is imperative.Today has entered the era of the Internet +,with the support of the Internet + and large data,the customer relationship management system has brought about great changes in the way of operation and management.For instance,the implementation of data mining methods can improve the efficiency of enterprise operation,reduce the cost of sales,expand the market space and create competitive advantage,to achieve the objective of retaining old customers and attracting new customers,and finally realize the improvement of enterprise income and the reduction of operating cost.In this paper,ZY Life Insurance Company is selected as the research object,and the distribution characteristics of different factors are discussed from the three perspectives: customer age,annual income,and gender of the research object,and conduct in-depth analysis,which for the life insurance companies in product development,product marketing,customer service and other aspects to provide the basis to achieve the purpose of precision marketing.In order to enable enterprises to improve their service and business level,to truly enhance the value of customers and maximize corporate profits,but also hope for China's life insurance industry reform and development to provide a theoretical basis.The thesis is divided into seven chapters: The first chapter is the introduction.The second chapter is the concept of the definition and theoretical basis.The third and fourth chapters are the data analysis part of this paper,mainly taking ZY Life Insurance Company as an example.It analyzes the customer age,the annual income,the gender distribution to the insurance expenditure limit,the insurance type preference,the choice insurance channel,the insured person and The relationship between the insured and other related factors.Based on the data analysis of the third and fourth chapters,the fifth chapter analyzes how ZY Life Insurance Company from the product development,development of marketing model,creating innovative customer service in three areas of precision marketing design.Chapter six is based on the content of the previous chapters to develop a complete ZY Life Insurance Company of a precise marketing program.Chapter seven summarizes the conclusions of this paper,analyzes the shortcomings of this paper,and puts forward the research prospect.The innovation of this paper is as follows: Based on the personal customer data of ZY Life Insurance Company,the data mining method is used to analyze the age,annual income,sex and premium expenditure,insurance preference,insurance channel,People and the relationship between the insured person to analyze the correlation,so as to the enterprise accurate marketing design to seek good policy recommendations.In this research,from the perspective of age,annual income,gender,three consumer habits of individual customers to analyze,help enterprises to target customer segments,targeted research and development products,marketing design,providing services,which Improve product competitiveness and quality of service,in the whole life insurance industry neutral steady footsteps.