A Study On The Marketing Strategy Of CJ Insurance Company From The Perspective Of Internet Finance

Since April 20,1994,when China's full function was connected to the international Internet,the Internet has gradually melted and changed our life,like a continuously fissile atom.With the depth of the integration of Internet and the traditional financial institutions,derived the use of the Internet technology and information communication technology to realize financing,payment,investment and information intermediary service of Internet financial model.CJ insurance company is a national property insurance company established in 2012,with strong support from the local government,it has a good development prospect.But as the economic and financial environment changes,the insurance market competition is increasingly fierce,CJ insurance company premium income growth rate fell to 22.14% in 2016 from 152.97% in 2013,leading to promote market share,and then affect the company's innovation,research and development of the capital investment,and even a threat to the CJ the sustainable development of the insurance company.Through the investigation and analysis,causing the CJ insurance company premium income growth by a sharp drop in the root cause of the single product variety,lack of price advantage,marketing channel single and low brand awareness to four.This paper starts with the form and development of Internet insurance at home and abroad,and discusses the impact of Internet wave on CJ insurance company and even the whole insurance market.Through PEST analysis,the macro environment of CJ insurance company is analyzed in detail.According to the situation and characteristics of CJ insurance company,the microenvironment of the company is analyzed by using Michael Porter five forces model.Finally,SWOT analysis is used to combine the advantages,disadvantages,opportunities and threats of CJ insurance company,which indicates the optimization direction of the company's future marketing strategy.And from the product,channel,price,promotion,these four aspects,proposed the adjustment of product structure,the development of shareholder business at the same time promote differentiation innovation,market segment risk control,optimization of marketing channel and attach importance to the development of the Internet channel,the last to strengthen team construction and strengthen the company's brand promotion and so on a series of optimization measures.CJ insurance companies should continue to explore optimization through constant fusion,open up a marketing channels and methods of Internet,build perfect unified platformfor the network marketing,network marketing and traditional marketing complementary pattern,its industry characteristics and information fusion technology.