Research On Customer Characteristic Analysis And Application Of Insurance Products Based On Data Mining

In recent years,China's insurance market has been developing and expanding.With the increasingly fierce competition between insurance companies,the marketing cost of insurance companies has increased,and the marketing performance has declined.The traditional marketing mode of the insurance industry has become extremely inefficient.The continuous improvement of insurance technology,especially the gradual maturation of large data technology,provides a new possibility to reduce the cost of marketing and improve the response rate of the company's customers.The market urgently needs new technology to explore more scientific and effective marketing methods.The insurers that have been running for a long time have amassed a lot of historical sales figures.The insurer's vast amount of historical data can be best utilized with the support of data mining technology.,This article is an exploration of extracting customer characteristics from a single product and applying customer characteristics.The article mainly applies data mining technology and has two key modules: customer characteristics analysis and customer feature application.In the customer characteristics analysis module,the article uses the cluster analysis method to analyze the sales data of B insurance products,and extracts the characteristics of the best customers of B products from the clustering results.The results show that: As for B-insurance products,there are four types of strong customers with distinct characteristics,namely: female self-protected public officers,male selfprotected related professional employees,self-protected and diligent individual merchants,and parents insured for preschool children and students.In the customer feature application module,the article uses customer characteristics obtained from customer analysis and combines related theories to achieve customer segmentation and precise marketing applications for B-products.Three results of three-level segmentation of B-product customers,three-level selection strategy of B-product customers,and accurate marketing strategy of B-product best customers.And combined with 4C marketing theory for insurance products to make marketing recommendations.