Research On Internet Marketing Development Strategy Of AB Insurance Company

China's insurance industry will soon be fully open to foreign investment.On the one hand,clients can enjoy better service and diverse insurance needs could be met.Yet on the other,it will inevitably lead to fiercer competition in China's insurance market,dominated by traditional marketing agencies which lack growth potential but operate at high costs.These traditional marketing agencies face bottleneck and are in an urgent need of upgrades.Since Premier Li Keqiang proposed the"Internet + Strategy"initiative in the Government Work Report in 2015,inteinet insurance marketing has broken through and has gained acceptance from more and more insurance institutions and clients.Meanwhile,the developing level of China's internet insurance marketing represented by AB insurance company is still low,and there are serious problems such as product homogeneity,backward business system and a lack of professionals.This paper uses the example of AB insurance company to study the development strategy of China's internet insurance marketing and address the problems of development.By analyzing the status of internet insurance marketing both at home and abroad,this paper uses PEST and SWOT models to look at the internal and external environment faced by AB insurance companies,and evaluates the feasibility of developing intenet insurance marketing.It then explains the development strategy of intenet insurance marketing based on AB insurance,product innovation,5T marketing model,smart marketing and safeguard measures.The research gaps this paper tries to fill are as follows.First,the research fully assesses the significance of the comprehensive opening up of the insurance industry.Second,it evaluates the importance of the construction of internet thinking of insurance companies.Third,it introduces 5T word-of-mouth marketing model.This paper draws a conclusion that internet insurance marketing has its significant advantages and great development prospects.AB Insurance Corporation should develop Internet marketing vigorously and enhance their competitiveness.For the current problems in the development of Internet insurance marketing,they can be resolved according to the development strategy proposed in this paper.In the next five years,China's Internet insurance marketing represented by AB Insurance Corporation will usher in a full-scale outbreak.