Research On Optimization Of Marketing Strategy Of Dongying NY Insurance Company Under The Background Of Internet Economy

The marketing situation of insurance industry especially the way the insurance companies communicate information with their customers has been greatly differentiated from the past,which is the due to the fast developing information technology and economy globalization trend.To deal with such kind of change,insurance companies should not only utilize the traditional marketing strategies but also take the advantage of Internet tools to appropriately adapt to the economic environment evolution.Recently,China's Internet insurance industry has been continuously developing,the combination between Internet technology and insurance business has boosted the insurance industry development with new fuel.Meanwhile,the timely release of policy regulation also provides a more realistic future to the sustainable development of Internet insurance.The thesis takes Dongying NY Insurance Company--a medium sized insurance company who is late to this market but with stable development as an example,to study how to effectively and efficiently take the advantage of Internet economy,how to capture the opportunity from the developing of Internet economy,and how to refresh and upgrade the marketing strategy through the new marketing tools.Taking Dongying NY Insurance Company as the instance,the thesis analyzes the overall marketing situation of insurance industry by studying the marketing strategy of domestic and foreign industry industries.And we conducts a PEST analysis and an SWOT analysis to understand the internal and external status of Dongying NY Insurance Company,its strength/weakness and opportunities/challenges under the insurance industry developing trend.The thesis collects marketing data of Dongying NY Insurance Company through questionnaire,and investigates the major marketing issues Dongying NY Insurance Company is facing by quantification methodology.The thesis makes advice on how to manage the issues by utilizing classic 4P and newly developed 4D marketing theories and models.The advice is also given to the strategy optimization by concentrating customer demand,studying the innovation,pricing,channel management,and promotion of insurance products.A new marketing strategy based on Internet platform is proposed in the thesis,through study on Dongying NY Insurance Company's developing strategy with the basis of Internet,thecorresponding tools to guarantee the implementation of the strategy,and better positioning itself in marketing competition and product distribution channels.