A Research On Internet Marketing Strategy Of AB Property Insurance

According to the 43rd "Statistical Report on Internet Development in China,released by CNNIC,as of December 2018,the number of Internet users in China reached 829 million,and the number of mobile Internet users reached 871 million.The rapid development of the Internet has changed people’s shopping habits.The proportion of online shopping users and users who use online payment to the total netizens is 73.6%and 72.5%respectively.The Internet has also played an active role in promoting the insurance industry.Internet premiums increased by about 20 times in 2012-2015.In 2018,132 of the 171 insurance companies in the country launched the Internet insurance business.The national Internet premium reached 188.9 billion yuan.Internet marketing has become an important part of the insurance companys marketing strategy.AB Property Insurance is a foreign-invested property insurance company.Under the tide of the Internet,it still focuses on traditional marketing routes.Insufficient innovation in Internet marketing channels and strategies has already faced negative growth in performance.Actively relying on the transformation of the Internet and getting out of the predicament is the main problem to be solved at the current stage of AB’s property insurance.At present,AB,s Internet marketing awareness is weak,and it is slow to start and develop slowly.Through the research of this paper,I hope to help AB Property Insurance realize the importance of Internet marketing,promote the construction of its Internet marketing system and channel innovation and transformation to achieve sustainable operation.Through the theoretical study of Internet marketing,this paper makes a comprehensive analysis of the Internet marketing of AB property insurance with the methods of literature review,case analysis and qualitative analysis.First,analyze the external environment of AB property insurance with PEST analysis method,then analyze the internal environment of its basic operating situation,current situation of Internet marketing and problems faced by Internet marketing.Finally,based on the actual situation of the company,formulate its Internet marketing strategy and implementation guarantee with the 4D model of Internet marketing.This paper discusses the implementation of marketing strategies in line with the company,s actual security and implementation countermeasures,and draws a reference conclusion of the application of Internet marketing,which has reference significance for the development of Internet marketing in the insurance industry in the future.