Study On E-commerce Marketing Strategy Of YD Insurance Broker Company

The insurance e-commerce has been developed and matured during the past 20 years in China.YD Insurance Brokering Company was established in 2001.After nearly a dozen years of steady development,its revenue has ranked first in the industry.However,with the development of Internet,the company's performance has hit a bottleneck,and innovation is needed to make the company survive and develop.Moreover,due to the intensification of market competition,the company is of urgent need to make adjustments and change the status quo.Firstly,this thesis analyzes the current situation of e-commerce marketing of YD Insurance Brokering Company and finds out the existing problems.Through investigation and research,it is found that the existing problems of the company are mainly in the aspects of self-operated business and cooperative business.As for self-operated business,the tightening of regulatory policy has a serious impact on the wealth management business,so the business growth has slowed down.At present,it is difficult to meet the requirements of rapid growth since a cultivation periodis needed in the development of product business.And still,a complete marketing system has not yet been established.More policy support on such areas as salary incentive,and performance appraisal are required.As for cooperative business,because of the rise in approval threshold for the online sale of insurance products by China Insurance Regulatory Commission as well as the extension of approval period,YD Company fails to timely notify the qualification of the third-party network platform,which consequently restricts the business expansion.And currently,the source of income of the company's external cooperative business is single.Secondly,with regard to the existing problems in the YD Company'se-commerce marketing and its internal and external market environment,this article discusses the marketing strategy by SWOT analysis model and chooses the appropriate development strategy in terms of the YD's current market position and its operational goal.The development strategy is service-oriented,aiming to break the limitation of insurance brokering business,adjust the strategic positioning and transform from the traditional Internet insurance brokering platform to the full-category e-commerce service platform with the combination of "life services+financial services+insurance brokering".This thesis proposes the e-commerce marketing strategy of YD Insurance BrokeringCompany,which is mainly to define the target customers and conduct business through online and offline marketing as well as the cooperation with third-party platforms.Products regarding insurance,finance,and life will be regularly launched on the three major service platforms.And such ways as WeChat advertorials,festival promotions,and Q&A with awards will be carried out irregularly so as to attract customers.Finally,this thesis proposes the safeguard mechanism to guarantee the smooth implementation of marketing strategy through the mechanisms of innovation system,HR,information system construction,and system construction,in view of the specific marketing strategy of the three major e-commerce service platforms of YD Insurance Brokering Company.