The Research On Precision Marketing Of D Property Insurance Company Based On Big Data

With the penetration and deep integration of "Internet +" and insurance industry,the traditional marketing model of insurance industry is gradually subverted and remade by big data.D PropertyInsurance Company,referred to as DPIC,is a medium-sized property insurance company that mainly derives its income from car insurance,relies too much on professional agency channels for customer acquisition and premium income.The reason is that direct sales channels are too weak and lack unified marketing plan.The company's senior management did not have enough understanding and understanding of big data,and the accumulated internal data was not integrated,let alone the marketing and role of using data mining and other methods to explore the precipitation of customer information.For DPIC,the implementation of big data marketing has realized the following 3 values: The first is to understand the customer and develop more targeted products and services based on the in-depth understanding of the customer's existing needs and potential needs.The second is precision pricing.Through the analysis of customer data,it fully measures the risks involved in the work,life,driving and other scenarios,so as to achieve more accurate risk pricing and determine the premium rate.The third is to improve efficiency,enable the company to target customers faster and more effectively,achieve precise marketing and improve marketing efficiency.In big data and artificial intelligence depth affect the from all walks of life,in order to help the DPIC to resolve management problems,this paper put forward big data for the company marketing plan,the core appeal is DPIC management idea change,the marketing focus shift from offline to online,on the basis of large data,the front desk work closely,China,the background,realization of product customization,innovation,pricing individualization and recommendation accuracy.The accurate marketing solution based on big data mainly includes the following contents: first,to form a clear big data marketing model and constitute the overall planning part.Second,improve the company's background,improve the construction of big data platform,and improve the ability of big data collection and processing;Third,improve the company's middle platform,customer-oriented,improve operation management,and enhancedata mining capacity;Fourth,improve the front desk of the company,establish a network service platform integrating sales,claims settlement and customer service,build an ecological circle for car owners,and realize word-of-mouth communication and accurate information push.Fifth,improve the product design ability,provide accurate insurance products to customers according to the user portrait,and realize customization and individualization of online and offline products.Sixth,it is transferred to the UBI auto insurance pricing model.Under the idea of risk pricing,it conducts modeling and data mining based on big data of customers' driving behavior habits and other aspects to realize "One Person,One Car,One Price".