Research On Marketing Channel Optimization Strategy Of Sunshine Insurance Group Shandong Branch Based On Big Data

With the improvement of income and consumption level,people pay more and more attention to their health and property safety,which promotes the rapid development of China's insurance industry.The development of insurance companies has experienced a process from establishment to continuous maturity,and has different marketing channel configurations in different periods.In recent years,with the development of the network,the amount of data has surged,and big data has had a huge impact on the management of the insurance industry.In the era of big data,only use the big data to promote the transformation of the marketing channel and to allocate marketing channel rationally,can the insurance industry survives in the new round of competition.In recent years,with the continuous development and expansion of Sunshine Insurance Shandong branch,more and more customers are insured,and the coverage is getting larger and larger.The more dispersed the risk,the more likely to expand the scope of insurance protection and ensure the stability of the insurance company's operation.And good channel allocation is the way that insurance company gains profit.In this paper,based on the relevant theoretical research on marketing channels and preliminary data analysis,we determined the marketing channel optimization analysis method.Combining with the characteristics of big data era,the database of the Sunshine Insurance Shandong Branch in recent years is modeled and analyzed by using the decision tree algorithm.The preferred sales channels for different costumers are predicted based on the insured's age,gender and insurance types.And combined with the adjustment of marketing channel management and related safeguard measures,the company's sales channel optimization technology program is obtained.In this way,different consumer groups can be diverted to their preferred channels,so as to alleviate the pressure of some channels,achieve the equalization of channel allocation and reduce costs,which plays a guiding role in the development of the company.The research results have strong sample company pertinence and era pertinence,which can be a reference for all branches of Sunshine Insurance Company and even other companies in the insurance industry.The decision tree algorithm of statistical analysis can be applied to other branches of Sunshine Insurance Group to bring economic benefits of channel optimization.