Research On Internet Marketing Strategy And Tactics Of A Insurance Company

With the development and application of Internet technology,the network scale and the penetration rate of Internet users in China showed a linear growth trend.Chinese Internet Network Information Center announced the thirty-fourth China Internet network development situation statistics show that in 2015 China's Internet users reached to 670 million,the Internet penetration rate of 50.3%.The Insurance Association of China issued the development status of the Internet insurance report shows that from 2011 to 2015,China's Internet insurance business income presented a growth line,by the end of 2015 Internet insurance business income up to 223 billion 396 million.The application of Internet plus technology in the insurance industry not only breaks through the insurance business space constraints and time constraints,but also reduce the operating costs of the insurance business,improving the customer experience and customer's satisfaction.The rapid development of Internet insurance business also shows that the Internet insurance business has a greater market potential and competitive advantage,which is the direction of the insurance industry marketing in the future.Based on the above background,this paper makes a deep research on the Internet marketing strategy of A insurance company.The research contents include:firstly,the analysis of the current situation and problems of Internet marketing insurance of A insurance company,puting forward the main problem of the existence of the company include the lack of the innovation of the insurance products,the lack of network security and cross channel business conflict.Secondly,using SWOT analysis the A insurance company Internet marketing,study the company's strengths,weaknesses,opportunities and threats.Thirdly,on the basis of the above analysis,put forward the A insurance company Internet marketing strategy and specific improvement measures.Marketing strategy includes seven aspects:new product development,channel development,price positioning,perfect service system,market positioning,and so on.The research on marketing strategy of Internet insurance is relatively small,the research mostly concentrates on the insurance industry and the traditional marketing strategy,based on the Internet Environment Research on the insurance marketing strategy to make up for the deficiency in our country's Internet marketing strategy of insurance,added a new reference for the new era of insurance marketing strategy.