| China’s economic structure is in a critical transition stage.In recent years,the insurance market environment has changed due to policy changes,which brings both opportunities and challenges to the development of the insurance industr.With the development of the insurance market to foreign capital,the already severe domestic market has become more fierce.Traditional insurance companies are faced with many problems.For instance,as consumers get used to shopping online,the off-line marking mode of teaditional insurance industry can not meet the requirements of the network era.Furthermore,how to bring forth new ideas on marketing of insurance enterprises,enhance the efficiency of insurance marketing,strengthen corporate competitivenes as well as create greater value for businesses is particularly essential.This paper takes the property insurance business of L insurance Company as the research object and aims to solve the problem of how to apply big data technology to the marketing process of insurance companies.First,using PEST analysis method analyzes the current development of China’s insurance market and the macro environment for insurance companies to change,and second,SWOT and porter five model analysis,the L insurance companies in the industry competition are analyzed,and moreover,to analyze L insurance company marketing present situation,find out the problems existing in the marketing process,finally,Based on big data analysis technology and combined with STP and 4C marketing theory,precise marketing strategy is proposed for L Insurance Company.This paper not only analyzes the problems faced by L company,but also reflects the current problems faced by the entire insurance industry.Through the research of accurate marketing strategies for L insurance companies,the development of this industry is hoping to promote the sustainable sound development of the insurance industry. |
