Research On Life Insurance Precision Marketing Strategy Of Everbright Insurance Company In The Context Of Big Data

With the high quality development of our economy and the popularization of the application of big data,many industries are opening up innovative development paths with technology enabling.At the same time,consumers pay more attention to personalized needs,which makes enterprises have to develop appropriate marketing strategies to cope with the changing market environment.At present,the marketing services of our insurance industry are still mainly insurance brokers and agents.However,traditional marketing has been unable to adapt to the changing marketing environment and customer personalized needs,its marketing cost is high,the transaction efficiency is poor.Therefore,providing professional consulting services for insurance customers,mining personalized customer needs,and exploring precise marketing strategies have become the urgent task of the current domestic insurance industry and the trend of future development.Insurance companies can use intelligent big data technology with customers to establish long-term personalized communication mechanism,break through the limitations of traditional insurance marketing through precise marketing,to carry on the fine market segmentation,choose target market,market positioning,make marketing up to digital,hierarchical level,so as to continuously meet the personalized requirements of customers,potential customers into loyal customers,Let the insurance company obtain stable and high quality development protection.In this paper,under the above background for Sun Life Everbright Life Insurance Company precision marketing strategy research.Firstly,the precision marketing research results,research tools and marketing theories at home and abroad are used for reference.Secondly,the marketing environment and marketing status of the company are analyzed,and the corresponding problems are sorted out.Finally,in order to solve the pain points and blocking points in the development process of the company,the design structure and strategy of precision marketing of the company’s life insurance are constructed by using big data,which proves that the precision marketing strategy is feasible in Everbright Insurance Company,and also provides innovative ideas for the implementation of precision marketing in the entire insurance industry.