Research On The Marketing Of Internet Insurance Intermediaries Under The Background Of Technology Empowerment

In recent years,Internet technology has developed rapidly.With the expansion of online shopping scale,Chinese insurance industry is gradually transforming.As Internet insurance began to enter the market,it broke the fixed marketing channels of traditional insurance and created a new insurance model.As a new channel of Internet insurance industry,Internet insurance intermediary company is also an important industry branch.Its development will have an important impact on the Internet insurance industry and even the whole insurance industry.As one of the main sales channels of Internet insurance,Internet insurance intermediary companies are developing rapidly with the development of technology,although the development time is relatively short.While achieving satisfactory results,problems such as insufficient intelligence in marketing process,poor online service experience and product homogeneity cannot be ignored.Therefore,in order to overcome the bottleneck of Internet insurance intermediary marketing model,it is necessary to study the marketing strategy of Internet insurance intermediary and put forward suggestions.Based on the perspective of technology empowerment,this paper takes Huizei Insurance brokerage company,a leading Internet insurance intermediary,as an example.Firstly,through fundamental analysis,this paper gives a comprehensive introduction of Huizei’s business model and business conditions,as well as the introduction of technology in the current marketing and operation process of Huizei Insurance,and expounds the value brought by technology enabling for Huizei Insurance with the support of data.At the same time,PEST and SWOT analysis models are used to study the marketing environment of domestic Internet insurance intermediary companies from a macro level,and the advantages,disadvantages,opportunities and threats of Internet insurance intermediary companies are studied by comparing with traditional insurance intermediary companies.Secondly,the analysis shows that the customer base of Chinese Internet insurance intermediary companies is gradually getting younger under the development of the Internet,and the comparison of data highlights that technology enables different insurance industries to be more accurate and efficient.Secondly,through the above comprehensive analysis and research of Internet insurance intermediary companies,it is concluded that there are problems in customer acquisition,customer stickiness,scientific research and talent.Finally,combined with the selected marketing strategies that can be used for reference from representative foreign Internet insurance intermediary companies,based on technology empowerment,targeted suggestions on the marketing of Internet insurance intermediary companies are put forward from three aspects: customer accumulation,customer stickiness improvement and scientific talent introduction,so as to promote the development of Internet insurance intermediary companies.