Research On Electronic Commerce Based Marketing Strategies For The Insurance Company H

With the continuous development of society, our country is faced on the contradiction between population aging and imperfect social security system, the devaluation of the currency, and the lack of investment channels. As an important pillar of modern financial industries, insurance can alleviate these contradictions greatly because of its three functions of economic compensation, financing, and social management. In recent years, insurance industry has developed rapidly, and the quantity of insurance company has increased unceasingly, which results in the fierce competition in this area. On the one hand, insurance industry is at the initial stage of development, and many problems such as insurance practitioners remain unsolved. Further, false propaganda, information asymmetry,"affinity", and many other issues bring a negative impact on insurance companies and insurance industry. On the other hand, with the rapid development of information technologies, technology has entered into people’s lives, and has changed people’s consumption habits, which brings great challenges to traditional personal-agent-based and bank-agent-based marketing of insurance companies. Regarding traditional marketing strategies of insurance companies, insurance products are becoming more and more difficult to sell, and people often want to buy insurance products, but they are afraid to contact the insurance marketing personnel, because they are afraid of being cheated. Based on these conditions, the insurance company must change the traditional marketing strategy, and actively explore new marketing strategy.At the same time, the electronic commerce in China has been developed greatly, the success of e-commerce enterprises meet the eye everywhere, China peace, some companies that entered into the field of electronic commerce such as Chinese life, Taikang Life Insurance Company has achieved good results. Therefore, how to realize the sustainable development of the company through the analysis of advantages, disadvantages, opportunities and threats, improvement of e-commerce marketing strategy at the premise of e-commerce marketing environment has become a problem to be solved in our insurance company.This paper takes the insurance company H as an example, and studies the marketing strategies of insurance company based on electronic business. The main work of this paper can be summarized as follows:First of all, the paper analyzes the social background and industry background, and then combines electronic commerce, marketing, and insurance with electronic commerce insurance marketing theory and methods. We point out the H insurance company’s advantages, disadvantages, opportunities, and threats based on the SWOT method.Secondly, this paper combine the "4Ps" marketing strategy with e-commerce and summarize the main problems existing in the H company’s e-commerce system, including the problem of the lack of e-commerce environment product, the asymmetry of insurance products pricing, the imperfect of e-commerce marketing platform, and the single mode of promotion under the electronic commerce environment. These analysis forms the foundation for improving the marketing strategies under the e-commerce environment.Thirdly, this paper combines the product strategy, price strategy, channel strategy, promotion strategy and other aspects with the successful case of insurance industry earlier involved in electronic commerce Domain company, analyzed the reality of H insurance company, and then puts forward the improved scheme of H insurance company marketing strategy based on electronic business.This research can make segmentation on the insurance company’s target customer, and better grasp the market, so as to help the company make products with a price advantage in line with the market, to meet customer demand, broaden the insurance company’s marketing channels, and enrich the sales promotion methods. At the same time, it can greatly improve the customer master status, enhance the insurance company’s product transparency, change the insurance company’s marketing image, enhance the social image of insurance company, and strengthen the customers’ confidence, so as to ensure that the insurance company can be healthy and sustainable development. This research can not only play a positive role on H insurance company’s marketing strategy, but also has certain reference significance and practical significance to the marketing of other enterprises in the industry and other industries.