| Along with the maturity and development of the Internet technology, many businesses are rapidly developing their own Internet Plus models, the same as China's Internet insurance. Till 2015, 110 insurance companies engaged in Internet business. Till 2016, customers of Internet insurance services reached 330 million.More and more enterprises and entrepreneurs are attracted to Internet life insurance business for its huge market space. These companies are innovating Internet products, propagating model, sales model and service model, and seeking for a suitable model of Internet insurance development. CIRC is also continuing to understand the changes of the market, directing and regulating the Internet insurance in the progress of its development.As a fast growing insurance company, AEON Life has been always embracing the Internet actively. A dedicated Internet marketing channel is set up for the research and development of Internet insurance. I think the Internet insurance is not simply using the Internet as insurance product sales channel. It should rely on the Internet rules, understand the demands of the Internet customers and innovate overall insurance products and services. At present, AEON Life Internet marketing channel focuses on financing and accident insurance products. The key communication channels are online shops on official website, Tmall flagship store and other 3rd party platforms. The promotion way is relatively simple. The primary goal is to get customer. In general, AEON Life makes progress on Internet marketing, but there are still problems and challenges.This study conducts a comprehensive interpretation toward AEON Life's current Internet insurance business economic, social and technology environments.In addition, this study also conducts a meticulous analysis on our competitors,summarizes the main features of current Internet business of Hongkang Life,Sunshine Life and NC Life, sums up their best practices and successful experiences.At the same time, this study also conducts the analysis of China's Internet life insurance market demand from the perspective of macro and micro, conducts a SWOT analysis of AEON Life Internet market business. These analysis provides an important reference to the design of Internet marketing strategy for AEON Life.I will segment AEON Life insurance market in dimensions of geographic factors, demographic factors, psychological factors and consumer behavior factors.My point is to choose young and middle-aged people as our target customer group.For middle-income ones, our focusing should be “small value, mass selling and standardization”; for high-income ones, our focus should be “professionalization,individuation, multi-type products, and value-added services”. With these market segmentations, target market selection and market positioning, I will finalize a combined strategy of AEON Life's Internet marketing: As product strategy, we need to focus on advantage products, combination and innovation, to realize financing insurance first, scenario & consumer insurance upgrading and value insurance penetrating; as pricing strategy, we need to realize high value-added to small value selling, individuation and transparency, provide online products with attractive price, provide diverse pricing to customer by big data technology; as channel strategy, we need to identify more business channel with good quality, build up an integrated official web site platform, interface to 3rd party agency platform and other Internet finance platforms; as marketing strategy, we need to enhance accurate marketing and deliver brand image, emphasize customer experience and usage of mobile social networks, build up our own network brand image, integrateonline and offline resource, design personalized product marketing strategy with new technology. To guarantee the deployment of these strategies, AEON Life must secure its operational process optimization, IT technical support, organization and competence buildup to Internet marketing channel. |
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