Internet+ Based Insurance Product Innovation And Marketing Channel Broadening

The development of information technology and continuous interaction between the internet and various industries have boosted the industrial transformation and upgrade,created new transactions,products and modes,and brought on a new look of interconnection.Undoubtedly,this would greatly promote the efficiency and competitiveness of enterprises.The connection between the internet and insurance not only broadens the channels of insurance marketing,but also profoundly changes traditional insurance industry from a complete life cycle of design,marketing and after service.By combining theoretical studies and practical surveys,this thesis focuses on middle and small cities to explore the problems in developing and marketing internet insurance products,and investigate the ways to innovate the products and broaden the marketing channels based on the internet+ concept,thus providing back-up for insurance companies in their innovation mechanism building,market broadening,and performance improving.Firstly,the marketing model of internet+ insurance is studied with a focus on the4 D marketing theory.In the past years of insurance development,the relationship between the internet and insurance can be phased as assistant,connected,and now guiding and dominant.Secondly,several leading companies are investigated such as PINGAN,CPIC,ZHONGAN to analyze their internet product development and marketing,explore the major functions and types of insurance in their APP,Wechat official account,and E-commerce platform,and study their company structure.Thirdly,oriented toward clients in middle and small cities,a questionnaire is designed to examine the clients' experience on internet insurance by both wechat and on-the-scene approaches,so as to summarize related problems.Against these problems,this thesis studies the big-data-based method of insurance product innovation,analyzes important links and key techonologies internet+ insurance,proposes the data collection strategy,product development innovation strategy and precision marketing strategy.Finally,considering the current dilemmas in small cities,including misdistribution of medical resources,difficulty and high cost of getting medical care,and slow speed of emergency rescue,as well as current hot topics of smart medical care and smart city,a family insurance product oriented toward high-class clients in middle and small cities is designed,including its data collection channel,marketing channel and other value-adding services.