Marketing Strategy Of APP Platform In China Ping An Insurance (Group)Co.,Ltd

Since 1949,China's first insurance company was established,the insurance industry has changed immensely.Especially in recent years,the government supports for the insurance strongly and also do the people,who has the new understandings on the insurance.These had been a new round of development of the insurance.From 2014,the National chairman and the Premier of the State Council are also interpreted about the insurance on the meetings,the insurance has entered a new stage of rapid development.At the same time,the rapid rise of the Internet,which these traditional industries have received blows,began to change their marketing strategy against the transformational ones.More and more traditional industries came into the Internet marketing models and break the traditional industry fixed pattern.This paper is based on the rapid development of the Internet and the open policy of the insurance which became the favorable conditions.It based on the development of Ping An Insurance Company's marketing model to be the background,and analyzed the APP platform for of the Ping An Insurance Company's marketing strategy.For Ping An Insurance,improves its marketing strategy is not only to promote the rapid development of the company in the "Internet +3.0" era,but also can fully reflect its leading position in China's insurance industry,while improving brand awareness and become Of the new benchmark to the insurance industry,also it can lead the insurance industry developed healthily and orderly.In this paper,it analyzed the environment,investigation questions,improve the strategy,security measures analysis.First of all,through the domestic and international research in insurance area under the current international situation,the insurance industry is uneven.Foreign theoretical system are although strong but not applicable to China's environment.And then,through the PEST analysis of the macro environment of Ping An Insurance,Michael Porter five forces model analysis and the SWOT analysis of the inner environment,it is analyzed the difference between the traditional marketing mode and the new Internet marketing mode of Ping An Insurance.It bases on the form of questionnaire survey of an APP software-"Ping An Golden Manager" APP platform to surveys the use of research to the Ping An Insurance APP platform marketing model and sums up the problems.Finally,on the basis of the market environment and the current form insurance industry of the corresponding improvement strategies and implementation of the safeguards.In the insurance industry,the environment under the conditions is chaos,APP platform is lack of standardized marketing model andthus achieve the best marketing results,through this paper,it maybe enhance the Ping An Insurance APP platform marketing capabilities.