Research On The Network Marketing Strategies Of Pingan Car Insurances

In China,the automobile insurance marketing in the past have been based on the face-to-face channel sales and are mainly divided into four types: the personal insurance agents,4s dealers stores,direct selling of the group insurance and agency company.While with the fast development of the global internet technology,the emergence of varies E-commerce platforms brought great changes in the accesses for consumers to receive the information then the way to shop.As a much more efficient and convenient shopping manner,the online marketing must also become the main channel for the property insurance as same as the telephone selling with the increasing acceptance as a new sales model since the end of last century.This paper has six parts totally.The first part introduced why it's necessary and important to make a research on the insurance online marketing and the general research achievements by the literature review.The second part introduced the fundamental theories of the insurance online marketing,analyzed the characteristics and advantages of the insurance online marketing,concluded why we need pay attention to the online marketing for the insurance sales development in the future.The third part introduced the general situation of the Pingan car insurance online marketing by taking example of the automobile insurance,after reviewed the historical development processes then concluded the present online marketing strategies decided by four aspects: product,price,channel and service.The fourth part focally made a deep analysis of the problems and challenges that exist in the Pingan car insurance online marketing from three aspect: the characteristic of the current products on the online marketing,the differences and contradiction between the online and traditional marketing,and how to avoid the risks of the insurance online marketing.The fifth part put forward the suggestions on how to improve the online marketing strategies of Pingan car insurance: change the marketing concepts,improve the online marketing innovation,adopt the flat management,pay great attention to the customer relationship management(CRM)and adopt the 020 development pattern.The final part concluded the online marketing is the trend of the insurance industry development by the analysis of Pingan insurance online marketing strategies,so Pingan Insurance company need choose the proper and lasting development mode and marketing strategies in order to keep the profits increasing by enlarging the profitable areas.