Research On Life Insurance Precision Marketing Based On Customer Classification

As people's income levels rise,people's demand for insurance will also increase.Among them,the higher the income level,the stronger the supportive power of urban residents for premiums and the increase of insurance demand,and vice versa.Insurance meets people's demand for safety.Along with the improvement of living standards for urban residents in China,insurance consumption has gradually become an important part of modern consumption..As the most fashionable term,Marketing optimization and improvement begins to infiltrate industries and subvert the management and operation thinking of many traditional industries in particular.In this context,precise marketing also touches on the nerves of the insurance industry managers,agitating the thinking of the insurance industry managers;the huge value of precise marketing released in the insurance industry has attracted the interest and concern of many insurance industry people.Discuss and learn how to use customer classification for the insurance industry management services is also a challenge for industry managers.Based on the comprehensive reading and researching of the related methods of customer classification and accurate marketing,and based on the operating status of Ping An Life Insurance,this dissertation randomly selects historical data samples.At first,this paper builds Ping An Life's customers portrait through cluster analysis.Then,AHP are analyzed.Based on AHP and cluster analysis,the sensitivity of different groups to different types of insurance is analyzed and studied.Customer groups portrait,formed the basis for the company to target customers for marketing,at the same time the company based on this conclusion,the target customer groups to carry out marketing activities.The main conclusions of this paper are:(1)Using the cluster analysis method to classify Ping An Life's customers into four categories,including high-income female customers who are mainly engaged in dividend insurance and universal insurance products,and high-income male clients who are busy but have strong spending power.Old-age life guarantees low-income female customer groups and traditionally conservative and family-burdened low-income male customer groups.(2)High-income women are more partial to dividend insurance and universal insurance;high-income male groups are more partial to the dividend insurance;low-income female groups,dividend insurance is the main push insurance;low-income male groups mainly push non-dividend insurance and universal insurance.(3)Based on the classification results of customers,they put forward marketing strategies,and adopt differentiated product strategies from the perspective of income.High-income groups can consider new types of insurance products that divide dividends with universal or other types of insurance.Low-income groups develop non-dividend insurance and universal insurance.The new insurance variety.We adopt accurate marketing information dissemination from the age perspective,mention as many children-related topics and insurance as possible for senior customers,and push information on dividends and quality of life for younger customers.In addition,highly accurate and accurate marketing is combined with a personalized recommendation system and the proliferation of different customer groups.