| China's Internet technology has achieved rapid development in the past two decades,especially in recent years,mobile Internet technology has shown a very rapid development momentum,after cross-border cooperation with the traditional industry through "Internet +",in various lines All industries have triggered subversive changes.In recent years,mobile Internet marketing has gradually become a hot object of research.The rapid development of mobile Internet marketing has accelerated the integration of the Internet and financial industries.In particular,the rise of mobile Internet finance has not only opened up a new era of Internet finance,but also has daily life for people.Habits and working methods have also had a strong impact and far-reaching impact.In 2011,Tencent officially launched WeChat,an epoch-making product.After the advent of WeChat,it triggered a strong response among the majority of smartphone users.After several years of development,it became the most influential mobile communication software in China.As a mobile social application software based on smart terminals,WeChat also has the characteristics of marketing communication such as accuracy of delivery,timeliness of dissemination and diffusion.It shows the superior value of marketing channels and attracts the attention of many financial companies.At the same time,WeChat's online payment function also promoted the innovative development of the online payment system,pushing the development of mobile Internet finance to a climax.At the same time,WeChat has also become an important platform for the future development of the financial industry,including the insurance industry.This paper believes that China's Internet insurance started late,in the case of a gap with the development level of foreign Internet insurance,in order to improve competitiveness and achieve "curve overtaking",we must seize the new platform of WeChat and make full use of it.In recent years,the development wave of mobile internet finance focused on developing mobile Internet insurance,improving online service levels,strengthening product innovation capabilities,reducing the operating costs of insurance companies,and ultimately improving the competitiveness of domestic insurance companies in the domestic and international insurance markets.The advancement of mobile internet technology has driven the insurance industry to usher in a new era of development.As domestic insurance companies have begun to use WeChat platform to launch marketing activities and launch their own WeChat public platform,China's insurance industry has entered a new development.Period-"micro-era".In this context,this paper believes that WeChat Insurance has become an important branch of Internet insurance in the era of mobile Internet.Although the prospect of WeChat insurance is recognized by most insurance companies,domestic insurance companies generally only use WeChat as a marketing platform.No sufficient effort was invested in the research of relevant theories,and no marketing strategy suitable for the company's development and in line with the characteristics of WeChat insurance was found.This paper firstly summarizes the related researches on mobile internet marketing and internet insurance at home and abroad,then expounds the concept and characteristics of WeChat insurance,and according to the marketing theory,combined with the relevant analysis of SWOT and STP theory,to Y insurance company In the development of WeChat insurance,as an example,we will analyze the future development strategy of WeChat Insurance from the perspective of insurance companies,and make recommendations on the current problems in the development of WeChat insurance. |
