Research On The Marketing Strategy Of TP Property Insurance Auto Insurance Products Based On Internet+

Since the beginning of the 21st century,the Internet has been developing rapidly in China.Since 2010,with the concept of "Internet +" marketing model change is quietly in China's property market,big data and cloud computing,Internet technology gradually integrated into the enterprise product design,pricing,marketing and after-sales service and so on each link,preserve,and peace,etc.The company has already begun to layout the Internet insurance marketing.In recent years,TP property insurance has been working tirelessly to achieve the main operational data of more than three years,and has entered the Chinese industry insurance industry"CR8".The paper use the SCP analysis paradigm of China's property market comparative analysis of industry structure,found that the domestic car insurance business,insurance company has reached more than 50,the market competition is heating up.Behavior and its performance at the same time,the enterprise to carry on the further analysis,think the homogeneity of car insurance products that companies have to rely on the cost of sales competition to attract customers,making its insurance industry comprehensive cost rate is constantly being pushed up,part of the loss-making company,operating difficulties.To support the innovation of various industries based on the Internet plus,as the national strategy of the Chinese government,will be an important "external shock" to the development of the domestic auto insurance market.At the same time,since 2014,the circ for several commercial auto insurance rates for the second time in the national reform,abandon the past determined by vehicle purchase price premium pricing model,and according to the number of models and compensation of pricing.The regulatory authorities hope to eventually reach the auto insurance products from the people,from the behavior pricing,thus completely eradicating the industry products homogenization,high protection and low compensation and so on a series of auto insurance industry stubborn diseases.The development of Internet + concept and the reform of vehicle insurance rate will lead to significant changes in the marketing strategy of auto insurance industry.In view of this,the author compares each main body of China's property market marketing strategy analysis,draw lessons from foreign experience,its insurance network marketing model development is put forward for TP insurance current situation of the development of the Internet marketing strategy.Mainly through the use of the scene products and its derivative services to improve the user's viscosity,harvest the long tail market,and gradually establish the user database and ecological circle.Thus optimize the operating cost,increase market share,realize the market rank of the curve overtaking.