RB Property Insurance Shandong Branch Internet Marketing Strategies Analysis

Recently,with the rapid development of Internet and gradual implementation of"Internet+" strategy,Internet has been integrated into every industry.Mobile terminals and PC are more popular in use and consumption patterns are having a tremendous change,which makes internet insurance emerge in this new market environment.Compared with the traditional insurance marketing,internet marketing is not limited to time and space,more economic,specific,efficient.Also it can help in broadening business and improving profits.Therefore,more and more insurance companies are considering internet insurance as an important strategy.RB Property Insurance Shangdong Branch has always been the top 1 in market share in Shandong insurance market.Faced with the fierce market competition,it has become a vital topic as to how to leverage internal resources based on internet characteristics and create effective internet marketing strategy to strengthen the competition in insurance market.Based on the analysis of related internet marketing studies at home and abroad,this article uses document analysis,data analysis,case studies to deep dive into the internal and external marketing environment for RB Property Insurance Shangdong Branch,status quo and problems of internet marketing as well as find the target market for internet insurance marketing,create related marketing strategies and supporting measures to promote a better development for internet insurance marketing.First of all,this article gives an introduction of the basic marketing theories and explains the conception and characteristics of internet insurance.Also it summarizes the studies of internet insurance marketing at home and abroad and lays the foundation for future theory studies.Taking RB Property Insurance Shangdong Branch as an example,this article analyzes the internal and external environment of internet marketing and does a SWOT analysis of strengths,weaknesses,opportunities and threats of developing internet insurance.Then,this article focuses on 4 problems based on the current situations of RB Property Insurance Shangdong Branch,which are product innovation,channel implementation,pricing advantage and promotion methods.After the analysis and study,this article uses STP theory with insurance marketing segmentation to find the RB Property Insurance target market and market positioning.With 4P theory,this article also designs RB Property Insurance marketing strategies from product,price,place and promotion.Finally,in order to make sure the successful implementation of marketing strategies,this articles also gives suggestions around organizational architecture,human resource management,service system,IT support,actuarial analysis support,etc.Based on the actual marketing management of RB Property Insurance Shangdong Branch,this article makes a comprehensive plan for internet marketing,finds a clear direction for implementing internet development,provides clear ways and effective measures to improve internet marketing capabilities and also sets an example for putting internet insurance marketing mode into practice in domestic insurance industry.