Research On The Precision Marketing Of Big Data In Internet Insurance

Precision marketing is a new marketing concept put forward by the insurance industry in the field of marketing in recent years.In the context of big data era,massive data provides a solid scientific basis for precision marketing.In the past,traditional data processing technology can only quantify customer risk.It can not reflect the complexity of risk in essence,but now with the help of online platform and big data technology,consumers can be classified according to habits and preferences,which provides a new direction for insurance marketing.Four domestic Internet insurance companies,Taikang Online,Zhongan Property Insurance,Peace Insurance,and Yi'an Property Insurance all have their own databases.Since Zhong'an Online was established as the earliest,it has already developed with other three Internet insurance companies.The basic and relevant technical applications of big data are also more mature.Compared with the other three Internet insurance companies,Taikang Online is later than Zhongan Property Insurance,but Taikang Online has the big data support of Taikang Group,which helps to achieve precision marketing.This article takes Taikang Online as the research object,and uses the theory of big data and precision marketing as the theoretical basis of the research.It uses the literature analysis method,case analysis analysis method and comparative analysis method,and combines Taikang Online and Peace Insurance,Yi'an Property Insurance.The internal operation data analyzes the current operation status of Taikang Online.The case analysis method is used to analyze the product,personnel and precise marketing process of Taikang Online Big Data Precision Marketing.Then,through comparative analysis,the business effects of Taikang Online and Anxin Insurance and Yi'an Property Insurance were compared and analyzed,and the effect of Taikang Online Application Big Data Precision Marketing was highlighted.Finally,through the analysis of the effect of Taikang online big data precision marketing,the advantages of Taikang online application big data precision marketing are obtained,and through the advantages of Taikang Online,some reference and reference for the big data precision marketing of China's Internet insurance are provided.The article is divided into five chapters.The first chapter is the introduction.It mainly introduces the background and research significance of the topic,and sorts out the domestic and foreign literatures,and makes a comprehensive review.It also explains the innovations and shortcomings of this paper.At the office.The second chapter is the overview of big data and the theoretical basis of precision marketing.Including the overview of the big data concept and the overview of the analysis process,the one-to-one direct communication theory and market segmentation theory of precision marketing,in addition to the advantages of big data applied to precision marketing.The third chapter is the analysis of Taikang Online's business status.Including Taikang Online's current operating conditions,and taking "Thai Health" as an example to analyze the big data precision marketing.The fourth chapter is to first analyze the process of Taikang online big data precision marketing,and then compare the operating effects of Taikang Online with Anxin Insurance and Yi'an Property Insurance.Including comparison with traditional marketing,premium income,operating profit and featured products,the comparison shows the actual effect of big data applied to precision marketing.The fifth chapter is the countermeasures.Based on the above theoretical and effect analysis,according to the comparison of the precision marketing effects of Taikang Online and Anxin Insurance and Yi'an Property Insurance,the advantages and disadvantages of Taikang Online are analyzed and summarized,and the advantages and disadvantages of Taikang Online are Taikang Online's big data precision marketing proposes optimization and improvement suggestions.