Research On Interent Marketing Strategy Of Y Insurance Company

As an important part of the economic system,the insurance industry plays an increasingly important role along with the development of the national economy.In recent years,with the explosive development of technology,"Internet +" has impacted many industries,and the relationship between insurance and the Internet has become increasingly close.Compared with traditional insurance,Internet insurance has the advantages of low cost,high efficiency and low threshold.At the same time,it can effectively realize the "customer-centered" business philosophy.It is an opportunity for small and medium-sized insurance companies to reverse the situation and later become a rare opportunity.Based on the above background,this paper takes the development of an effective Y-risk Internet marketing strategy as the research object and conducts research.The main research contents of this paper are: firstly study the latest research results in this field at home and abroad,and understand that the development prospect of Internet insurance is good,but there are still some problems that need to be solved;secondly,the analysis of advanced typical experience in the industry,and the macroscopic view of Y property insurance The environment conducts PEST analysis,industry environment analysis and SWOT analysis of the internal environment,combined with the results of research and the questionnaire survey of the insured customers of Y Property Insurance,summarizing the problems existing in the Internet marketing of Y P&C;again based on the basis of the previous analysis The target customer group is proposed to implement differentiated marketing strategy,Internet product implementation innovation development strategy,Internet business model implementation exploration new direction strategy,and Internet platform implementation all-round promotion strategy;finally,to ensure policy landing,from talent,technology,service,The safeguards are proposed in four aspects of the system.I hope that the research in this paper will help Y property insurance companies seize market opportunities and break through the bottleneck of development;at the same time,provide experience for the same type ofcompanies.