Research On Mobile Application Marketing Strategies Of Insurer's Auto Insurance

The rapid rise and development of mobile Internet technology has revolutionized the way of information dissemination and greatly changed the way of human life.With the popularity of smart mobile terminals,the consumer behavior has gradually changed,and mobile phone applications have begun to be used for marketing.Based on the situation,major insurance companies are actively engaged in the construction of mobile application marketing platform.Auto insurance is the most important part of the business structure of insurance companies.The mobility of automobile driving and the unexpected performance of accident fit well with the portability of smartphone.Mobile application marketing of auto insurance is gradually rising.But the mobile application marketing mode of most insurance companies is not mature at present,and the marketing strategy is not clear enough.The use of mobile application marketing has profound significance for insurance companies.Ping An Property & Casualty Insurance Company is one of the best property insurance companies in China.It relies on PA AUTO OWNER to carry out auto insurance marketing and attracts a large number of customers through service innovation.Its mobile application marketing mode is in the leading position.This paper takes PA AUTO OWNER as an example,analyses its marketing mode,the advantages and characteristics of marketing strategy,and provides reference for other insurance companies to optimizing the marketing strategy of auto insurance.This paper is divided into five parts.The first part is the theoretical basis of the paper,which defines the connotation of mobile application marketing strategy of auto insurance,expounds the 4D Marketing Strategy Model,Industrial Value Chain and SICAS,and its application in the management of automobile insurance.The second part is the problem analysis.Combining the macro-environment,market environment and customer characteristics,it summarizes three problems existing in mobile application marketing: needs neglected;inefficient data processing;imperfect dynamic transmission mode.The third part is the strategy analysis.Based on the case,this paper analyses the marketing strategy of automobile insurance from four aspects: user demand,data decision-making,dynamic communication and value transmission,and uses SWOT to make qualitative analysis of marketing strategy.This is the basis for other insurance companies to optimize their marketing strategies.This paper chooses four dimensions to construct evaluation system: design evaluation;review;operational data and conversion rate;distribution of city and consumption capacity,and uses qualitative and quantitative analysis method to make scientific evaluation of marketing strategy.The fifth part is the suggestion.From the perspective of exerting strategic advantages and improving marketing strategies,the article suggests that insurance companies should develop technology to promoting demand upgrading,actively use data to assist marketing,and integrate channels to improve efficiency.One of the innovations is to use 4D marketing theory(based on user and Internet thinking)and take PA AUTO OWNER as the research point.The research perspective is more focused,and the conclusion is more practical.The second is to establish an evaluation system which is suitable for mobile application marketing.By comparing the index of PA AUTO OWNER and rival company APP,the evaluation results are more benchmarking and guiding.