Research On The Internet Insurance Marketing Of China Life (Group) Insurance Corporation

With the rapid development of the Internet,e-commerce and Internet finance have become increasingly mature.The total number of online shopping users in China has exploded,and the popularity of third-party payment and mobile payment technologies has been at the forefront of the world.On August 13,2014,the "Several Opinions of the State Council on Accelerating the Development of Modern Insurance Service Industry",commonly known as the "New China Ten Articles",was released,and China's insurance development ushered in a real golden period.Network insurance,as a new type of insurance purchase,is favored by more and more insurance consumers because of its convenience and cost-effectiveness.As a supplement and update to traditional insurance marketing,online insurance marketing is rapidly expanding its business scale and becoming one of the most important marketing channels in the insurance industry.China Life Insurance(Group)Co.,Ltd.is the group company with the largest asset scale and the highest premium income in China's insurance industry.It is the mainstay of China's insurance industry.However,although its traditional insurance business ranks first in the market,its online insurance business is very sluggish and slow to develop.How to quickly improve the network insurance marketing business,promote the salesof online insurance products,and maintain the consistent competitive advantage of the group company in the Internet financial era is a difficult problem that China Life needs to solve in the process of developing the network insurance marketing business.Based on the understanding of the development of China's e-commerce and cyber insurance business,this paper puts a questionnaire on the actual development of China Life Insurance's cyber insurance business,and analyzes the company's cyber insurance marketing based on the sample data.The problem and the reason to find out its shortcomings in the product,marketing system,business process.Based on the marketing theory and using the environment and SWOT analysis methods,this paper proposes strategies to promote the development of China Life's online insurance marketing business,including continuous optimization and innovation,product strategies that meet customer needs,and security assurance strategies for customer information and payment security.Improve the process and service strategy of business processes and standardized operations.In the process of discussion,this paper analyzes a large number of references,uses a large number of industry and internal data of China Life,and combines the questionnaire to make the research more rational and practical,with certain innovation.In this paper,the problems existing in China Life Insurance's network insurance marketing channels and the development strategies proposed by them are not comprehensive and sufficient,and furtherexploration is needed in the subsequent research.