Research On Marketing Strategy Optimization Of O2O Platform Of F Property And Casualty Company Under The Background Of Internet

In recent years,China’s property insurance market has flourished,but there has always been a problem of excessive market concentration.In the market competition,small and mediumsized property and casualty insurance companies are not only being chased by domestic large companies,but also facing the pressure of foreign insurance companies to fully enter the Chinese market.With the deepening of the application of Internet technology to all walks of life,a large number of enterprises and capitals have leveraged the Internet innovation business model to achieve enterprise transformation and upgrading.This is also a path for F-insurance companies to change their development path,achieve overtaking and gain more market share.provide new opportunities and ideas.Firstly,the paper defines the concept of Internet insurance and O2 O business model,and reviews the relevant views of Internet and insurance marketing at home and abroad.Then,based on the data and data collected during the research process,explain the marketing status of the F2 insurance company’s O2 O platform,and Combine the previous theory with case analysis to find out the O2 O platform in product and customer service,product pricing,marketing channels and network traffic acquisition.There are a series of problems in the four aspects of the lack of products,the lack of customer service,the lack of precision pricing,the low penetration rate of O2 O,and the single drainage form.Then,using SWOT matrix to analyze the optimization direction of O2 O platform marketing strategy.Finally,it puts forward the targeted optimization strategies for improving platform products and customer service,product pricing,marketing channels and network traffic acquisition,such as: integrating life insurance O2 O online sales platform,building customer value discovery platform,pilot vehicle insurance OBD pricing model,and building ecological based Shared online independent agent channels,the establishment of an Internet-based content operation team,and the diversified offline scene drainage portal.