Research On Wechat Marketing Of "Yucube" Insurance Products Of ICBC AXA

In recent years,the central government has mentioned social insurance on many important occasions and in the government work report,and for six consecutive years the major illness insurance has been written into the Government Work Report,advocating the importance of exerting the role of commercial insurance in the multi-level medical security system,and further improving the operational efficiency of China's medical insurance system.At the same time,the concept of "Internet Plus" was first written into the government work report,becoming part of the top-level design of the national economy,Internet technology has brought a new marketing model-network marketing,"Internet plus insurance" concept has risen to the national strategic level,this sales model to the Internet as the carrier,Conforms to the concept and characteristics of network communication.At present,China is in a period of rapid development of information technology,the effective use of the Internet marketing activities will help enterprises to win market advantage.WeChat marketing is an innovation of enterprise marketing model in the era of network economy,which rises with the rise of WeChat.WeChat removes distance restrictions,and companies can promote their products through “point-to-point” marketing.Insurance products using micro-commerce channels for marketing,will help reduce the operating costs of enterprises themselves,and can provide customers with comprehensive high-quality information services.Good online sales channels help to speed up the transaction process,speed up the overall operation of the industry,to a certain extent,also make consumers' purchase costs greatly reduced.Although China's network insurance started late,but by the general attention of insurance enterprises,in addition to the insurance enterprise direct lying website,the third-party trading platform is also rapidly rising.This paper follows the analysis from general to special,theoretical to practical.The research follows the “status analysis-problem analysis one by one to propose countermeasures” such a line.The article takes ICBC AXA as an example to analyze the various problems faced by micro-marketing model,through data collection and access to the internal investigation of the internal market research data statistics and analysis and other means to have a comprehensive understanding and understanding of the enterprise and the internal and external environment,and combined with the relevant theories in marketing,after the above detailed and objective analysis,At the end of the article,the corresponding strategy for the micro-marketing model of ICBC Ansheng's“Royal Cube” insurance products is put forward.In this paper,predictive research methods,literature analysis methods,case analysis methods and other research methods are adopted.WeChat marketing theory as the basis for analysis,combined with the “Royal Cube” insurance products WeChat marketing development,which summarizes the current “Royal Cube” network marketing problems and carry out in-depth analysis,put forward targeted countermeasures.The analysis of the problem is point-to-face,and it aims to innovate in practical significance.