Research On Innovation And Development Of Insurance Marketing In Short Video Platform

With the development of the Internet in China,it has entered the Internet era.In recent years,the rise of short videos has made enterprises see new business opportunities.Sometimes,a person or an enterprise can quickly enter the public’s attention and win the attention of netizens with just a few minutes of video.Sometimes it only takes a few seconds to become "web celebrity".Web celebrity,which has received the attention of the broad masses,will be watched by countless people once they launch the live broadcast.The sales of products in the live broadcast room will bring a sharp increase in sales volume and double the profit to countless enterprises.As a special product,insurance should keep up with the trend of The Times and try to explore the marketing mode of insurance industry in short video platform.The operation of short video platform is mainly composed of two parts,one is the daily video release,the other is the live streaming tape opened after the daily video release has accumulated the amount of attention.At present,various large enterprises in the insurance industry have successively settled in various short video platforms.Take Douyin platform as an example,"Baoping Er" is the representative in insurance brokerage companies,while Ping An Life Insurance company is the representative in insurance agency companies.This paper adopts the method of case analysis to conduct in-depth research on the innovative development of insurance marketing in short video platform.Due to the low entry threshold of Tik Tok platform,as the leader of short video platform,it has a large audience,so it takes Douyin platform as the representative of short video platform for analysis.Enter the word "insurance" into the search function of Douyin,and you will see that the top search result is "Baoping Er",with millions of followers.Besides,daily video content is close to life,which can meet the public’s demand for insurance knowledge.At the same time its broadcast content is most closely associated with daily video delivery,in view of the daily life of common insurance problem more system and detailed solutions,and accompanied by live in writing,words,let the audience can absorb more detailed insurance knowledge,to a certain extent for insurance has played a positive guidance and propaganda.Through the trill platform "Baoping Er" analysis,summed up the trill platform for insurance marketing has an expanding sales of insurance products and consumer choice,improving consumer experience,reduce the cost of the commodity exhibition and sales,increase customer sticky positive influence,also exposed the market access threshold is low,homogeneityphenomenon serious problems such as video work content,and then to the influence of the short video platform for insurance marketing system is analyzed.At present our country’s insurance industry in the short video platform in the preliminary exploration stage,in detail elaborated the insurance in a short video platform of daily live video delivery and two basic operating modes,and put forward the exposed the laws and regulations is not sound,lack of detailed regulatory mechanism,the product sale qualification difficulties,lack of a comprehensive professional talents,compared with other types of video traffic gap is big,the insurance company,insurance agent live with cargo capacity is not strong,take goods limited effect,and make perfect the laws and regulations on the problem above,detailed regulatory standards;Raise the threshold of insurance broadcast access,enhance the authority of the subject;Improve the professional ability and quality of insurance anchors;Strengthen the sense of service,based on long-term development;Internet platforms should strengthen supervision to protect users’ privacy.Correct use of platform characteristics,rapid increase of traffic and other countermeasures.Finally,the conclusion is made and the prospect is proposed.