Research On New Media Marketing Strategy Of China Life Hangzhou Branch

With the rapid development of Internet technology,the number of users of computers and mobile devices has increased day by day,and consumers' shopping patterns and decision-making processes have changed.Traditional offline marketing models will not be able to meet their growing needs.At this time,new media Marketing arises at the historic moment,bringing unique benefits to enterprise product sales,channel innovation,technological upgrading,and transformation and development.The insurance industry is currently in a transitional stage.The state has issued a number of policies to guide the insurance industry in applying Internet information technology to transform traditional insurance business processes.In this market environment,new media marketing will become an indispensable part of the business transformation and rapid development of insurance companies.marketing techniques.After years of intensive cultivation,China Life Hangzhou Branch has now achieved a certain market position in Hangzhou.The company has also expanded its new media marketing business in accordance with the market development situation.However,through comparison with other competitors in the Hangzhou market,combined with the company's development needs,it can be seen,At present,China Life Hangzhou Branch still has problems in new media marketing.For China Life Hangzhou Branch,how to innovate marketing concepts and optimize new media marketing strategies is an important issue affecting the company's development.This article mainly studies the new media marketing strategy of China Life Hangzhou Branch.In the process of research,first analyzes the current status and existing problems of China Life Hangzhou Branch's new media marketing,and found that its new media marketing has insufficient information sources,Problems such as unfavorable channel operation and weak communication characteristics of information interaction.Subsequently,this paper uses the PEST analysis method and the Porter Five Forces model to summarize the macro environment and industry environment of China Life Hangzhou Branch,and analyzes the characteristics and needs of consumers by collecting the questionnaire data.The conclusion is that China Life Hangzhou The SWOT matrix of the branch.Finally,combining the above analysis and the characteristics of new media marketing,proposes corresponding optimization strategies from the four levels of product,price,channel,and promotion,including improving product mix,developing new products in comb ination with new media marketing scenarios,and conducting discount pricing and differentiation of new media products Customized pricing;innovative omni-channel operations,opening up new channels;intensifying the promotion of new media platforms,enhanc ing the interest of promotional activities,and other measures,as well as safeguarding measures in terms of innovation capabilities,human resources and user information sources.While laying an empirical foundation for China Life Hangzhou branch to formu late new media marketing strategies,promoting the company's innovative marketing concepts,and enhancing market competitiveness,it also further provides a scientific decision-making basis for related industries or enterprises to solve actual business problems.