The Case Study On The Marketing Of WeChat Official Account Of B Insurance Company

Over the past decade,China's insurance industry is experiencing a period of rapid growth,with the continuous enrichment of market organization and the rapid growth of premium income.The insurance industry plays a very important role in China's financial system and even in the whole national economy.With the increasingly fierce competition in the industry,the insurance industry is indeed facing the subject of transformation,and the vigorous development of the whole social science and technology.It is becoming one of the key factors for the insurance industry to take off in the transformation.WeChat is a popular online social software in recent years,which not only brings a lot of convenience to people's life,but also provides a brand-new Internet marketing platform for enterprises.Under the wave of digital development,the new generation of Chinese life insurance companies,on behalf of B Insurance Company,speed up the pace of technological and financial transformation,keep up with the development trend of the times and science and technology,and actively explore.Try to build an online marketing system around Secom's official account,accelerate the transformation of services to digital,continuously promote the upgrading of service concepts and models,constantly innovate online service items and functions,and promote the continuous upgrading of the "service leading" strategy.This thesis mainly discusses We Chat marketing in the insurance industry,from the development of the whole industry to the specific situation of B insurance company,taking B company to build We Chat official account self-media platform,and launching a series of marketing measures as a case study,combined with the classic STP model of marketing and the AISAS model with network marketing characteristics,discusses the key links and long-term business strategy of We Chat official account marketing in insurance industry.Focus on the combination of the five key contacts of the AISAS model,in B company how to use We Chat official account to attract consumers' attention to the brand,constantly stimulate consumer interest,guide consumers to conduct independent search on products,promote consumer purchase action,stimulate consumers to share experience,targeted in line with B insurance company's We Chat official account marketing optimization strategy.The research significance of this thesis is mainly reflected in the research on the practical problems of We Chat official account marketing of B insurance company,and tries to put forward solutions,focusing on the consumption behavior patterns of insurance consumer groups on the Internet in the Internet era.And traditional insurance companies try to test the Internet sales and the related marketing measures of We Chat official account.Hope to sort out some ideas through the analysis and exploration of the existing problems of Company B,provide some reference for the analysis of similar problems in the whole insurance industry,and try to use some of the solutions mentioned in this thesis in practical work.Follow the change and development of the We Chat official account of B insurance company continuously.