Research On Social Media Marketing Strategy Of ZY Insurance Company Online Platform

With the arrival of the Internet era and the popularization of social media,traditional marketing models can no longer adapt well to the needs of modern enterprises and consumers.Social media marketing has become an important way to promote products,services,and brands.At present,the homogenization of products in various insurance companies is quite severe,and fully utilizing social media to spread information to target customers and guide consumers to make purchases has become a key factor in enterprise competition.This article draws on existing relevant achievements and combines the SICAS model to deeply explore the social media marketing strategy of ZY Insurance Company,taking it as an example.Based on the analysis of the strategic environment,competitive environment,and internal resources of the enterprise’s development,this article finds that ZY Insurance Company has a relatively complete political and economic environment.The large population lays the foundation for the development of the insurance business,and technology empowers the intelligence of insurance numbers to become possible.ZY Insurance Company’s "self operated+managed" channel resources and strong material foundation,as well as organizational and service capabilities,have laid the foundation for its social media marketing.This article takes the SICAS model as the research context and proposes suggestions for ZY Insurance Company to implement social media marketing strategy optimization on its online platform through questionnaire analysis.This article summarizes the current situation of ZY Insurance Company’s online platform social media marketing strategy,summarizes the problems it is currently facing,and based on this,provides relevant suggestions and implementation guarantees for the selection of social media marketing strategies.This article conducts optimization research on the social media marketing strategy of ZY Insurance Company’s online platform,providing certain reference for the formulation and optimization of other insurance companies’ online platform marketing strategies.At the same time,it has a certain positive effect on ZY Insurance Company’s increasing awareness and market share,and promoting the healthy development of the enterprise.