Research On Marketing Strategy Of Internet Insurance Business Of H Company

H company is a small and medium-sized life insurance enterprise in China.It pays more attention to the development of Internet insurance business and the use of Internet insurance technology.However,in the process of developing Internet insurance business,we will face many problems of marketing strategy,which has a certain impact on the development of Internet insurance business.This paper mainly analyzes the Internet insurance marketing strategy of small and medium-sized insurance companies represented by H insurance company,so as to provide reference and reference for the development of Internet insurance marketing of domestic small and medium-sized insurance companies.Taking H insurance company as the research object,based on the research on the current situation of Internet insurance business marketing strategy,this paper analyzes the problems and optimization scheme of H company’s marketing strategy through a variety of theories and models,and analyzes the macro environment and industrial environment in detail based on PEST analysis and Michael Porter’s Five Forces Model.At the same time,it uses 4P theory to find the existing Internet insurance business marketing problems of H company.Using SWOT analysis,this paper makes a comprehensive analysis on the current situation of the marketing environment of H company’s Internet insurance business.Through the above analysis methods,using QSPM matrix decision-making,we can get a more scientific marketing strategy for H company’s Internet insurance business:product strategy and promotion strategy.Finally,according to the current situation of H company,a specific strategy implementation scheme is designed to solve the problems of products and promotion faced by H company.