Research On The Operation Of TP Life Personal Insurance Channel Under The Digital Background

Under the background that digital economy has become a new driving force for economic development,digital insurance has become an important part the digital economy.Digital transformation is the inherent demand of the insurance industry to achieve high-quality digital economic development.Under the guidance of the "Digital China" development strategy,all industries are actively promoting digital transformation,using big data,cloud computing,block chains,artificial intelligence and other information technologies to improve the efficiency of operation and management.The insurance industry is also actively cultivating digital capabilities,making breakthroughs in sales channels,product development,customer service,risk management,and constantly improving its competitive advantages to achieve high-quality development.This article takes TP Life’s personal insurance channel as the research object.Based on reviewing the relevant theories of value chain and digitalization,it summarizes and summarizes the current digital operation situation of TP Life and personal insurance channels.PEST and SWOT analysis tools are used to analyze their business environment.Relevant survey questionnaires are designed,and in-depth interviews are conducted with managers and employees at all levels of TP Life,Further summarize and organize the problems existing in the digital operation and management tools,digital marketing efficiency,online customer service,agent digital management section,and internet training system of TP Life’s personal insurance channels,and propose corresponding business optimization suggestions.Through the analysis above,this article proposes that TP Life’s personal insurance channel should be strengthened in terms of digital management system configuration efficiency,precision of digital marketing tools,customer online service experience,establishment of employee online training system,and the function of agent digital recruitment and business development tools,in order to effectively improve the overall business performance of the enterprise.On the one hand,this study expands the application cases of value chain theory and digital related theories in the field of life insurance company operation efficiency research,on the other hand,it provides reasonable suggestions on how to improve the efficiency of TP life personal insurance channel digital operation,and at the same time,it broadens the thinking for Chinese traditional life insurance companies to implement Digital transformation more effectively,which has certain theoretical and practical significance.