| The Internet has brought changes to the development of the insurance industry.Coupled with the increasing attention to health,life insurance has received unprecedented attention and subverted the marketing model of the traditional insurance industry.From the perspective of the Internet,the insurance industry is facing not only broad development prospects,but also challenges such as the reduction of access barriers and the transformation of marketing channels.Both large state-owned insurance companies and private insurance companies must have an insight into the impact of the Internet on insurance marketing and formulate targeted and innovative marketing models in order to achieve long-term development.As a listed company,Pacific Life has occupied an important market share in the insurance field,and has established a marketing network system covering the whole country,providing ways of health support and financial management for tens of millions of customers.However,in the complex and volatile business environment,the Pacific life insurance business is also under fierce market competition.Especially the mainland market,mainly with Henan branch,is threatened by private capital and foreign insurance companies.In order to realize the transformation of the marketing model of Pacific Life Henan Branch,this paper conducted an in-depth research on the transformation of the marketing model of Pacific Life Henan Branch under the Internet horizon through the literature data method,case analysis method,comparative analysis method and other research methods.On the premise of sorting out the research situation at home and abroad and summarizing the theoretical basis of enterprise competition strategy,Porter value chain theory and aggregate marketing theory,the marketing situation of Pacific Life Henan Branch.The study shows that the main problem in the marketing model of Pacific Life Henan Branch is insufficient preparation for the impact of Internet finance;based on the internal and external competition environment of Pacific Life Henan Branch and Internet development trends,including: 1)make full use of big data,enhance industry competitiveness;2)multi-channel integration with the Internet,create a self-marketing platform;3)accelerate product innovation and service innovation;4)innovation talent cultivation system,introduce professional new Internet insurance talents;5)strengthen online and offline supervision,strengthen internal control management;6)strengthen external cooperation and cultivate resource cooperation network operation system;7)promote internal digital transformation and cultivate digital marketing concept.This study aims to help Pacific Life Henan Branch keep pace with The Times,upgrade its products and services,and expand its market share.At the same time,it also provides a useful reference for other types of insurance companies in China to realize the transformation and reform of their business model. |
