Research On The Optimization Of Digital Marketing Strategy In R Foreign Insurance Company

The emergence of digital marketing is undoubtedly a disruptive innovation for traditional marketing in traditional industries.digital transformation in the VUCA era is leading all industries,and insurance companies are no exception to the need for digital transformation.Among the many transformation modules within a company,marketing is the only one that has the most direct contact with customers and is more likely to generate significant added value for the company through the implementation of this transformation.The subject of this thesis is a Sino-US life insurance joint venture established by a US insurance group in Shanghai,China.From the beginning,we explain the impact of three factors-macro environment,national policy,and new crown epidemic-on the digital transformation of the insurance industry,and emphasize the necessity of digital marketing;then we illustrate the suitability of digital marketing and insurance companies by comparing the difference between traditional marketing and digital marketing.The main research content takes the 4R model of digital marketing as the theoretical basis,and explores the marketing management problems and analyzes the causes in the process of promoting digital transformation of marketing in R foreign insurance companies through a combination of qualitative and quantitative approaches,and finally proposes a targeted optimization plan,and sets three guarantee principle measures in terms of talent,budget and technology to support the digital marketing strategy can be successfully implemented.For the optimized digital marketing program,this paper proposes four innovative changes.The first data utilization changes,fine generation of user portraits of the new logic.The second communication concept change,through the introduction of new IP,more ecological intervention portfolio and implementation of content marketing,to reach more consumers and customers.The third interaction model change,applying the latest digital technology and implementing a personalized digital experience throughout the customer journey.The fourth change in the whole chain,using more realistic measurement indicators combined with the new MA system to help marketing managers to achieve the marketing end of the forecast,process adjustment and review of the platform.All of the above changes are not yet involved in R’s current marketing process.By seeking the optimal allocation of resources such as technology and content at the digital marketing level,we will ultimately empower R’s development to maximize the benefits of digital marketing.