Author(s)

Teng Fei ¹, Meiyi Wang ¹, Yongfang Ma ²

Affiliation(s)

¹ School of Economics and Management, Harbin Cambridge University, Harbin, Heilongjiang, 150030, China
² Public Administration and Law School, Northeastern Agricultural University, Harbin, Heilongjiang, 150030, China

Corresponding Author

Teng Fei

ABSTRACT

In recent years, with the rapid development of Internet technology and e-commerce, China's Internet users have been increasing, and China's economy is also developing rapidly. In 2021, China's GDP reached 1143670 billion yuan, a year-on-year increase of 8.1%. The number of Internet users will reach 10.32 billion in 2021, and the Internet penetration rate will reach 73% in 2021. In this context, the insurance industry has also begun to penetrate into Internet marketing. Big data technology, artificial intelligence technology and blockchain technology have become the driving force for the development of insurance companies. In addition, insurance companies also use big data to summarize the common characteristics and rules of Internet users and achieve accurate positioning of customer needs. With big data, insurance marketers can pinpoint customers and target insurance services to specific groups. At present, Internet insurance marketing is particularly important. Based on the introduction of Internet insurance marketing strategies, this paper analyzes the current situation of China's Internet insurance market, identifies problems from the market situation, analyzes the problems existing in the Internet insurance market, and puts forward corresponding countermeasures for these problems. Therefore, the research on the Internet insurance market will greatly promote the development of China's insurance industry.

KEYWORDS

Internet insurance, internet marketing, 4P theory, big data

CITE THIS PAPER

Teng Fei, Meiyi Wang, Yongfang Ma, Analysis of Internet Insurance Marketing Strategy—Taking Allianz Sino-German as an Example. Financial Engineering and Risk Management (2023) Vol. 6: 42-58. DOI: http://dx.doi.org/10.23977/ferm.2023.060607.

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