财险公司场景化营销策略优化研究
Research on Optimizing Scenario Based Marketing Strategies for Property and Casualty Insurance Companies

在财险行业竞争日益激烈的当下，场景化营销成为提升财险公司竞争力的关键路径。本文围绕财险公司场景化营销策略展开研究，先阐述场景化营销及财险营销的相关理论。接着，借助财险行业相关数据，剖析财险公司场景化营销现状，揭示出产品单一、渠道协作欠佳、客户洞察不深、技术支撑不足等问题。为破解这些难题，本文从产品、渠道、客户和技术四个维度提出针对性优化策略，包括开发定制化产品、推动全渠道融合、实施精准客户定位与服务、强化技术赋能与安全保障。研究旨在为财险公司优化场景化营销策略提供理论参考，助力其在市场竞争中把握机遇，推动财险行业持续健康发展。
In the increasingly fierce competition in the property and casualty insurance industry, scenario based marketing has become a key path to enhance the competitiveness of property and casualty insurance companies. This article focuses on the scenario based marketing strategy of property and casualty insurance companies, and first elaborates on the relevant theories of scenario based marketing and property and casualty insurance marketing. Next, with the help of relevant data in the property and casualty insurance industry, the current situation of scenario based marketing in property and casualty insurance companies is analyzed, revealing problems such as single product, poor channel cooperation, lack of customer insight, and insufficient technical support. To address these challenges, this article proposes targeted optimization strategies from four dimensions: product, channel, customer, and technology. These strategies include developing customized products, promoting omnichannel integration, implementing precise customer positioning and services, and strengthening technological empowerment and security guarantees. The research aims to provide theoretical reference for optimizing scenario based marketing strategies for property insurance companies, helping them seize opportunities in market competition, and promoting the sustainable and healthy development of the property insurance industry.