Study on Marketing Strategy of App Platform in China Ping an Insurance(Group) Co.Ltd

Citation

Yang, Yong. (2023). Study on marketing strategy of app platform in China Ping an Insurance(Group) Co.Ltd (Master’s independent study). Bangkok: Siam University.

Abstract

The paper examines the evolution of Ping An Insurance Company, highlighting its innovative marketing strategies within the Internet financial era, particularly through its APP platform. Utilizing qualitative research and Michael Porter’s five forces model, the study analyzes the shift from traditional marketing approaches to the new Internet-based model. The findings underline the effectiveness of APP platform marketing and suggest enhancement strategies across various facets, encompassing target customer strategy, platform launch, positioning, product, pricing, and promotion strategies. The findings of this paper are : 1) Ping An Insurance’s marketing model, transitioning from traditional marketing to Internet marketing, and finally to mobile Internet marketing; 2) The results revealed key issues within the current marketing model implemented through the APP platform, shedding light on areas that require attention and improvement; 3) Improvements to the APP platform’s marketing strategy, aligned with industry trends and national policies. The research contributes to shaping Ping An Insurance Group’s future marketing endeavors and offers comprehensive guidelines for APP-based marketing.

Keywords: Ping An Insurance, Internet Marketing, Mobile Internet Marketing, APP Platform.

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Master of Business Administration (International Program), Siam University, Bangkok, Thailand