大数据背景下,以保单为中心的传统保险营销方式弊端日益显现,新的保险营销模式不断涌现,保险行业必须及时更新营销理念,依靠大数据开启精准营销,以促进自身更快更好发展。基于此,本文阐述了大数据背景下保险营销的创新对策,旨在为保险营销工作提供理论指导。 In the background of big data, the malpractices of the traditional insurance marketing methods centering on insurance policies are becoming more and more obvious. The new insurance marketing models are emerging constantly. The insurance industry must promptly update the marketing concepts and rely on the big data to launch accurate marketing to promote faster and better development. Based on this, this article elaborates the innovation strategy of insurance marketing in the background of big data, and aims to provide theoretical guidance for insurance marketing.