本文選題：互聯(lián)網(wǎng)保險　切入點：互聯(lián)網(wǎng)保險超市　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)技術(shù)的發(fā)展?jié)B透著各行各業(yè),隨之潛生出各式各樣的風(fēng)險管理需求,不斷地深入保險領(lǐng)域。傳統(tǒng)的保險行業(yè)正借助互聯(lián)網(wǎng)發(fā)力,開創(chuàng)新的經(jīng)營模式。由于互聯(lián)網(wǎng)購物相比傳統(tǒng)保險營銷的交易費(fèi)用更低,更具便捷性和隱私性,人們更愿意選擇通過互聯(lián)網(wǎng)渠道購買保險產(chǎn)品和服務(wù)�；ヂ�(lián)網(wǎng)保險超市是互聯(lián)網(wǎng)保險經(jīng)營模式中的一種,是由新型的保險中介所提供的集合各種保險產(chǎn)品的一站式服務(wù)平臺,它將與其關(guān)聯(lián)的所有保險公司的產(chǎn)品放在同一個網(wǎng)站平臺里進(jìn)行銷售,從中收取傭金或手續(xù)費(fèi)作為盈利。在眾多互聯(lián)網(wǎng)保險超市平臺中,消費(fèi)者會從購買備選集中選擇何種品牌,怎樣保證某個互聯(lián)網(wǎng)保險超市品牌能在激烈的競爭中取勝?這些問題引發(fā)了本文作者的思考。本文創(chuàng)新性地從品牌信用度視角對兩個互聯(lián)網(wǎng)保險超市品牌進(jìn)行了品牌經(jīng)濟(jì)學(xué)分析,并提出了互聯(lián)網(wǎng)保險超市如何進(jìn)行品牌建設(shè)的建議。首先,本文對研究背景和意義、研究方法、創(chuàng)新點和不足進(jìn)行了簡單的介紹。在研究背景和意義中提出了本文研究的問題:互聯(lián)網(wǎng)保險超市如何建設(shè)品牌。在研究方法中簡要說明了本文主要的研究方法包括定性分析法、相對賦值法和案例分析法,并介紹了品牌信用模型以及其所包含的十個指標(biāo)。之后,在文獻(xiàn)綜述部分對國內(nèi)外關(guān)于互聯(lián)網(wǎng)的研究和關(guān)于品牌建設(shè)研究進(jìn)行了梳理概括。然后,通過關(guān)于互聯(lián)網(wǎng)的問卷調(diào)查,探究對互聯(lián)網(wǎng)保險的認(rèn)可度和互聯(lián)網(wǎng)保險超市的市場前景。接下來,又分別基于交易費(fèi)用理論、從企業(yè)經(jīng)營角度和消費(fèi)者購買行為決策過程分析了互聯(lián)網(wǎng)保險相比于線下傳統(tǒng)模式存在的優(yōu)勢。之后,運(yùn)用品牌信用模型對"慧擇保險網(wǎng)"和"向日葵保險網(wǎng)"進(jìn)行詳細(xì)分析和評級,并分別計算出品牌溢價率,比較得分差異,找出存在差異的原因。最后,結(jié)合前文分析,針對互聯(lián)網(wǎng)保險超市不存在和存在自有保險產(chǎn)品階段的品牌建設(shè)提出建議。
[Abstract]:The development of Internet technology permeates all kinds of industries, and with it comes a variety of risk management demands, which are constantly deepening into the insurance field. The traditional insurance industry is making great efforts with the help of the Internet. Create a new business model. Because Internet shopping is cheaper, more convenient and more private than traditional insurance marketing, People prefer to buy insurance products and services through Internet channels. Internet insurance supermarkets are one of the business models of Internet insurance, which is a one-stop service platform provided by new insurance intermediaries to collect all kinds of insurance products. It makes a profit by selling the products of all its associated insurance companies on the same website platform, taking commissions or fees from them. What brands will consumers choose from the purchase options, and how to ensure that a certain Internet insurance supermarket brand can win in the fierce competition? These questions lead to the author's thinking. This paper innovatively analyzes the brand economics of two internet insurance supermarket brands from the perspective of brand credit. And put forward some suggestions on how to build the brand of internet insurance supermarket. First of all, the research background and significance of this paper, research methods, In the background and significance of the research, the paper puts forward the question of how to build the brand of the internet insurance supermarket. In the research method, it briefly explains the main research methods of this paper, including qualitative analysis method. The relative assignment method and case analysis method, and introduces the brand credit model and its ten indicators. Then, in the literature review part, the domestic and foreign research on the Internet and the brand building research are summarized. Through the questionnaire survey on the Internet, this paper explores the recognition of Internet insurance and the market prospects of Internet insurance supermarkets. Then, based on the transaction cost theory, This paper analyzes the advantages of Internet insurance compared with the traditional offline mode from the perspective of enterprise management and the decision-making process of consumers' purchase behavior. The brand credit model is used to analyze and rank Huizi Insurance Network and Sunflower Insurance net in detail, and calculate the premium rate of brand, compare the score difference, find out the reasons for the difference. This paper puts forward some suggestions on the brand construction of internet insurance supermarket in the stage of non-existence and existence of its own insurance products.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F842

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