【摘要】：互聯(lián)網(wǎng)技術(shù)帶來了全新的營銷模式——網(wǎng)絡(luò)營銷。網(wǎng)絡(luò)營銷就是利用互聯(lián)網(wǎng)展開銷售活動(dòng)。這種銷售模式以互聯(lián)網(wǎng)絡(luò)為載體，符合網(wǎng)絡(luò)傳播的理念和特點(diǎn)。中國互聯(lián)網(wǎng)絡(luò)信息中心2014年1月16日，在京發(fā)布第33次《中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》。截至2013年12月，我國網(wǎng)民規(guī)模達(dá)6.18億，互聯(lián)網(wǎng)普及率為45.8%。我國正處在信息技術(shù)飛速發(fā)展的時(shí)代，有效利用互聯(lián)網(wǎng)進(jìn)行營銷活動(dòng)將有助于企業(yè)贏得市場優(yōu)勢。 保險(xiǎn)網(wǎng)絡(luò)營銷渠道的利用有助于企業(yè)降低自身的運(yùn)營成本，并且能夠?yàn)榭蛻籼峁┤鎯?yōu)質(zhì)的信息服務(wù)。良好的網(wǎng)絡(luò)銷售渠道有助于加快交易進(jìn)程，促使行業(yè)整體的運(yùn)行速度加快，在一定程度上使消費(fèi)者的購買成本大大降低。我國網(wǎng)絡(luò)保險(xiǎn)起步雖然較晚，但受到保險(xiǎn)企業(yè)普遍重視。2001年3月，太平洋保險(xiǎn)企業(yè)北京分公司開始嘗試在網(wǎng)上銷售保險(xiǎn)產(chǎn)品，平安保險(xiǎn)、泰康保險(xiǎn)等保險(xiǎn)企業(yè)相繼開展保險(xiǎn)網(wǎng)上營銷業(yè)務(wù)，并迅速發(fā)展。除保險(xiǎn)企業(yè)直營網(wǎng)站外，第三方交易平臺(tái)迅速崛起。 本文遵循從一般到特殊，，理論到實(shí)踐的分析思路。研究循著“現(xiàn)狀分析——問題分析——提出對策”這樣一條路線進(jìn)行。文章首先介紹了網(wǎng)絡(luò)營銷的相關(guān)理論，進(jìn)而分析我國保險(xiǎn)網(wǎng)絡(luò)營銷發(fā)展的三個(gè)階段，并且以XX壽險(xiǎn)公司為例來分析網(wǎng)絡(luò)營銷策略所面臨的各類問題。在研究美國、英國等發(fā)達(dá)地區(qū)的保險(xiǎn)網(wǎng)絡(luò)營銷的成功經(jīng)驗(yàn)的基礎(chǔ)上來對比我國網(wǎng)絡(luò)營銷發(fā)展情況的不足之處。經(jīng)過以上詳細(xì)客觀的分析，在文章最后提出了針對中國發(fā)展網(wǎng)絡(luò)保險(xiǎn)的相應(yīng)策略。本文采取預(yù)測性研究分析方法，文獻(xiàn)分析方法，個(gè)案分析方法等研究方法。把保險(xiǎn)營銷理論作為分析基礎(chǔ)，結(jié)合具體公司真實(shí)的網(wǎng)絡(luò)保險(xiǎn)的發(fā)展情況，由此總結(jié)出我國保險(xiǎn)網(wǎng)絡(luò)營銷存在的問題并進(jìn)行深入分析，提出針對性對策。問題的分析由點(diǎn)到面，力求在現(xiàn)實(shí)意義上有所創(chuàng)新。
[Abstract]:Internet technology has brought a new marketing model-network marketing. Network marketing is the use of the Internet to launch sales activities. This kind of sale pattern takes the Internet as the carrier, accords with the network dissemination idea and the characteristic. On January 16, 2014, the China Internet Network Information Center released the 33rd report on the status of China's Internet Development in Beijing. As of December 2013, the number of Internet users in China reached 618 million, and the Internet penetration rate was 45.8%. Our country is in the era of rapid development of information technology, effective use of the Internet for marketing activities will help enterprises to win market advantages. The use of insurance network marketing channels helps enterprises to reduce their own operating costs, and can provide customers with comprehensive and high-quality information services. A good network sales channel helps to speed up the transaction process, speed up the operation of the industry as a whole, and greatly reduce the purchase cost of consumers to a certain extent. Although China's network insurance started relatively late, it was generally valued by insurance companies. In March 2001, Pacific Insurance Company Beijing Branch began to try to sell insurance products online, Ping an Insurance. Taikang Insurance and other insurance companies have launched online insurance marketing business, and rapid development. In addition to insurance companies directly operating the site, the rapid rise of third-party trading platform. This article follows from general to special, from theory to practice. The research follows the "current situation analysis-problem analysis-put forward countermeasures" such a route. This paper first introduces the related theories of network marketing, then analyzes the three stages of the development of insurance network marketing in China, and takes XX life insurance company as an example to analyze the various problems faced by the network marketing strategy. On the basis of studying the successful experience of insurance network marketing in the developed areas such as the United States and the United Kingdom, this paper compares the shortcomings of the development of network marketing in our country. After the above detailed and objective analysis, the paper puts forward the corresponding strategies for the development of network insurance in China. This paper adopts predictive analysis method, literature analysis method, case analysis method and other research methods. Taking the theory of insurance marketing as the basis of analysis, combined with the development of the real network insurance of specific companies, this paper sums up the problems existing in the insurance network marketing of our country and makes an in-depth analysis, and puts forward some targeted countermeasures. The analysis of the problem from point to face, strive to be creative in practical significance.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F842.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李振華;YG保險(xiǎn)公司網(wǎng)絡(luò)營銷策略研究[D];山東財(cái)經(jīng)大學(xué);2015年

本文編號(hào)：2267816