【摘要】：近幾年,互聯(lián)網(wǎng)經(jīng)濟(jì)在我國發(fā)展迅速,網(wǎng)民數(shù)量急劇增加,網(wǎng)購環(huán)境逐漸成熟,為互聯(lián)網(wǎng)保險發(fā)展帶來了良好機(jī)遇。尤其自2012年開始,中國的互聯(lián)網(wǎng)保險進(jìn)入全面發(fā)展時期,各保險企業(yè)通過官方網(wǎng)站、保險超市、門戶網(wǎng)站、離線商務(wù)平臺、第三方電子商務(wù)平臺等多種方式開展互聯(lián)網(wǎng)保險業(yè)務(wù),據(jù)艾瑞咨詢公司預(yù)測,2016年中國保險電子商務(wù)保費(fèi)規(guī)模將達(dá)到590.5億元。P保險公司是我國保險市場中發(fā)展迅速,市場份額最大的非國有制保險公司,在互聯(lián)網(wǎng)保險發(fā)展方面也走在行業(yè)前列,因此本文選取P保險公司互聯(lián)網(wǎng)保險產(chǎn)品作為研究對象制定市場營銷策略。 本文通過運(yùn)用SWOT模型分析了P保險公司互聯(lián)網(wǎng)保險產(chǎn)品開發(fā)所面臨的優(yōu)勢、劣勢、機(jī)遇、挑戰(zhàn)；對陜西保險消費(fèi)者進(jìn)行問卷調(diào)查,并運(yùn)用SPSS17.0對收集數(shù)據(jù)進(jìn)行分析,查找人口因素、地理因素、心理因素、行為因素對消費(fèi)者購買互聯(lián)網(wǎng)保險產(chǎn)品產(chǎn)生的影響；運(yùn)用STP理論對P保險公司互聯(lián)網(wǎng)保險產(chǎn)品進(jìn)行市場細(xì)分、確定目標(biāo)市場并進(jìn)行市場定位；結(jié)合相關(guān)文獻(xiàn)與P保險公司實(shí)際情況制定出P保險公司互聯(lián)網(wǎng)保險產(chǎn)品的市場營銷策略。 由于目前市場上的互聯(lián)網(wǎng)保險產(chǎn)品同質(zhì)化非常嚴(yán)重,因此競爭異常激烈。為使P保險公司在市場中保持領(lǐng)先地位,本文將P保險公司互聯(lián)網(wǎng)保險產(chǎn)品的目標(biāo)市場設(shè)定為：在互聯(lián)網(wǎng)保險市場消費(fèi)群體最大的高學(xué)歷、高收入的中年群體、一線與二線城市消費(fèi)者群體、“新、奇、特”互聯(lián)網(wǎng)保險產(chǎn)品消費(fèi)者群體、優(yōu)質(zhì)老客戶消費(fèi)者群體；通過提升服務(wù)水平、提升產(chǎn)品附加值體現(xiàn)P保險公司互聯(lián)網(wǎng)保險產(chǎn)品的差異化,并有針對性的設(shè)計出P保險公司互聯(lián)網(wǎng)保險產(chǎn)品的營銷策略,包括產(chǎn)品策略、定價策略、渠道策略、促銷策略,促進(jìn)P保險公司互聯(lián)網(wǎng)保險產(chǎn)品滿足市場需求并取得可觀收益,助力P保險公司專業(yè)品牌的打造。
[Abstract]:In recent years, the Internet economy has developed rapidly in China, the number of Internet users has increased sharply, and the online shopping environment has gradually matured, which has brought good opportunities for the development of Internet insurance. Especially since 2012, China's Internet insurance has entered a period of all-round development. Insurance enterprises have adopted official websites, insurance supermarkets, portals, and offline business platforms. Third-party e-commerce platform and other ways to carry out Internet insurance business, according to the prediction of Eli Consulting Company, the scale of insurance e-commerce premiums in China will reach 59.05 billion yuan in 2016. P insurance company is a rapid development in China's insurance market. The non-state-owned insurance company with the largest market share is also in the forefront of the industry in the development of Internet insurance, so this paper selects the Internet insurance products of P insurance company as the research object to formulate marketing strategy. This paper analyzes the advantages, disadvantages, opportunities and challenges of Internet insurance product development in P insurance company by using SWOT model. This paper makes a questionnaire survey on Shaanxi insurance consumers, and uses SPSS17.0 to analyze the collected data to find out the influence of population factors, geographical factors, psychological factors and behavior factors on consumers' purchase of Internet insurance products. The market segmentation of Internet insurance products of P insurance company is carried out by using STP theory, and the target market is determined and the market positioning is carried out. Combined with the relevant literature and the actual situation of P insurance company, the marketing strategy of Internet insurance products of P insurance company is worked out. At present, the homogenization of Internet insurance products in the market is very serious, so the competition is extremely fierce. In order to make P insurance company maintain a leading position in the market, this paper sets the target market of P insurance company's Internet insurance products as: the largest middle-aged group with the highest education and high income in the Internet insurance market. First-line and second-tier city consumer group, "new, strange, special" Internet insurance product consumer group, high-quality old customer consumer group; By improving the service level, improving the added value of products reflects the differentiation of Internet insurance products of P insurance company, and designs the marketing strategy of Internet insurance products of P insurance company, including product strategy and pricing strategy. Channel strategy, promotion strategy, promote P insurance company Internet insurance products to meet the market demand and make considerable profits, help P insurance company professional brand building.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F842.3

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