【摘要】：互聯(lián)網(wǎng)的飛速發(fā)展為保險業(yè)的騰飛帶來了前所未有的契機,網(wǎng)絡(luò)銷售保險產(chǎn)品比傳統(tǒng)營銷渠道更有效率,而且互聯(lián)網(wǎng)技術(shù)可以為保險公司提供更加全面的技術(shù)支持,推動保險公司經(jīng)營管理的發(fā)展。根據(jù)某知名咨詢公司統(tǒng)計結(jié)果顯示,國內(nèi)保險電子商務市場規(guī)模已經(jīng)由2009年的2.8億增長到2013年的83.2億,短短4年間市場擴大了40倍。本文研究平安保險網(wǎng)絡(luò)直銷平臺業(yè)務改進問題。平安保險公司自1988年起步以來,一直致力于營銷模式的探索與革新。通過研究平安保險在營銷模式的演變歷程,從最初的代理人制度到現(xiàn)在互聯(lián)網(wǎng)與線下的完美結(jié)合,平安保險在保費收入方面實現(xiàn)了質(zhì)的飛躍,簡要探討了各個時代下的營銷模式創(chuàng)新,平安保險從無到有發(fā)展成如今的金融巨頭,對于現(xiàn)下小型保險公司的成長具有十分重要的借鑒意義。本文側(cè)重于以目前保險業(yè)務量最大且成長最為迅速的平安車險為例分析平安網(wǎng)絡(luò)保險營銷模式,在已有客戶基數(shù)的情況下,如何提高客戶轉(zhuǎn)化率是互聯(lián)網(wǎng)保險制勝的關(guān)鍵。平安保險網(wǎng)絡(luò)營銷平臺成立數(shù)年,卻一直面臨著低轉(zhuǎn)化率、高成本的問題,我們將會通過一些活動來測試造成這些問題的原因,進而探究應對之策,同時經(jīng)過長期的追蹤,我們分析了這些改進措施的實施效果,對平安保險網(wǎng)絡(luò)平臺的改進意義重大。本研究成果有助于平安保險在互聯(lián)網(wǎng)+時代背景下進一步拓展網(wǎng)絡(luò)直銷平臺業(yè)務,提高互聯(lián)網(wǎng)時代下企業(yè)的競爭力、服務質(zhì)量與市場占有率,也對同行業(yè)的互聯(lián)網(wǎng)營銷平臺的發(fā)展其借鑒作用。
[Abstract]:The rapid development of the Internet has brought unprecedented opportunities for the insurance industry to take off. Online sales of insurance products are more efficient than traditional marketing channels, and Internet technology can provide more comprehensive technical support for insurance companies. Promote the development of insurance company's operation and management. According to a well-known consulting firm, the size of the domestic insurance e-commerce market has grown from two hundred and seventy nine million nine hundred and ninety nine thousand nine hundred and ninety nine in 2009 to 8.32 billion in 2013, a 40-fold increase in just four years. This paper studies the business improvement of Ping an Insurance Network Direct selling platform. Ping an Insurance Company has been devoted to the exploration and innovation of marketing model since its inception in 1988. By studying the evolution of the marketing model of Ping an Insurance, from the initial agent system to the perfect combination of Internet and offline now, Ping an Insurance has achieved a qualitative leap in premium income. This paper briefly discusses the innovation of marketing mode in various times. The development of Ping an Insurance from nothing to the present financial giant has a very important reference significance for the growth of small insurance companies at present. This paper focuses on the analysis of Ping an network insurance marketing mode, which has the largest insurance business and the most rapid growth. In the case of the existing customer base, how to improve the customer conversion rate is the key to the success of Internet insurance. Ping an Insurance Network Marketing platform has been facing the problem of low conversion rate and high cost for several years. We will test the causes of these problems through a number of activities, and then explore the solutions to these problems, and at the same time, after a long period of follow-up, We analyze the implementation effect of these improvement measures, which is of great significance to the improvement of Ping an Insurance Network platform. The results of this study will help Ping an Insurance to further expand the network direct marketing platform business under the background of the Internet era, and improve the competitiveness, service quality and market share of enterprises in the Internet era. It is also a reference for the development of Internet marketing platform in the same industry.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F842.3;F274

【相似文獻】

相關(guān)期刊論文 前5條

1 耿明英;;平安保險收購富通的敗局值得反思[J];武漢金融;2010年10期

2 朱淼;呂成;;高校學生平安保險工作的幾點思考[J];科技信息;2009年17期

3 陳亞歐;;平安保險集團綜合經(jīng)營戰(zhàn)略探析[J];改革與開放;2011年18期

4 朱冬梅;;淺談平安保險會計業(yè)務流程再造[J];內(nèi)蒙古農(nóng)業(yè)大學學報(社會科學版);2007年06期

5 ;[J];;年期

相關(guān)碩士學位論文 前5條

1 夏率哥;平安保險網(wǎng)絡(luò)營銷策略研究[D];廣東外語外貿(mào)大學;2016年

2 史曉學;平安保險網(wǎng)絡(luò)直銷平臺營銷業(yè)務流程改進研究[D];大連理工大學;2016年

3 趙鵬舉;平安保險集團多元化戰(zhàn)略研究[D];對外經(jīng)濟貿(mào)易大學;2005年

4 覃云芳;平安保險金融控股策略研究[D];華中科技大學;2005年

5 李媛;基于協(xié)同視角下的平安保險集團協(xié)同效應研究[D];安徽財經(jīng)大學;2015年

，

本文編號：2461575