太平洋人寿保险山东分公司互联网营销策略研究

发布时间：2018-02-23 01:46

本文关键词： 保险公司互联网营销营销策略　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：一直以来,保险营销业务的开展依赖于其强大的线下营销模式。随着互联网技术的快速发展,传统的线下营销模式已不能满足消费者日益增长的需求,而互联网营销在其产品、渠道和技术上具有得天独厚的优势,这也为各大险企业务转型提供了新思路。同时,互联网行业与金融行业不断跨界融合,PC端和移动终端用户日益崛起,消费者的购买方式发生变化,消费决策更加理性,也更加追求消费体验,在这种新的市场环境驱动下,互联网营销必定成为重要的营销方式。保险行业应加快业务转型,应用保险互联网营销来满足保险消费者需求。同样,这也会深刻影响企业的市场营销竞争力及市场份额,所以大力发展保险互联网营销,是企业重要的战略决策。太平洋人寿山东分公司作为山东市场三大险企之一,一直以来把"稳健经营、科学发展"作为公司战略布局的重要原则。互联网营销是公司基于新形势下,业务转型发展的重要突破点。然而,相对于车险业务与互联网平台的快速融合,以及电销网销一体化的高速发展,人身险开展互联网业务相对缓慢,由于受到寿险理念、购买方式以及理赔保障等不同问题的影响,难度也较大。太平洋人寿山东分公司立足于山东保险市场,以寿险产品为基础、以提供优质服务为保障、以强大的品牌实力为依托,开展互联网营销业务要以客户需求为核心,才是最正确的选择。所以,如何有效利用互联网的优势,充分整合太平洋集团的内部资源,制定与自身发展相匹配的互联网营销策略,并巩固自身的市场地位,成为公司发展的关键。本文通过互联网营销理论研究,运用文献分析法、比较分析法、个案分析法、PEST分析法等多种方法对太平洋人寿山东分公司互联网营销进行了全面的分析。首先,对公司开展互联网营销的内外部环境进行分析。通过PEST分析法分析了开展互联网营销的外部宏观环境,接着从公司基本情况、互联网营销现状、互联网营销面临的问题进行了内部环境分析,再利用SWOT分析法对比了开展互联网营销的机会与威胁,为互联网营销策略的制定做好了全面的分析工作。其次,从公司业务实际出发,以客户需求为核心,应用新型互联网营销理论,从聚焦用户需求策略、大数据应用策略、全渠道营销策略、交互动态宣传策略这几个方面共同制定出比较全面的互联网营销策略。然后,为了保障互联网营销策略的顺利实施,提出了相应的对策。最后,通过探讨落实符合公司实际的营销策略及保障实施对策,得出了应用互联网营销的可参考性结论,对未来太平洋人寿山东分公司和保险行业的发展具有借鉴意义。
[Abstract]:With the rapid development of Internet technology, the traditional offline marketing mode can not meet the growing needs of consumers, and Internet marketing in its products, The unique advantages of channels and technologies provide new ideas for the business transformation of major risk companies. At the same time, the cross-border convergence of the Internet industry with the financial industry is increasingly emerging for both PC and mobile end users. The consumer's purchase mode changes, the consumption decision is more rational, and the consumption experience is more pursued. Under this new market environment, Internet marketing must become an important marketing mode. The insurance industry should speed up the business transformation. The application of Internet insurance marketing to meet the needs of insurance consumers. Similarly, this will also profoundly affect the marketing competitiveness and market share of enterprises, so we should vigorously develop insurance Internet marketing. Pacific Life Shandong Branch, as one of the three biggest risk enterprises in Shandong market, has been operating steadily. Scientific development is an important principle of the company's strategic layout. Internet marketing is an important breakthrough point of the company's business transformation and development based on the new situation. However, compared with the rapid integration of the auto insurance business and the Internet platform, As well as the rapid development of the integration of electric, marketing, network and marketing, life insurance is relatively slow to carry out Internet business, because of the influence of different issues such as life insurance concept, purchase method and claim protection, etc. The Pacific Life Insurance Shandong Branch is based on the Shandong insurance market, takes life insurance products as its foundation, provides quality services as its guarantee, relies on its strong brand strength, and takes customer demand as the core to carry out its Internet marketing business. Therefore, how to effectively utilize the advantages of the Internet, fully integrate the internal resources of the Pacific Group, formulate Internet marketing strategies that match their own development, and consolidate their market position, This article through the Internet marketing theory research, uses the literature analysis method, the comparative analysis method, Case analysis, pest analysis and other methods have carried out a comprehensive analysis of Internet marketing in Pacific Life Shandong Branch. First of all, This paper analyzes the internal and external environment of Internet marketing in the company. Through PEST analysis, it analyzes the external macro environment of Internet marketing, and then from the basic situation of the company, the current situation of Internet marketing. The internal environment of Internet marketing is analyzed, and the opportunities and threats of Internet marketing are compared by using SWOT analysis method, which makes a comprehensive analysis for the formulation of Internet marketing strategy. Secondly, Starting from the actual business of the company, taking customer demand as the core, applying the new Internet marketing theory, focusing on user demand strategy, big data application strategy, all channel marketing strategy, These aspects of interactive dynamic propaganda strategy together work out a more comprehensive Internet marketing strategy. Then, in order to ensure the smooth implementation of Internet marketing strategy, the corresponding countermeasures are put forward. Based on the discussion of the marketing strategies and the countermeasures to ensure the implementation of the company, the paper draws the referential conclusion of the application of Internet marketing, which has reference significance for the future development of Pacific Life Insurance Shandong Branch and the insurance industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

【相似文献】