S保险陕西分公司网络营销策略研究

发布时间：2018-03-06 18:11

本文选题：S保险　切入点：保险营销　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网的快速发展,保险行业为了满足市场及消费者的需求,各个企业都做了更深层次的企业经营形式变革,这种变革,就是企业开展网络营销。也就在这样激烈的市场竞争环境下,网络营销成为企业一种新的营销手段。近年来,在新的市场环境下,保险网络营销已经逐渐成为重要的营销渠道。在未来随着互联网的继续发展,保险网络营销必然成为最重要的营销方式,它必然影响企业在行业竞争中所占地位及市场份额,所以,大力发展保险网络营销,是实现企业战略决策的重要保障。本文通过研究营销理论、网络营销理论,通过比较分析法、个案分析法、PEST分析法、SWOT分析等方法对S保险陕西分公司网络营销进行整体全面的分析研究。首先分析了网络营销的内外部环境。根据PEST分析法分析了网络营销的外部环境,从公司简介、网络营销现状、取得的成绩、网络营销目前存在的问题及原因进行内部环境的研究分析,为下文网络营销策略的制定做好基础工作。其次从平台建设策略、产品策略、价格策略、营销渠道策略、宣传推广策略这几方面制定出适合公司保险网络营销发展的策略。第三分析了网络营销策略实施的风险、并提出网络营销策略实施的保障对策,最后本文得出保险行业实施网络营销可据参考性的结论。
[Abstract]:With the rapid development of the Internet, in order to meet the needs of the market and consumers, the insurance industry has made deeper changes in the business forms of enterprises. In such a fierce market competition environment, network marketing has become a new marketing means for enterprises. In recent years, in the new market environment, Insurance network marketing has gradually become an important marketing channel. With the continuous development of the Internet in the future, insurance network marketing must become the most important marketing method, which will inevitably affect the position and market share of enterprises in the industry competition. Therefore, the development of insurance network marketing is an important guarantee to realize the strategic decision of enterprises. This paper studies marketing theory, network marketing theory, through comparative analysis, Case analysis, pest analysis, SWOT analysis and other methods are used to analyze the network marketing of S Insurance Shaanxi Branch. Firstly, the internal and external environment of network marketing is analyzed. According to PEST analysis, the external environment of network marketing is analyzed. From the company brief introduction, the network marketing present situation, the achievement, the network marketing present existence question and the reason carries on the internal environment research and analysis, for the following network marketing strategy formulation good foundation work. Secondly, from the platform construction strategy, The product strategy, the price strategy, the marketing channel strategy, the propaganda promotion strategy these aspects formulate the suitable insurance network marketing development strategy. Third, analyzes the network marketing strategy implementation risk, Finally, the paper draws the conclusion that the insurance industry can refer to the implementation of network marketing.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F842.3

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