基于TBCI的互联网保险超市品牌建设研究

发布时间：2018-03-07 01:05

本文选题：互联网保险　切入点：互联网保险超市　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网技术的发展渗透着各行各业,随之潜生出各式各样的风险管理需求,不断地深入保险领域。传统的保险行业正借助互联网发力,开创新的经营模式。由于互联网购物相比传统保险营销的交易费用更低,更具便捷性和隐私性,人们更愿意选择通过互联网渠道购买保险产品和服务。互联网保险超市是互联网保险经营模式中的一种,是由新型的保险中介所提供的集合各种保险产品的一站式服务平台,它将与其关联的所有保险公司的产品放在同一个网站平台里进行销售,从中收取佣金或手续费作为盈利。在众多互联网保险超市平台中,消费者会从购买备选集中选择何种品牌,怎样保证某个互联网保险超市品牌能在激烈的竞争中取胜?这些问题引发了本文作者的思考。本文创新性地从品牌信用度视角对两个互联网保险超市品牌进行了品牌经济学分析,并提出了互联网保险超市如何进行品牌建设的建议。首先,本文对研究背景和意义、研究方法、创新点和不足进行了简单的介绍。在研究背景和意义中提出了本文研究的问题:互联网保险超市如何建设品牌。在研究方法中简要说明了本文主要的研究方法包括定性分析法、相对赋值法和案例分析法,并介绍了品牌信用模型以及其所包含的十个指标。之后,在文献综述部分对国内外关于互联网的研究和关于品牌建设研究进行了梳理概括。然后,通过关于互联网的问卷调查,探究对互联网保险的认可度和互联网保险超市的市场前景。接下来,又分别基于交易费用理论、从企业经营角度和消费者购买行为决策过程分析了互联网保险相比于线下传统模式存在的优势。之后,运用品牌信用模型对"慧择保险网"和"向日葵保险网"进行详细分析和评级,并分别计算出品牌溢价率,比较得分差异,找出存在差异的原因。最后,结合前文分析,针对互联网保险超市不存在和存在自有保险产品阶段的品牌建设提出建议。
[Abstract]:The development of Internet technology permeates all kinds of industries, and with it comes a variety of risk management demands, which are constantly deepening into the insurance field. The traditional insurance industry is making great efforts with the help of the Internet. Create a new business model. Because Internet shopping is cheaper, more convenient and more private than traditional insurance marketing, People prefer to buy insurance products and services through Internet channels. Internet insurance supermarkets are one of the business models of Internet insurance, which is a one-stop service platform provided by new insurance intermediaries to collect all kinds of insurance products. It makes a profit by selling the products of all its associated insurance companies on the same website platform, taking commissions or fees from them. What brands will consumers choose from the purchase options, and how to ensure that a certain Internet insurance supermarket brand can win in the fierce competition? These questions lead to the author's thinking. This paper innovatively analyzes the brand economics of two internet insurance supermarket brands from the perspective of brand credit. And put forward some suggestions on how to build the brand of internet insurance supermarket. First of all, the research background and significance of this paper, research methods, In the background and significance of the research, the paper puts forward the question of how to build the brand of the internet insurance supermarket. In the research method, it briefly explains the main research methods of this paper, including qualitative analysis method. The relative assignment method and case analysis method, and introduces the brand credit model and its ten indicators. Then, in the literature review part, the domestic and foreign research on the Internet and the brand building research are summarized. Through the questionnaire survey on the Internet, this paper explores the recognition of Internet insurance and the market prospects of Internet insurance supermarkets. Then, based on the transaction cost theory, This paper analyzes the advantages of Internet insurance compared with the traditional offline mode from the perspective of enterprise management and the decision-making process of consumers' purchase behavior. The brand credit model is used to analyze and rank Huizi Insurance Network and Sunflower Insurance net in detail, and calculate the premium rate of brand, compare the score difference, find out the reasons for the difference. This paper puts forward some suggestions on the brand construction of internet insurance supermarket in the stage of non-existence and existence of its own insurance products.
【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】：F724.6;F842

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