YG保险公司网络营销策略研究

发布时间：2018-03-29 19:25

本文选题：网络营销　切入点：YG保险公司　出处：《山东财经大学》2015年硕士论文

【摘要】：近年来伴随着互联网势不可挡的发展趋势,以及人们消费习惯、消费理念的转变,保险网络营销作为一种新型的保险营销的渠道越来越受到广大保险消费者的认可与推崇。由于保险公司在网络营销产品、营销技术等方面不断推陈出新,许多保险公司甚至已经把网络营销纳入到公司未来战略发展规划中,保险网络营销模式将替代传统意义上的营销模式,逐渐成为保险行业保费持续快速增长、业务不断稳步提升的最重要的渠道。传统的保险营销渠道已经走过了迅速增长的时期,现已趋向稳定状态,未来各保险公司所开展的网络营销渠道的发展速度与发展能力,势必会在非常大的程度上决定各个保险公司的市场份额,保险网络营销的发展势必会使保险行业进行一次大的革命性的改变。由于保险网络营销的载体是互联网这一新兴产物,之前国内外在保险网络营销方面并无太多成功的经验可借鉴,需要各保险公司根据自身的发展实力去探索符合本公司发展的具体的网络营销模式。因此,对于保险公司而言,在发展网络营销的前进道路上,如何才能根据自身的实力,科学合理地制定出符合自身业务发展的、长远有效的策略和规划,是其亟需解决的发展难题。YG保险公司作为中国保险业知名的保险公司,作为中国保险行业中一颗璀璨的明星,如何有效利用和整合现有的保险市场资源,根据自身的发展状况,准确提出合适的保险网络营销策略,使自己在网络高速发展的新形势下,不断提高市场占有份额和提升市场中的地位,以获得长期有效的发展,已成为该保险公司当前发展过程中最急切需要找到解决方案的问题。本文在研究YG保险网络营销策略时,首先分析目前YG保险在网络营销这一营销模式发展上存在的问题,针对性地从营销理念和营销策略等多方面提出解决问题的对策,以保证网络营销策略的顺利落地,切实为YG保险的网络营销提供可行性的营销策略,以拓展该公司的网络营销业务,提升公司的网络营销能力,获得长足发展。本文在写作过程中,将论文主要分为六部分,第一部分是对论文研究背景与意义、国内外文献综述和研究思路与方法进行阐述,也就是国内开展保险网络营销的原因,以及如何才能使保险公司高效地开展网络营销业务;第二部分为论文的理论基础,对网络营销、保险网络营销的相关概念以及传统营销、网络营销的相关理论进行介绍,第三部分着重将国内外保险公司网络营销的发展现状进行了比较分析,为下一部分的深入研究做好铺垫;第四部分和第五部分YG保险公司网络营销的情况进行分析。此两部分为论文的核心部分,以YG保险为例来深入剖析其网络营销的组织架构、业务模式和工作流程等,并分析在发展过程中存在的问题,进而为YG保险公司网络营销实现又好又快发展制定相应的营销策略;第六部分为论文的结论以及研究展望部分。
[Abstract]:In recent years, with the development trend of the Internet and people's consumption habits a trend which cannot be halted, and change the consumption concept, insurance network marketing as a new type of insurance marketing channel is more and more by the majority of insurance consumers' recognition and esteem. Because the insurance company sales in the network marketing, marketing innovation technology, many insurance companies have even the network marketing into the company's future strategic development plan, insurance network marketing model will replace the traditional marketing mode, gradually become the insurance industry premium continued rapid growth, the most important channel of business has steadily. The traditional insurance marketing channel has gone through a period of rapid growth, has now stabilized state of development the speed of the network marketing channel in the future of the insurance companies to carry out the development, is bound to be in a very large extent Decide each insurance company's market share, the development of the insurance network marketing is bound to make the insurance industry a major revolutionary change. As the carrier of the insurance network marketing is a new product of the Internet before, at home and abroad insurance network marketing is not too much successful experience, to the insurance company according to the development of strength to explore its specific network marketing mode in accordance with the company's development. Therefore, the insurance companies in the development of network marketing on the road ahead, how can according to their own strength, scientific and reasonable to formulate their own business development, long-term effective strategy and planning, it is urgent to solve the problems of the development of.YG the insurance company as Chinese insurance industry well-known insurance companies, as Chinese insurance industry a bright star, how to effectively utilize and integrate existing. Insurance market resources, according to their own development, accurate insurance network marketing strategy is put forward appropriate, make oneself in the new situation of the rapid development of network, improve the market share and enhance the market position, in order to obtain a long-term effective development, has become in the process of an urgent need to find solutions to the problem of the development of the the insurance company. Based on the research of YG insurance network marketing strategy, analyzes the development of network marketing in the marketing mode of YG insurance problems, puts forward the countermeasures to solve the problems from the marketing idea and marketing strategy etc., to ensure that the network marketing strategy to provide a smooth landing, the feasibility of marketing YG insurance network marketing strategy, to expand the network marketing business of the company, enhance the network marketing ability of the company, to obtain the considerable development in the process of writing this paper, The thesis is mainly divided into six parts, the first part is the research background and significance, literature review and research ideas and methods are presented in this paper, which is why insurance network marketing in China, and how to make the insurance company to efficiently carry out network marketing business; the second part is the theoretical foundation of the thesis on the network marketing and related concepts of insurance network marketing and traditional marketing, network marketing theory is introduced in the paper, the third part focuses on the comparative analysis of the current development of domestic and foreign insurance companies network marketing, in order to pave the way for the next part of the study; the fourth part carries on the analysis and the fifth part of the YG insurance company network marketing this situation. The two part is the core part of the thesis, taking YG insurance as an example to analyze the network marketing organization structure, business model and work flow, and analysis The existing problems in the development process, and then formulate corresponding marketing strategies for YG insurance company's online marketing to achieve sound and rapid development. The sixth part is the conclusion and Prospect of the research.

【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F842.3

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