我国财产保险公司场景营销的案例研究

发布时间：2018-05-16 06:58

本文选题：场景营销 + 财险公司　；参考：《中南财经政法大学》2017年硕士论文

【摘要】：在当代社会,保险营销方式对于财产保险公司扩大业务规模和品牌影响力有重要意义。场景营销是企业根据消费者所处的具体情境和时间,通过与消费者即时互动实现营销目的的方式。互联网时代为场景营销的核心之一“连接”提供了实现的条件。场景营销的特点与我国财产保险产品相适应,所以如何把握消费者在不同具体场景中的需求,及时有效地实现需求的转化、产品和服务的推送对财险公司开拓市场、适应行业发展至关重要。国内外学者就场景营销的现状和必要性做出了阐述,但没有具体说明保险公司在场景营销中的作用及其适用范围,所以本文从保险公司的角度出发探讨互联网时代下场景营销中对各要素的配置情况和企业运营方式。众安保险和平安产险公司分别是新兴互联网公司和传统财险企业中的佼佼者,能够通过不断创新在场景营销中积极迅速地与客户建立联系。所以本文旨在以众安保险和平安产险为例,研究二者在场景营销中的主要做法和特色,为二者所代表的保险公司提供借鉴意义。同时,通过对这两家公司营销过程的比较分析,发现二者在营销要素投入和创新中各有特点,并且从营销结果的角度发现用户吸引、网站受欢迎程度等方面也存在差异,为解决现状研究中存在的问题提供了更具体的方向。本文内容主要分为四个部分。第一部分是理论分析,通过查询国内外文献,主要从消费者行为、公司品牌、营销要素组合等方面说明场景营销的营销目的及方式的合理性,并将场景营销与保险公司经营管理相匹配;第二部分是在理论分析的基础上从产品、渠道、价格、促销四个方面说明现有的场景营销开展方式,凸显与传统线下和网络营销的区别;第三、四部分是本文的重点,第三部分运用定性和定量相结合的方法开展案例研究,分别列举众安保险和平安产险场景营销的活动案例并总结二者的特色,并从营销要素组合理论出发进行定性比较分析,利用网络营销效果评估指标进行定量效果评估,通过比较分析差异及原因,为后文的政策建议提供支持;第四部分则是根据前文的研究结果,从财险公司的自身、营销渠道的选择、产品设计等各个方面提出政策建议。本文的创新之处主要是将场景营销置于互联网背景下进行研究,区别于传统的保险营销和普遍意义上的互联网保险营销,场景营销更注重平台、连接、体验,对财险公司的营销渠道、产品、定价提出了更高的要求。此外,对案例公司场景营销活动效果的定量评估方法是从网络营销的角度进行评估,能够更直观地看到两公司在相同时间区间内开展活动后在PC端和移动端的流量、网站吸引度方面的成效。
[Abstract]:In contemporary society, insurance marketing is of great significance for property insurance companies to expand their business scale and brand influence. Scene marketing is a way for enterprises to achieve marketing objectives through instant interaction with consumers according to the specific situation and time of consumers. The internet age provides the condition for the realization of one of the core of scene marketing. The characteristics of scene marketing adapt to the property insurance products of our country, so how to grasp the needs of consumers in different specific scenarios, realize the transformation of demand in time and effectively, push the products and services to open up the market for property insurance companies, It is important to adapt to the development of industry. Scholars at home and abroad have expounded the present situation and necessity of scene marketing, but they have not specified the role of insurance companies in scene marketing and their scope of application. Therefore, this paper discusses the allocation of the elements in the scene marketing in the Internet era from the perspective of the insurance company and the operation mode of the enterprise. Chung an Insurance Company and Ping an property Insurance Company are the leaders of new Internet companies and traditional property insurance companies respectively. They can actively and quickly establish contact with customers through continuous innovation in scene marketing. So this paper aims to study the main methods and characteristics of both insurance and Ping an property insurance in scene marketing, and provide reference for the insurance companies represented by them. At the same time, through the comparative analysis of the marketing process of the two companies, it is found that the two companies have their own characteristics in the investment and innovation of marketing elements, and from the point of view of marketing results, there are differences in user attraction and the popularity of websites. It provides a more specific direction for solving the problems existing in the current research. This paper is divided into four parts. The first part is the theoretical analysis, mainly from consumer behavior, company brand, marketing elements combination and other aspects to explain the rationality of the marketing purposes and methods of scene marketing. And the scene marketing and insurance company management matching; the second part is based on theoretical analysis from the product, channel, price, promotion four aspects of the existing scenario marketing development, Highlight the differences with traditional offline and online marketing; third, four parts are the focus of this paper, the third part of the use of qualitative and quantitative methods to carry out case studies, This paper enumerates the activity cases of the scene marketing of Zhongan Insurance and Ping an property Insurance respectively and summarizes their characteristics, and carries on the qualitative comparison analysis from the marketing essential factor combination theory, carries on the quantitative effect evaluation by using the network marketing effect appraisal index. Through comparative analysis of differences and reasons for the following policy recommendations to provide support; the fourth part is based on the previous research results from the property insurance company itself marketing channel selection product design and other aspects of the policy recommendations. The innovation of this paper is to put the scene marketing under the background of the Internet, which is different from the traditional insurance marketing and the Internet insurance marketing in the general sense. The scene marketing pays more attention to the platform, the connection, the experience, The property insurance company's marketing channels, products, pricing put forward higher requirements. In addition, the quantitative evaluation method of case company scene marketing activity is to evaluate the effect from the perspective of network marketing, which can more intuitively see the flow of the two companies in the PC end and the mobile end after carrying out activities within the same time range. The effectiveness of the website in terms of attractiveness.
【学位授予单位】：中南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.65

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