保险公司寿险产品互联网营销策略研究

发布时间：2018-04-04 01:40

本文选题：互联网产品　切入点：营销策略　出处：《上海交通大学》2014年硕士论文

【摘要】：本文主要研究在互联网普及并迅猛发展的社会环境下,中国寿险行业对此社会环境变化做出的应对及未来可能的发展方向。互联网的诞生和不断发展给市场带来了巨大变化。本文首先阐述互联网在中国的发展现状以及在此环境下网民行为模式的变化。互联网改变了现代人的日常生活,改变了消费者获得信息的方式,消费者需求的形态随之发生了变化,满足需求的方式也发生了变化。由于消费者行为模式的变化,市场中的企业也做出应对,本文的第二部分将从营销学的5C理论出发,从客户、公司、同业竞争者、合作者与宏观环境五个角度,分项研究互联网对其产生的影响和上述主体融入互联网时代的举措,并说明这些举措目前在市场上的作用。通过这些实例的演示,归纳互联网提供给市场的三大创新服务产品:技术工具、公共平台和沟通媒介,而这些产品已经服务于保险行业的客户、渠道和其自身。寿险行业以往的营销方式较为传统,基本依靠营销员营销的方式开展,产品和定价上的差异化较少。在互联网时代,是维持原有的销售模式还是创新,对中国寿险行业来说是一个重要的课题。本文的后半部分将通过分析传统寿险营销与当前的互联网寿险营销,寻找寿险业务开展的规律和限制,从而研究互联网保险当前的商业模式是否适应行业规则和解决了行业问题,并在最后对未来互联网保险的商业模式发展进行展望。互联网保险的市场价值在于其通过互联网提供的创新服务产品解决寿险营销开展中遇到的实际问题。归纳本文第四章的实例后,本文得到了互联网通过其创新服务产品,为寿险行业带来的拓展营销领域和改变消费者态度的作用。而在第五章中,通过对现有及未来的互联网创新服务产品与寿险营销相结合,基于拓展营销领域和改变消费者态度的目的,首先对第四章已经实施的营销策略进行优化扩充,同时改变调整第四章中未得到预期效果的营销策略,使之更符合行业需求,其次找到互联网创新服务产品与寿险营销的新结合点,包括当前尚未涉足的领域以及未来可采取的策略。由于互联网本身的高速发展和复杂变化,互联网寿险营销策略在未来必然还有新的发展可能,本文的框架模型可以随着互联网新创新服务产品子类的延展进行扩充,并运用到未来可能的策略研究中。
[Abstract]:This paper mainly studies the response and possible future development direction of the life insurance industry in China to the change of the social environment under the social environment of the popularization and rapid development of the Internet.The birth and continuous development of the Internet has brought great changes to the market.This paper first describes the development of the Internet in China and changes in the behavior of Internet users in this environment.The Internet has changed the daily life of modern people, changed the way consumers get information, the form of consumer demand has changed, and the way to meet the demand has also changed.Because of the change of the consumer behavior pattern, the enterprises in the market also make the response. The second part of this paper will proceed from the 5C theory of marketing, from customer, company, competitor, cooperator and macro environment five angles,A separate study of the impact of the Internet and the above subjects into the Internet era measures, and explain the current role of these measures in the market.Through the demonstration of these examples, three innovative service products provided by the Internet to the market are summarized: technology tools, public platforms and communication media, and these products have already served the customers, channels and themselves of the insurance industry.Life insurance industry in the past is more traditional marketing methods, basically rely on marketers to carry out marketing, product and pricing differentiation is less.In the Internet age, whether to maintain the original sales mode or to innovate is an important subject for China's life insurance industry.The second part of this paper will analyze the traditional life insurance marketing and the current Internet life insurance marketing to find the laws and limitations of life insurance business.This paper studies whether the current business model of Internet insurance adapts to the rules of the industry and solves the problems of the industry, and finally looks forward to the development of the business model of Internet insurance in the future.The market value of Internet insurance lies in its innovative service products provided by the Internet to solve the practical problems encountered in the development of life insurance marketing.After summarizing the examples of the fourth chapter of this paper, this paper obtains the function of the Internet to expand the marketing field and change the consumer attitude for the life insurance industry through its innovative service products.In the fifth chapter, by combining the existing and future Internet innovative service products with life insurance marketing, based on the purpose of expanding the marketing field and changing consumer attitude, the fourth chapter optimizes and expands the marketing strategy that has been implemented.At the same time, we should change the marketing strategy that has not got the expected effect in the fourth chapter to make it more in line with the needs of the industry. Secondly, we can find a new combination point between Internet innovative service products and life insurance marketing.These include areas that are currently unexplored and strategies that can be adopted in the future.Due to the rapid development and complex changes of the Internet itself, the marketing strategy of Internet life insurance will certainly have new development possibilities in the future. The framework model of this paper can be expanded with the extension of the new innovative service products of the Internet.It is applied to the possible strategy research in the future.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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