平安车险网络营销对策研究

发布时间：2018-06-22 12:02

本文选题：平安车险 + 网络营销　；参考：《兰州大学》2017年硕士论文

【摘要】：在我国,财产保险销售中保费规模占比最大的车辆保险的销售过去一直是以传统面对面的渠道销售为主,主要分为个人保险代理人、4S店的车商渠道、公司的团体保险直销渠道以及经纪公司销售渠道四个渠道为主,目前伴随着全球互联网信息化的发展,随着互联网的网络销售、电子商务平台的出现,使得消费者获取信息的方式变得发生了翻天覆地的变化,信息获取变得更加高效,快捷,伴随着这种变化,使得我们每个人的消费购物方式也发生了巨大的变化,在过去五至八年,汽车保险的电话销售凭借该渠道的科技手段,以其高效率低成本的优势被广大消费者接受,目前我们看到,网络技术和移动设备也在最近几年展开了突飞猛进的发展,伴随这种发展趋势,未来网络销售渠道将势必成为各家保险公司非常重要的销售渠道。本文首先介绍了保险网络营销的相关理论基础,了解了网络营销的定义以及相关理论,主要分析了保险网络营销的特点及优势,使我们了解为什么要发展保险的网络营销;其次主要介绍平安车险的网络营销现状,分析平安车险公司车险业务的网络营销现状,主要了解平安车险网络营销发展历程,以及现阶段平安车险网络营销发展的操作模式,主要从四个方面产品、价格、渠道、服务制定具体的网络营销策略;然后提出了平安车险网络营销发展中存在的问题,主要从三个方面来进行分析,一是目前网络营销产品的特点,另外是保险网络销售和传统销售产生的矛盾,第三是网络保险的风险及如何规避;第四是介绍了平安车险发展网络营销过程当中的一些针对性对策与措施,建议转变营销理念,并逐步加大对于营销的创新力度,以及为何在网络营销渠道要采用扁平化管理做分析,分析了网络营销中为何要重视客户关系管理,以及在发展网络销售中采用O2O的发展模式;最后论文分析了平安车险网络营销发展的方向,得出了发展网络营销是保险行业发展的大趋势,在这个趋势中需要选择适合的发展模式和销售策略,使得该模式长久发展,为公司产险业务发展带来新的利润增长空间。
[Abstract]:In our country, the sales of vehicle insurance, which accounts for the largest proportion of the scale of insurance fees in property insurance sales, used to be mainly sold through traditional face-to-face channels, mainly divided into individual insurance agents and car dealers' channels in 4S shops. The company's group insurance direct marketing channels and brokerage company sales channels are mainly four channels. At present, with the development of the global Internet informatization, with the Internet sales, e-commerce platforms appear. The way that consumers get information has changed dramatically. Information acquisition has become more efficient and faster. With this change, the way we consume and shop has also changed dramatically. In the past five to eight years, the telephone sales of automobile insurance have been accepted by the majority of consumers with the advantage of high efficiency and low cost through the means of science and technology of this channel. At present, we have seen that, With the rapid development of network technology and mobile devices in recent years, with this development trend, the network sales channel will become an important sales channel for insurance companies in the future. This paper first introduces the relevant theoretical basis of insurance network marketing, understand the definition of network marketing and related theories, mainly analyzes the characteristics and advantages of insurance network marketing, so that we can understand why to develop insurance network marketing; Secondly, it mainly introduces the network marketing status of ping an auto insurance, analyzes the network marketing status of ping an auto insurance company, mainly understands the development course of ping an auto insurance network marketing, and the operation mode of ping an auto insurance network marketing development at this stage Mainly from four aspects of products, prices, channels, services to formulate specific network marketing strategy; then put forward the ping an auto insurance network marketing problems in the development, mainly from three aspects to analyze, One is the characteristics of the current network marketing products, the other is the contradiction between the insurance network sales and the traditional sales, and the third is the risk of network insurance and how to avoid it; The fourth is to introduce some targeted countermeasures and measures in the development of Ping an auto insurance network marketing process, and suggest to change the marketing concept, and gradually increase the intensity of innovation for marketing. And why to use flat management in the network marketing channel to do analysis, analyze why to attach importance to customer relationship management in the network marketing, and use the development mode of O2O in the development of network sales; Finally, the paper analyzes the direction of the development of Ping an auto insurance network marketing, and draws the conclusion that the development of network marketing is the major trend of insurance industry development. In this trend, it is necessary to choose the appropriate development model and sales strategy to make the model develop for a long time. For the company property insurance business development to bring new profit growth space.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F842.6

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