基于4C理论的B2C电子保险模式发展分析

发布时间：2019-01-19 18:36

【摘要】：近几年随着人们生活水平的不断提高,人们对保险的需求也日渐紧迫,同时随着网络技术的日益发展,电子商务作为一种新的商务模式在我国各行各业广泛应用并起着重要作用。保险业由于其自身的经营特征,即保险产品只有信息流和资金流而没有物流部分,使其成为非常适于运用电子商务的行业之一。笔者通过对我国保险企业网站内容和运作方式进行分析,发现国内保险电子商务一直沿用的是以产品为导向的4P营销思路,仍然属于“推动式”营销,并没有在营销过程中以消费者为中心进行产品设计和个性化营销,网络营销的优势没有得到充分挖掘,因此本文的重点是以4C营销理论为出发点,以B2C保险电子商务为研究对象对我国保险电子商务现状进行分析,首先论述了电子商务的定义、发展、分类及B2C电子商务的概念特点等；其次通过对保险现有客户和潜在客户进行问卷调查,并且通过excel和spss统计软件进行因子分析,提取出对保险电子商务产生影响的因素,并对提出的相关假设进行实证检验；最后,基于调查问卷分析结果,论述了如何以4C营销理论指导B2C电子商务营销活动。不仅可以作为理论研究,也可以为保险企业在开展电子商务时提供思路和方法。
[Abstract]:In recent years, with the continuous improvement of people's living standards, people's demand for insurance is becoming increasingly urgent, and with the development of network technology, E-commerce, as a new business model, is widely used and plays an important role in various industries in China. The insurance industry has become one of the industries suitable for the use of electronic commerce because of its own operating characteristics, that is, the insurance products have only information flow and capital flow but no logistics part. Through the analysis of the content and operation mode of the insurance enterprise website in China, the author finds that the domestic insurance electronic commerce has been using the 4P marketing thinking which is guided by the product, and still belongs to the "push" marketing. There is no consumer-centered product design and personalized marketing in the process of marketing, and the advantages of network marketing are not fully exploited, so the focus of this paper is to take 4C marketing theory as the starting point. Taking B2C insurance electronic commerce as the research object, this paper analyzes the status quo of insurance electronic commerce in China. Firstly, it discusses the definition, development, classification and concept characteristics of B2C electronic commerce. Secondly, through the questionnaire survey to the existing and potential customers of insurance, and through the factor analysis of excel and spss statistical software, the factors that affect the insurance electronic commerce are extracted, and the relevant hypotheses are tested empirically. Finally, based on the results of questionnaire analysis, this paper discusses how to guide B2C e-commerce marketing activities with 4 C marketing theory. Not only can it be used as a theoretical research, but also it can provide ideas and methods for insurance enterprises to carry out e-commerce.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F842

【参考文献】