P保险公司互联网保险产品市场营销策略研究
发布时间：2019-05-29 19:45
【摘要】：近几年,互联网经济在我国发展迅速,网民数量急剧增加,网购环境逐渐成熟,为互联网保险发展带来了良好机遇。尤其自2012年开始,中国的互联网保险进入全面发展时期,各保险企业通过官方网站、保险超市、门户网站、离线商务平台、第三方电子商务平台等多种方式开展互联网保险业务,据艾瑞咨询公司预测,2016年中国保险电子商务保费规模将达到590.5亿元。P保险公司是我国保险市场中发展迅速,市场份额最大的非国有制保险公司,在互联网保险发展方面也走在行业前列,因此本文选取P保险公司互联网保险产品作为研究对象制定市场营销策略。 本文通过运用SWOT模型分析了P保险公司互联网保险产品开发所面临的优势、劣势、机遇、挑战；对陕西保险消费者进行问卷调查,并运用SPSS17.0对收集数据进行分析,查找人口因素、地理因素、心理因素、行为因素对消费者购买互联网保险产品产生的影响；运用STP理论对P保险公司互联网保险产品进行市场细分、确定目标市场并进行市场定位；结合相关文献与P保险公司实际情况制定出P保险公司互联网保险产品的市场营销策略。 由于目前市场上的互联网保险产品同质化非常严重,因此竞争异常激烈。为使P保险公司在市场中保持领先地位,本文将P保险公司互联网保险产品的目标市场设定为：在互联网保险市场消费群体最大的高学历、高收入的中年群体、一线与二线城市消费者群体、“新、奇、特”互联网保险产品消费者群体、优质老客户消费者群体；通过提升服务水平、提升产品附加值体现P保险公司互联网保险产品的差异化,并有针对性的设计出P保险公司互联网保险产品的营销策略,包括产品策略、定价策略、渠道策略、促销策略,促进P保险公司互联网保险产品满足市场需求并取得可观收益,助力P保险公司专业品牌的打造。
[Abstract]:In recent years, the Internet economy has developed rapidly in China, the number of Internet users has increased sharply, and the online shopping environment has gradually matured, which has brought good opportunities for the development of Internet insurance. Especially since 2012, China's Internet insurance has entered a period of all-round development. Insurance enterprises have adopted official websites, insurance supermarkets, portals, and offline business platforms. Third-party e-commerce platform and other ways to carry out Internet insurance business, according to the prediction of Eli Consulting Company, the scale of insurance e-commerce premiums in China will reach 59.05 billion yuan in 2016. P insurance company is a rapid development in China's insurance market. The non-state-owned insurance company with the largest market share is also in the forefront of the industry in the development of Internet insurance, so this paper selects the Internet insurance products of P insurance company as the research object to formulate marketing strategy. This paper analyzes the advantages, disadvantages, opportunities and challenges of Internet insurance product development in P insurance company by using SWOT model. This paper makes a questionnaire survey on Shaanxi insurance consumers, and uses SPSS17.0 to analyze the collected data to find out the influence of population factors, geographical factors, psychological factors and behavior factors on consumers' purchase of Internet insurance products. The market segmentation of Internet insurance products of P insurance company is carried out by using STP theory, and the target market is determined and the market positioning is carried out. Combined with the relevant literature and the actual situation of P insurance company, the marketing strategy of Internet insurance products of P insurance company is worked out. At present, the homogenization of Internet insurance products in the market is very serious, so the competition is extremely fierce. In order to make P insurance company maintain a leading position in the market, this paper sets the target market of P insurance company's Internet insurance products as: the largest middle-aged group with the highest education and high income in the Internet insurance market. First-line and second-tier city consumer group, "new, strange, special" Internet insurance product consumer group, high-quality old customer consumer group; By improving the service level, improving the added value of products reflects the differentiation of Internet insurance products of P insurance company, and designs the marketing strategy of Internet insurance products of P insurance company, including product strategy and pricing strategy. Channel strategy, promotion strategy, promote P insurance company Internet insurance products to meet the market demand and make considerable profits, help P insurance company professional brand building.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3
本文编号：2488174
[Abstract]:In recent years, the Internet economy has developed rapidly in China, the number of Internet users has increased sharply, and the online shopping environment has gradually matured, which has brought good opportunities for the development of Internet insurance. Especially since 2012, China's Internet insurance has entered a period of all-round development. Insurance enterprises have adopted official websites, insurance supermarkets, portals, and offline business platforms. Third-party e-commerce platform and other ways to carry out Internet insurance business, according to the prediction of Eli Consulting Company, the scale of insurance e-commerce premiums in China will reach 59.05 billion yuan in 2016. P insurance company is a rapid development in China's insurance market. The non-state-owned insurance company with the largest market share is also in the forefront of the industry in the development of Internet insurance, so this paper selects the Internet insurance products of P insurance company as the research object to formulate marketing strategy. This paper analyzes the advantages, disadvantages, opportunities and challenges of Internet insurance product development in P insurance company by using SWOT model. This paper makes a questionnaire survey on Shaanxi insurance consumers, and uses SPSS17.0 to analyze the collected data to find out the influence of population factors, geographical factors, psychological factors and behavior factors on consumers' purchase of Internet insurance products. The market segmentation of Internet insurance products of P insurance company is carried out by using STP theory, and the target market is determined and the market positioning is carried out. Combined with the relevant literature and the actual situation of P insurance company, the marketing strategy of Internet insurance products of P insurance company is worked out. At present, the homogenization of Internet insurance products in the market is very serious, so the competition is extremely fierce. In order to make P insurance company maintain a leading position in the market, this paper sets the target market of P insurance company's Internet insurance products as: the largest middle-aged group with the highest education and high income in the Internet insurance market. First-line and second-tier city consumer group, "new, strange, special" Internet insurance product consumer group, high-quality old customer consumer group; By improving the service level, improving the added value of products reflects the differentiation of Internet insurance products of P insurance company, and designs the marketing strategy of Internet insurance products of P insurance company, including product strategy and pricing strategy. Channel strategy, promotion strategy, promote P insurance company Internet insurance products to meet the market demand and make considerable profits, help P insurance company professional brand building.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3
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