平安保险网络直销平台营销业务流程改进研究
发布时间：2019-04-20 11:40
【摘要】：互联网的飞速发展为保险业的腾飞带来了前所未有的契机,网络销售保险产品比传统营销渠道更有效率,而且互联网技术可以为保险公司提供更加全面的技术支持,推动保险公司经营管理的发展。根据某知名咨询公司统计结果显示,国内保险电子商务市场规模已经由2009年的2.8亿增长到2013年的83.2亿,短短4年间市场扩大了40倍。本文研究平安保险网络直销平台业务改进问题。平安保险公司自1988年起步以来,一直致力于营销模式的探索与革新。通过研究平安保险在营销模式的演变历程,从最初的代理人制度到现在互联网与线下的完美结合,平安保险在保费收入方面实现了质的飞跃,简要探讨了各个时代下的营销模式创新,平安保险从无到有发展成如今的金融巨头,对于现下小型保险公司的成长具有十分重要的借鉴意义。本文侧重于以目前保险业务量最大且成长最为迅速的平安车险为例分析平安网络保险营销模式,在已有客户基数的情况下,如何提高客户转化率是互联网保险制胜的关键。平安保险网络营销平台成立数年,却一直面临着低转化率、高成本的问题,我们将会通过一些活动来测试造成这些问题的原因,进而探究应对之策,同时经过长期的追踪,我们分析了这些改进措施的实施效果,对平安保险网络平台的改进意义重大。本研究成果有助于平安保险在互联网+时代背景下进一步拓展网络直销平台业务,提高互联网时代下企业的竞争力、服务质量与市场占有率,也对同行业的互联网营销平台的发展其借鉴作用。
[Abstract]:The rapid development of the Internet has brought unprecedented opportunities for the insurance industry to take off. Online sales of insurance products are more efficient than traditional marketing channels, and Internet technology can provide more comprehensive technical support for insurance companies. Promote the development of insurance company's operation and management. According to a well-known consulting firm, the size of the domestic insurance e-commerce market has grown from two hundred and seventy nine million nine hundred and ninety nine thousand nine hundred and ninety nine in 2009 to 8.32 billion in 2013, a 40-fold increase in just four years. This paper studies the business improvement of Ping an Insurance Network Direct selling platform. Ping an Insurance Company has been devoted to the exploration and innovation of marketing model since its inception in 1988. By studying the evolution of the marketing model of Ping an Insurance, from the initial agent system to the perfect combination of Internet and offline now, Ping an Insurance has achieved a qualitative leap in premium income. This paper briefly discusses the innovation of marketing mode in various times. The development of Ping an Insurance from nothing to the present financial giant has a very important reference significance for the growth of small insurance companies at present. This paper focuses on the analysis of Ping an network insurance marketing mode, which has the largest insurance business and the most rapid growth. In the case of the existing customer base, how to improve the customer conversion rate is the key to the success of Internet insurance. Ping an Insurance Network Marketing platform has been facing the problem of low conversion rate and high cost for several years. We will test the causes of these problems through a number of activities, and then explore the solutions to these problems, and at the same time, after a long period of follow-up, We analyze the implementation effect of these improvement measures, which is of great significance to the improvement of Ping an Insurance Network platform. The results of this study will help Ping an Insurance to further expand the network direct marketing platform business under the background of the Internet era, and improve the competitiveness, service quality and market share of enterprises in the Internet era. It is also a reference for the development of Internet marketing platform in the same industry.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F842.3;F274
本文编号：2461575
[Abstract]:The rapid development of the Internet has brought unprecedented opportunities for the insurance industry to take off. Online sales of insurance products are more efficient than traditional marketing channels, and Internet technology can provide more comprehensive technical support for insurance companies. Promote the development of insurance company's operation and management. According to a well-known consulting firm, the size of the domestic insurance e-commerce market has grown from two hundred and seventy nine million nine hundred and ninety nine thousand nine hundred and ninety nine in 2009 to 8.32 billion in 2013, a 40-fold increase in just four years. This paper studies the business improvement of Ping an Insurance Network Direct selling platform. Ping an Insurance Company has been devoted to the exploration and innovation of marketing model since its inception in 1988. By studying the evolution of the marketing model of Ping an Insurance, from the initial agent system to the perfect combination of Internet and offline now, Ping an Insurance has achieved a qualitative leap in premium income. This paper briefly discusses the innovation of marketing mode in various times. The development of Ping an Insurance from nothing to the present financial giant has a very important reference significance for the growth of small insurance companies at present. This paper focuses on the analysis of Ping an network insurance marketing mode, which has the largest insurance business and the most rapid growth. In the case of the existing customer base, how to improve the customer conversion rate is the key to the success of Internet insurance. Ping an Insurance Network Marketing platform has been facing the problem of low conversion rate and high cost for several years. We will test the causes of these problems through a number of activities, and then explore the solutions to these problems, and at the same time, after a long period of follow-up, We analyze the implementation effect of these improvement measures, which is of great significance to the improvement of Ping an Insurance Network platform. The results of this study will help Ping an Insurance to further expand the network direct marketing platform business under the background of the Internet era, and improve the competitiveness, service quality and market share of enterprises in the Internet era. It is also a reference for the development of Internet marketing platform in the same industry.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F842.3;F274
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