互联网车险营销管理与影响因素研究

发布时间：2018-01-11 16:15

本文关键词：互联网车险营销管理与影响因素研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国市场经济的发展和人民群众整体生活水平的不断提升,我国汽车保有量逐年提升。而车险作为汽车使用者、所有者最为关心的问题之一,在当前网络普及率逐年攀升的大环境下,也同样发生了巨大的变化。财险公司开展互联网车险营销活动,不仅为传统销售方式所存在的一系列问题提供有效的弥补,同时也在客观上拓展了市场,为其综合市场竞争能力的提升提供了强有力的支持。从本质上来说,互联网车险是一种基于互联网平台的车险创新,是"互联网+"思维在传统车险领域的延伸。互联网车险可以凭借透明、信息传递成本低等特点,将车险的投保、查勘和理赔等所有环节全部互联网化,让互联网的技术全面运用于车险的各个环节,投保客户和保险公司之间的联系更加的紧密并且沟通更加的有效,保险公司回归他们对于更好的保险产品的开发设计、致力于保险理赔服务的优质化、让车主能真正按照自己的需求购买车险,甚至是定制车险的基本职能。本文研究中,首先对本文的研究背景、研究意义和研究内容等相关问题进行了较为全面的论述,然后对当前国内外互联网车险营销绩效相关理论进行了系统的梳理和总结,为后文研究奠定了理论基础。再然后以B财险公司的互联网车险营销为对象,开展了实证研究,并找寻了其营销中所客观存在的问题。随后还重点讨论了当前市场经济环境下,B公司互联网车险营销的主要内部影响因素。最后根据前文研究成果,结合所学专业内容给出了一系列具有较强针对性和可操作性的意见和建议。
[Abstract]:With the development of China's market economy and the continuous improvement of the people's overall living standards, the number of cars in our country has been increasing year by year. As a car user, the owner is most concerned about one of the problems. In the current network penetration rate rising year by year under the big environment, has also taken place the huge change. The property insurance company carries out the Internet automobile insurance marketing activity. It not only provides an effective remedy for a series of problems existing in the traditional sales mode, but also objectively expands the market and provides a strong support for the promotion of its comprehensive market competitiveness. Internet auto insurance is an innovation of automobile insurance based on Internet platform and an extension of "Internet" thinking in the field of traditional auto insurance. Internet auto insurance can be characterized by transparency and low cost of information transmission. The insurance of auto insurance, survey and settlement of all the links of the Internet, so that the Internet technology to fully apply to all aspects of auto insurance. The relationship between the insured customers and insurance companies is closer and more effective. The insurance companies return to their better insurance products development and design, committed to the quality of insurance claims services. So that car owners can really according to their needs to buy auto insurance, or even customized car insurance basic functions. In this study, first of all, the research background of this paper. Research significance and research content and other related issues are discussed in a more comprehensive way, and then the current domestic and international Internet vehicle insurance marketing performance related theories are systematically combed and summarized. It lays a theoretical foundation for the later research. Then taking B property insurance company's Internet vehicle insurance marketing as the object, the empirical research is carried out. And find out the objective problems in its marketing. Then it also focuses on discussing the main internal factors of Internet auto insurance marketing of company B under the current market economy environment. Finally, according to the previous research results. A series of suggestions and suggestions with strong pertinence and maneuverability are given.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F842.6;F274

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