HZ保险公司互联网营销策略研究

发布时间：2018-03-28 10:13

本文选题：HZ保险公司　切入点：互联网营销　出处：《郑州大学》2017年硕士论文

【摘要】：在我国庞大的人口基数下,保险行业整体规模的绝对数较大,而与之不对应的是,我国人均保费收入和保单数量远远低于发达国家,其主要原因是“两个不匹配”,即保险渗透率与人们日益提高的生活水平不匹配和保险市场机制创新速度与自身发展速度不匹配。而互联网保险的出现,特别是移动互联网的快速发展和商业化应用,为同时解决“两个不匹配”提供了有效方式,因此,互联网营销将是传统保险公司在激烈的展业竞争中取胜的关键手段。本文的研究对象是HZ保险公司,它是一家成立于2005年的全国性股份制保险公司,2015年的保险业务收入为123.38亿元。HZ保险公司规模较小、但公司一直秉承先进的企业价值理念,积极参加各种公益活动,在行业内外赢得了赞誉。HZ保险公司在互联网营销方面起步较晚,目前只是利用其它网络平台(如天猫等)设立店面,还没有建立独立的公司互联网营销平台,在互联网保险发展上仍存在很大空间,因此本文对HZ保险公司互联网营销策略的研究意义重大。本文从分析HZ保险公司相关的基础资料和经营数据入手,在界定互联网保险营销概念的基础上,进一步运用同业对比和SWOT理论来分析HZ保险公司互联网营销现状及主要问题,问题主要包括公司品牌影响力不足、产品种类少以及互联网技术支持等,基于存在的实际问题,以及两个理论基础——STP理论和4D理论,提出HZ保险公司开展互联网营销的策略建议,为该公司未来开展互联网营销提供理论支持和方案参考,科学布局互联网保险市场。本文将“互联网+”与传统保险结合起来,同时运用互联网营销中比较新的4D理论为主要的营销策略建议的理论来源。在研究HZ保险公司的同时,顺应大数据时代的发展趋势,为其未来的营销策略提供了方向,本文成果对同类型公司开展互联网营销也有一定的借鉴价值。
[Abstract]:In China's huge population base, the overall size of the insurance industry of the absolute number is large, and is not, China's per capita income and the number of insurance premium is far lower than developed countries, the main reason is the "two matches", namely insurance permeability and increasing living standard, and insurance the market mechanism innovation speed and the speed of its development does not match. But the Internet insurance, especially the rapid development and commercialization of mobile Internet applications, to solve the "two matches" provides an effective way, therefore, Internet marketing will be the key to the traditional means of insurance companies to win in the fierce competition in the exhibition industry. The object of this study is the HZ insurance company, it was founded in 2005 is a national joint-stock insurance company, in 2015 the insurance business income is 12 billion 338 million yuan.HZ insurance company scale is small, but The company has been adhering to the advanced enterprise value concept, actively participating in various charitable activities, won the praise of the.HZ insurance company in the Internet marketing started late in both inside and outside the industry, at present only by other Internet platforms (such as Tmall) set up shop, has not established the company's Internet marketing platform independent, there is still great space in the development of insurance on the Internet therefore, the significance of the study of HZ insurance company Internet marketing strategy. Based on the analysis of the HZ insurance company related basic data and operating data of the Internet, based on defining the concept of insurance marketing, further to analyze the Internet marketing status of HZ insurance company and the main problems by using SWOT theory and comparison of the industry, mainly including the company brand lack of influence, fewer products and Internet technical support, based on the actual problems, as well as two The theoretical basis of STP theory and 4D theory, it puts forward some suggestions of HZ insurance company to carry out Internet marketing, to provide theoretical support and reference for the future development of the company for Internet marketing, scientific layout of the Internet insurance market. This paper will "Internet plus" combined with traditional insurance, at the same time using the theory source of 4D theory of new Internet marketing as the main marketing strategy. In the research of HZ insurance company at the same time, conform to the development trend of the era of big data, provide a direction for the future marketing strategy, this paper has some reference value for the same type of Companies to carry out Internet marketing.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274;F724.6

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