平安健康险公司网销产品的营销策略研究

发布时间：2018-05-31 02:07

本文选题：保险 + 互联网　；参考：《华东理工大学》2017年硕士论文

【摘要】：随着时代的发展,互联网日渐成为各大保险公司营销的主战场,各保险公司也争相向数以亿计的网民推出各种具体的营销方式。与传统保险营销模式相比,通过互联网进行营销,有降低运营成本、拓展业务时间及空间、利于产品创新及服务提升等优点。相比世界发达国家,我国互联网保险正式开始的时间要迟得多,目前,相关平台只能提供基本的投保、核保、理赔和支付功能,剩余的很多环节仍实现不了在线完成,同时,保险产品也较为单一。保险网络营销和网络没有完全接轨,尤其是移动互联和数据分析的应用水平与世界发达国家之间的差距较大。本文首先探讨了保险产品在互联网时代下的模式及主要特点,结合国内保险产品在互联网时代下营销的发展历程及现状,为平安健康险公司网销产品营销策略提出可行性建议。通过总结当今一些具有代表性的保险公司在互联网营销过程中具备的优势及创新点,指出现阶段平安健康险公司营销策略存在的问题,并提出解决建议,论述要通过改善法律环境、加强网络安全建设、提升产品设计能力、加快人才培养等方面来促进和完善平安健康险公司网销产品的营销策略。
[Abstract]:With the development of the times, the Internet has become the main battlefield of the marketing of the major insurance companies, and the insurance companies are competing to introduce various specific marketing methods to hundreds of millions of Internet users. Compared with the traditional insurance marketing mode, marketing through the Internet has the advantages of reducing operating costs, expanding business time and space, and facilitating product innovation and service upgrading. Compared with the developed countries in the world, the official start of Internet insurance in China is much later. At present, the relevant platforms can only provide basic insurance, claim settlement and payment functions. Many of the remaining links are still unable to be completed online, and at the same time, Insurance products are also relatively single. Insurance network marketing and network are not fully connected, especially mobile interconnection and data analysis between the application level and the gap between the developed countries. This paper first discusses the mode and main characteristics of insurance products in the Internet era, combining with the development process and current situation of domestic insurance products marketing under the Internet era, and puts forward some feasible suggestions for Ping an Health Insurance Company's marketing strategy of online marketing products. By summing up the advantages and innovations of some representative insurance companies in the process of Internet marketing, this paper points out the problems existing in the marketing strategy of Ping an Health Insurance Company at present, and puts forward some suggestions to solve them. This paper discusses how to improve the legal environment, strengthen the construction of network security, enhance the ability of product design, and speed up the training of talents to promote and perfect the marketing strategy of Ping an Health Insurance Company's products sold online.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.6;F724.6

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