本文關(guān)鍵詞： 保險(xiǎn)公司 互聯(lián)網(wǎng)營(yíng)銷(xiāo) 營(yíng)銷(xiāo)策略　出處：《山東大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：一直以來(lái),保險(xiǎn)營(yíng)銷(xiāo)業(yè)務(wù)的開(kāi)展依賴(lài)于其強(qiáng)大的線(xiàn)下?tīng)I(yíng)銷(xiāo)模式。隨著互聯(lián)網(wǎng)技術(shù)的快速發(fā)展,傳統(tǒng)的線(xiàn)下?tīng)I(yíng)銷(xiāo)模式已不能滿(mǎn)足消費(fèi)者日益增長(zhǎng)的需求,而互聯(lián)網(wǎng)營(yíng)銷(xiāo)在其產(chǎn)品、渠道和技術(shù)上具有得天獨(dú)厚的優(yōu)勢(shì),這也為各大險(xiǎn)企業(yè)務(wù)轉(zhuǎn)型提供了新思路。同時(shí),互聯(lián)網(wǎng)行業(yè)與金融行業(yè)不斷跨界融合,PC端和移動(dòng)終端用戶(hù)日益崛起,消費(fèi)者的購(gòu)買(mǎi)方式發(fā)生變化,消費(fèi)決策更加理性,也更加追求消費(fèi)體驗(yàn),在這種新的市場(chǎng)環(huán)境驅(qū)動(dòng)下,互聯(lián)網(wǎng)營(yíng)銷(xiāo)必定成為重要的營(yíng)銷(xiāo)方式。保險(xiǎn)行業(yè)應(yīng)加快業(yè)務(wù)轉(zhuǎn)型,應(yīng)用保險(xiǎn)互聯(lián)網(wǎng)營(yíng)銷(xiāo)來(lái)滿(mǎn)足保險(xiǎn)消費(fèi)者需求。同樣,這也會(huì)深刻影響企業(yè)的市場(chǎng)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力及市場(chǎng)份額,所以大力發(fā)展保險(xiǎn)互聯(lián)網(wǎng)營(yíng)銷(xiāo),是企業(yè)重要的戰(zhàn)略決策。太平洋人壽山東分公司作為山東市場(chǎng)三大險(xiǎn)企之一,一直以來(lái)把"穩(wěn)健經(jīng)營(yíng)、科學(xué)發(fā)展"作為公司戰(zhàn)略布局的重要原則�；ヂ�(lián)網(wǎng)營(yíng)銷(xiāo)是公司基于新形勢(shì)下,業(yè)務(wù)轉(zhuǎn)型發(fā)展的重要突破點(diǎn)。然而,相對(duì)于車(chē)險(xiǎn)業(yè)務(wù)與互聯(lián)網(wǎng)平臺(tái)的快速融合,以及電銷(xiāo)網(wǎng)銷(xiāo)一體化的高速發(fā)展,人身險(xiǎn)開(kāi)展互聯(lián)網(wǎng)業(yè)務(wù)相對(duì)緩慢,由于受到壽險(xiǎn)理念、購(gòu)買(mǎi)方式以及理賠保障等不同問(wèn)題的影響,難度也較大。太平洋人壽山東分公司立足于山東保險(xiǎn)市場(chǎng),以壽險(xiǎn)產(chǎn)品為基礎(chǔ)、以提供優(yōu)質(zhì)服務(wù)為保障、以強(qiáng)大的品牌實(shí)力為依托,開(kāi)展互聯(lián)網(wǎng)營(yíng)銷(xiāo)業(yè)務(wù)要以客戶(hù)需求為核心,才是最正確的選擇。所以,如何有效利用互聯(lián)網(wǎng)的優(yōu)勢(shì),充分整合太平洋集團(tuán)的內(nèi)部資源,制定與自身發(fā)展相匹配的互聯(lián)網(wǎng)營(yíng)銷(xiāo)策略,并鞏固自身的市場(chǎng)地位,成為公司發(fā)展的關(guān)鍵。本文通過(guò)互聯(lián)網(wǎng)營(yíng)銷(xiāo)理論研究,運(yùn)用文獻(xiàn)分析法、比較分析法、個(gè)案分析法、PEST分析法等多種方法對(duì)太平洋人壽山東分公司互聯(lián)網(wǎng)營(yíng)銷(xiāo)進(jìn)行了全面的分析。首先,對(duì)公司開(kāi)展互聯(lián)網(wǎng)營(yíng)銷(xiāo)的內(nèi)外部環(huán)境進(jìn)行分析。通過(guò)PEST分析法分析了開(kāi)展互聯(lián)網(wǎng)營(yíng)銷(xiāo)的外部宏觀環(huán)境,接著從公司基本情況、互聯(lián)網(wǎng)營(yíng)銷(xiāo)現(xiàn)狀、互聯(lián)網(wǎng)營(yíng)銷(xiāo)面臨的問(wèn)題進(jìn)行了內(nèi)部環(huán)境分析,再利用SWOT分析法對(duì)比了開(kāi)展互聯(lián)網(wǎng)營(yíng)銷(xiāo)的機(jī)會(huì)與威脅,為互聯(lián)網(wǎng)營(yíng)銷(xiāo)策略的制定做好了全面的分析工作。其次,從公司業(yè)務(wù)實(shí)際出發(fā),以客戶(hù)需求為核心,應(yīng)用新型互聯(lián)網(wǎng)營(yíng)銷(xiāo)理論,從聚焦用戶(hù)需求策略、大數(shù)據(jù)應(yīng)用策略、全渠道營(yíng)銷(xiāo)策略、交互動(dòng)態(tài)宣傳策略這幾個(gè)方面共同制定出比較全面的互聯(lián)網(wǎng)營(yíng)銷(xiāo)策略。然后,為了保障互聯(lián)網(wǎng)營(yíng)銷(xiāo)策略的順利實(shí)施,提出了相應(yīng)的對(duì)策。最后,通過(guò)探討落實(shí)符合公司實(shí)際的營(yíng)銷(xiāo)策略及保障實(shí)施對(duì)策,得出了應(yīng)用互聯(lián)網(wǎng)營(yíng)銷(xiāo)的可參考性結(jié)論,對(duì)未來(lái)太平洋人壽山東分公司和保險(xiǎn)行業(yè)的發(fā)展具有借鑒意義。
[Abstract]:With the rapid development of Internet technology, the traditional offline marketing mode can not meet the growing needs of consumers, and Internet marketing in its products, The unique advantages of channels and technologies provide new ideas for the business transformation of major risk companies. At the same time, the cross-border convergence of the Internet industry with the financial industry is increasingly emerging for both PC and mobile end users. The consumer's purchase mode changes, the consumption decision is more rational, and the consumption experience is more pursued. Under this new market environment, Internet marketing must become an important marketing mode. The insurance industry should speed up the business transformation. The application of Internet insurance marketing to meet the needs of insurance consumers. Similarly, this will also profoundly affect the marketing competitiveness and market share of enterprises, so we should vigorously develop insurance Internet marketing. Pacific Life Shandong Branch, as one of the three biggest risk enterprises in Shandong market, has been operating steadily. Scientific development is an important principle of the company's strategic layout. Internet marketing is an important breakthrough point of the company's business transformation and development based on the new situation. However, compared with the rapid integration of the auto insurance business and the Internet platform, As well as the rapid development of the integration of electric, marketing, network and marketing, life insurance is relatively slow to carry out Internet business, because of the influence of different issues such as life insurance concept, purchase method and claim protection, etc. The Pacific Life Insurance Shandong Branch is based on the Shandong insurance market, takes life insurance products as its foundation, provides quality services as its guarantee, relies on its strong brand strength, and takes customer demand as the core to carry out its Internet marketing business. Therefore, how to effectively utilize the advantages of the Internet, fully integrate the internal resources of the Pacific Group, formulate Internet marketing strategies that match their own development, and consolidate their market position, This article through the Internet marketing theory research, uses the literature analysis method, the comparative analysis method, Case analysis, pest analysis and other methods have carried out a comprehensive analysis of Internet marketing in Pacific Life Shandong Branch. First of all, This paper analyzes the internal and external environment of Internet marketing in the company. Through PEST analysis, it analyzes the external macro environment of Internet marketing, and then from the basic situation of the company, the current situation of Internet marketing. The internal environment of Internet marketing is analyzed, and the opportunities and threats of Internet marketing are compared by using SWOT analysis method, which makes a comprehensive analysis for the formulation of Internet marketing strategy. Secondly, Starting from the actual business of the company, taking customer demand as the core, applying the new Internet marketing theory, focusing on user demand strategy, big data application strategy, all channel marketing strategy, These aspects of interactive dynamic propaganda strategy together work out a more comprehensive Internet marketing strategy. Then, in order to ensure the smooth implementation of Internet marketing strategy, the corresponding countermeasures are put forward. Based on the discussion of the marketing strategies and the countermeasures to ensure the implementation of the company, the paper draws the referential conclusion of the application of Internet marketing, which has reference significance for the future development of Pacific Life Insurance Shandong Branch and the insurance industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F842.3;F274

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