本文選題：互聯(lián)網(wǎng)保險(xiǎn)　切入點(diǎn)：互聯(lián)網(wǎng)保險(xiǎn)超市　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】：互聯(lián)網(wǎng)技術(shù)的發(fā)展?jié)B透著各行各業(yè),隨之潛生出各式各樣的風(fēng)險(xiǎn)管理需求,不斷地深入保險(xiǎn)領(lǐng)域。傳統(tǒng)的保險(xiǎn)行業(yè)正借助互聯(lián)網(wǎng)發(fā)力,開(kāi)創(chuàng)新的經(jīng)營(yíng)模式。由于互聯(lián)網(wǎng)購(gòu)物相比傳統(tǒng)保險(xiǎn)營(yíng)銷(xiāo)的交易費(fèi)用更低,更具便捷性和隱私性,人們更愿意選擇通過(guò)互聯(lián)網(wǎng)渠道購(gòu)買(mǎi)保險(xiǎn)產(chǎn)品和服務(wù)�；ヂ�(lián)網(wǎng)保險(xiǎn)超市是互聯(lián)網(wǎng)保險(xiǎn)經(jīng)營(yíng)模式中的一種,是由新型的保險(xiǎn)中介所提供的集合各種保險(xiǎn)產(chǎn)品的一站式服務(wù)平臺(tái),它將與其關(guān)聯(lián)的所有保險(xiǎn)公司的產(chǎn)品放在同一個(gè)網(wǎng)站平臺(tái)里進(jìn)行銷(xiāo)售,從中收取傭金或手續(xù)費(fèi)作為盈利。在眾多互聯(lián)網(wǎng)保險(xiǎn)超市平臺(tái)中,消費(fèi)者會(huì)從購(gòu)買(mǎi)備選集中選擇何種品牌,怎樣保證某個(gè)互聯(lián)網(wǎng)保險(xiǎn)超市品牌能在激烈的競(jìng)爭(zhēng)中取勝?這些問(wèn)題引發(fā)了本文作者的思考。本文創(chuàng)新性地從品牌信用度視角對(duì)兩個(gè)互聯(lián)網(wǎng)保險(xiǎn)超市品牌進(jìn)行了品牌經(jīng)濟(jì)學(xué)分析,并提出了互聯(lián)網(wǎng)保險(xiǎn)超市如何進(jìn)行品牌建設(shè)的建議。首先,本文對(duì)研究背景和意義、研究方法、創(chuàng)新點(diǎn)和不足進(jìn)行了簡(jiǎn)單的介紹。在研究背景和意義中提出了本文研究的問(wèn)題:互聯(lián)網(wǎng)保險(xiǎn)超市如何建設(shè)品牌。在研究方法中簡(jiǎn)要說(shuō)明了本文主要的研究方法包括定性分析法、相對(duì)賦值法和案例分析法,并介紹了品牌信用模型以及其所包含的十個(gè)指標(biāo)。之后,在文獻(xiàn)綜述部分對(duì)國(guó)內(nèi)外關(guān)于互聯(lián)網(wǎng)的研究和關(guān)于品牌建設(shè)研究進(jìn)行了梳理概括。然后,通過(guò)關(guān)于互聯(lián)網(wǎng)的問(wèn)卷調(diào)查,探究對(duì)互聯(lián)網(wǎng)保險(xiǎn)的認(rèn)可度和互聯(lián)網(wǎng)保險(xiǎn)超市的市場(chǎng)前景。接下來(lái),又分別基于交易費(fèi)用理論、從企業(yè)經(jīng)營(yíng)角度和消費(fèi)者購(gòu)買(mǎi)行為決策過(guò)程分析了互聯(lián)網(wǎng)保險(xiǎn)相比于線(xiàn)下傳統(tǒng)模式存在的優(yōu)勢(shì)。之后,運(yùn)用品牌信用模型對(duì)"慧擇保險(xiǎn)網(wǎng)"和"向日葵保險(xiǎn)網(wǎng)"進(jìn)行詳細(xì)分析和評(píng)級(jí),并分別計(jì)算出品牌溢價(jià)率,比較得分差異,找出存在差異的原因。最后,結(jié)合前文分析,針對(duì)互聯(lián)網(wǎng)保險(xiǎn)超市不存在和存在自有保險(xiǎn)產(chǎn)品階段的品牌建設(shè)提出建議。
[Abstract]:The development of Internet technology permeates all kinds of industries, and with it comes a variety of risk management demands, which are constantly deepening into the insurance field. The traditional insurance industry is making great efforts with the help of the Internet. Create a new business model. Because Internet shopping is cheaper, more convenient and more private than traditional insurance marketing, People prefer to buy insurance products and services through Internet channels. Internet insurance supermarkets are one of the business models of Internet insurance, which is a one-stop service platform provided by new insurance intermediaries to collect all kinds of insurance products. It makes a profit by selling the products of all its associated insurance companies on the same website platform, taking commissions or fees from them. What brands will consumers choose from the purchase options, and how to ensure that a certain Internet insurance supermarket brand can win in the fierce competition? These questions lead to the author's thinking. This paper innovatively analyzes the brand economics of two internet insurance supermarket brands from the perspective of brand credit. And put forward some suggestions on how to build the brand of internet insurance supermarket. First of all, the research background and significance of this paper, research methods, In the background and significance of the research, the paper puts forward the question of how to build the brand of the internet insurance supermarket. In the research method, it briefly explains the main research methods of this paper, including qualitative analysis method. The relative assignment method and case analysis method, and introduces the brand credit model and its ten indicators. Then, in the literature review part, the domestic and foreign research on the Internet and the brand building research are summarized. Through the questionnaire survey on the Internet, this paper explores the recognition of Internet insurance and the market prospects of Internet insurance supermarkets. Then, based on the transaction cost theory, This paper analyzes the advantages of Internet insurance compared with the traditional offline mode from the perspective of enterprise management and the decision-making process of consumers' purchase behavior. The brand credit model is used to analyze and rank Huizi Insurance Network and Sunflower Insurance net in detail, and calculate the premium rate of brand, compare the score difference, find out the reasons for the difference. This paper puts forward some suggestions on the brand construction of internet insurance supermarket in the stage of non-existence and existence of its own insurance products.
【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)】：F724.6;F842

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 陳洪清;慎建“保險(xiǎn)超市”[J];中國(guó)保險(xiǎn);2004年05期

2 司春杰;;保險(xiǎn)超市:讓人歡喜讓人憂(yōu)[J];浦東開(kāi)發(fā);2004年04期

3 戴懷洲;;建設(shè)“保險(xiǎn)超市”是規(guī)范保險(xiǎn)市場(chǎng)的有效途徑[J];江南論壇;2006年02期

4 ;保險(xiǎn)超市外表光鮮內(nèi)在缺乏[J];中國(guó)保險(xiǎn);2007年02期

5 ;辦個(gè)“保險(xiǎn)超市”如何?[J];中國(guó)保險(xiǎn);1999年12期

6 趙冰;勉強(qiáng)做保險(xiǎn)超市不如做專(zhuān)賣(mài)店[J];中國(guó)保險(xiǎn);2003年09期

7 付濤;新的“保險(xiǎn)超市”挑戰(zhàn)傳統(tǒng)保險(xiǎn)代理[J];中國(guó)保險(xiǎn);2004年09期

8 劉媛;超市賣(mài)保險(xiǎn)還遠(yuǎn)點(diǎn)兒[J];中國(guó)保險(xiǎn);2005年09期

9 石小航,楊立旺;我國(guó)保險(xiǎn)超市的發(fā)展現(xiàn)狀和出路[J];上海金融學(xué)院學(xué)報(bào);2005年04期

10 田德生;;“愛(ài)家之約”開(kāi)創(chuàng)“家庭保險(xiǎn)超市”時(shí)代的新品牌[J];品牌;2006年06期

相關(guān)會(huì)議論文 前1條

1 肖正輝;陳軍;嚴(yán)海燕;;創(chuàng)新保險(xiǎn)超市連鎖經(jīng)營(yíng)模式初探[A];中國(guó)保險(xiǎn)學(xué)會(huì)首屆學(xué)術(shù)年會(huì)論文集[C];2009年

相關(guān)重要報(bào)紙文章 前10條

1 解婧;保險(xiǎn)超市一開(kāi)始就壟斷？[N];國(guó)際金融報(bào);2005年

2 記者 尹代文;保險(xiǎn)超市有點(diǎn)啥[N];上海金融報(bào);2004年

3 高柱;保險(xiǎn)超市銷(xiāo)售模式調(diào)查與思考[N];中國(guó)保險(xiǎn)報(bào);2007年

4 本報(bào)記者　 余U，

本文編號(hào)：1577259