本文選題：網(wǎng)絡(luò)營(yíng)銷　切入點(diǎn)：YG保險(xiǎn)公司　出處：《山東財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：近年來伴隨著互聯(lián)網(wǎng)勢(shì)不可擋的發(fā)展趨勢(shì),以及人們消費(fèi)習(xí)慣、消費(fèi)理念的轉(zhuǎn)變,保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷作為一種新型的保險(xiǎn)營(yíng)銷的渠道越來越受到廣大保險(xiǎn)消費(fèi)者的認(rèn)可與推崇。由于保險(xiǎn)公司在網(wǎng)絡(luò)營(yíng)銷產(chǎn)品、營(yíng)銷技術(shù)等方面不斷推陳出新,許多保險(xiǎn)公司甚至已經(jīng)把網(wǎng)絡(luò)營(yíng)銷納入到公司未來戰(zhàn)略發(fā)展規(guī)劃中,保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷模式將替代傳統(tǒng)意義上的營(yíng)銷模式,逐漸成為保險(xiǎn)行業(yè)保費(fèi)持續(xù)快速增長(zhǎng)、業(yè)務(wù)不斷穩(wěn)步提升的最重要的渠道。傳統(tǒng)的保險(xiǎn)營(yíng)銷渠道已經(jīng)走過了迅速增長(zhǎng)的時(shí)期,現(xiàn)已趨向穩(wěn)定狀態(tài),未來各保險(xiǎn)公司所開展的網(wǎng)絡(luò)營(yíng)銷渠道的發(fā)展速度與發(fā)展能力,勢(shì)必會(huì)在非常大的程度上決定各個(gè)保險(xiǎn)公司的市場(chǎng)份額,保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷的發(fā)展勢(shì)必會(huì)使保險(xiǎn)行業(yè)進(jìn)行一次大的革命性的改變。由于保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷的載體是互聯(lián)網(wǎng)這一新興產(chǎn)物,之前國(guó)內(nèi)外在保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷方面并無太多成功的經(jīng)驗(yàn)可借鑒,需要各保險(xiǎn)公司根據(jù)自身的發(fā)展實(shí)力去探索符合本公司發(fā)展的具體的網(wǎng)絡(luò)營(yíng)銷模式。因此,對(duì)于保險(xiǎn)公司而言,在發(fā)展網(wǎng)絡(luò)營(yíng)銷的前進(jìn)道路上,如何才能根據(jù)自身的實(shí)力,科學(xué)合理地制定出符合自身業(yè)務(wù)發(fā)展的、長(zhǎng)遠(yuǎn)有效的策略和規(guī)劃,是其亟需解決的發(fā)展難題。YG保險(xiǎn)公司作為中國(guó)保險(xiǎn)業(yè)知名的保險(xiǎn)公司,作為中國(guó)保險(xiǎn)行業(yè)中一顆璀璨的明星,如何有效利用和整合現(xiàn)有的保險(xiǎn)市場(chǎng)資源,根據(jù)自身的發(fā)展?fàn)顩r,準(zhǔn)確提出合適的保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷策略,使自己在網(wǎng)絡(luò)高速發(fā)展的新形勢(shì)下,不斷提高市場(chǎng)占有份額和提升市場(chǎng)中的地位,以獲得長(zhǎng)期有效的發(fā)展,已成為該保險(xiǎn)公司當(dāng)前發(fā)展過程中最急切需要找到解決方案的問題。本文在研究YG保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷策略時(shí),首先分析目前YG保險(xiǎn)在網(wǎng)絡(luò)營(yíng)銷這一營(yíng)銷模式發(fā)展上存在的問題,針對(duì)性地從營(yíng)銷理念和營(yíng)銷策略等多方面提出解決問題的對(duì)策,以保證網(wǎng)絡(luò)營(yíng)銷策略的順利落地,切實(shí)為YG保險(xiǎn)的網(wǎng)絡(luò)營(yíng)銷提供可行性的營(yíng)銷策略,以拓展該公司的網(wǎng)絡(luò)營(yíng)銷業(yè)務(wù),提升公司的網(wǎng)絡(luò)營(yíng)銷能力,獲得長(zhǎng)足發(fā)展。本文在寫作過程中,將論文主要分為六部分,第一部分是對(duì)論文研究背景與意義、國(guó)內(nèi)外文獻(xiàn)綜述和研究思路與方法進(jìn)行闡述,也就是國(guó)內(nèi)開展保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷的原因,以及如何才能使保險(xiǎn)公司高效地開展網(wǎng)絡(luò)營(yíng)銷業(yè)務(wù);第二部分為論文的理論基礎(chǔ),對(duì)網(wǎng)絡(luò)營(yíng)銷、保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷的相關(guān)概念以及傳統(tǒng)營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷的相關(guān)理論進(jìn)行介紹,第三部分著重將國(guó)內(nèi)外保險(xiǎn)公司網(wǎng)絡(luò)營(yíng)銷的發(fā)展現(xiàn)狀進(jìn)行了比較分析,為下一部分的深入研究做好鋪墊;第四部分和第五部分YG保險(xiǎn)公司網(wǎng)絡(luò)營(yíng)銷的情況進(jìn)行分析。此兩部分為論文的核心部分,以YG保險(xiǎn)為例來深入剖析其網(wǎng)絡(luò)營(yíng)銷的組織架構(gòu)、業(yè)務(wù)模式和工作流程等,并分析在發(fā)展過程中存在的問題,進(jìn)而為YG保險(xiǎn)公司網(wǎng)絡(luò)營(yíng)銷實(shí)現(xiàn)又好又快發(fā)展制定相應(yīng)的營(yíng)銷策略;第六部分為論文的結(jié)論以及研究展望部分。
[Abstract]:In recent years, with the development trend of the Internet and people's consumption habits a trend which cannot be halted, and change the consumption concept, insurance network marketing as a new type of insurance marketing channel is more and more by the majority of insurance consumers' recognition and esteem. Because the insurance company sales in the network marketing, marketing innovation technology, many insurance companies have even the network marketing into the company's future strategic development plan, insurance network marketing model will replace the traditional marketing mode, gradually become the insurance industry premium continued rapid growth, the most important channel of business has steadily. The traditional insurance marketing channel has gone through a period of rapid growth, has now stabilized state of development the speed of the network marketing channel in the future of the insurance companies to carry out the development, is bound to be in a very large extent Decide each insurance company's market share, the development of the insurance network marketing is bound to make the insurance industry a major revolutionary change. As the carrier of the insurance network marketing is a new product of the Internet before, at home and abroad insurance network marketing is not too much successful experience, to the insurance company according to the development of strength to explore its specific network marketing mode in accordance with the company's development. Therefore, the insurance companies in the development of network marketing on the road ahead, how can according to their own strength, scientific and reasonable to formulate their own business development, long-term effective strategy and planning, it is urgent to solve the problems of the development of.YG the insurance company as Chinese insurance industry well-known insurance companies, as Chinese insurance industry a bright star, how to effectively utilize and integrate existing. Insurance market resources, according to their own development, accurate insurance network marketing strategy is put forward appropriate, make oneself in the new situation of the rapid development of network, improve the market share and enhance the market position, in order to obtain a long-term effective development, has become in the process of an urgent need to find solutions to the problem of the development of the the insurance company. Based on the research of YG insurance network marketing strategy, analyzes the development of network marketing in the marketing mode of YG insurance problems, puts forward the countermeasures to solve the problems from the marketing idea and marketing strategy etc., to ensure that the network marketing strategy to provide a smooth landing, the feasibility of marketing YG insurance network marketing strategy, to expand the network marketing business of the company, enhance the network marketing ability of the company, to obtain the considerable development in the process of writing this paper, The thesis is mainly divided into six parts, the first part is the research background and significance, literature review and research ideas and methods are presented in this paper, which is why insurance network marketing in China, and how to make the insurance company to efficiently carry out network marketing business; the second part is the theoretical foundation of the thesis on the network marketing and related concepts of insurance network marketing and traditional marketing, network marketing theory is introduced in the paper, the third part focuses on the comparative analysis of the current development of domestic and foreign insurance companies network marketing, in order to pave the way for the next part of the study; the fourth part carries on the analysis and the fifth part of the YG insurance company network marketing this situation. The two part is the core part of the thesis, taking YG insurance as an example to analyze the network marketing organization structure, business model and work flow, and analysis The existing problems in the development process, and then formulate corresponding marketing strategies for YG insurance company's online marketing to achieve sound and rapid development. The sixth part is the conclusion and Prospect of the research.

【學(xué)位授予單位】：山東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F842.3

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