發(fā)布時間：2019-01-19 18:36

【摘要】：近幾年隨著人們生活水平的不斷提高,人們對保險的需求也日漸緊迫,同時隨著網(wǎng)絡(luò)技術(shù)的日益發(fā)展,電子商務(wù)作為一種新的商務(wù)模式在我國各行各業(yè)廣泛應(yīng)用并起著重要作用。保險業(yè)由于其自身的經(jīng)營特征,即保險產(chǎn)品只有信息流和資金流而沒有物流部分,使其成為非常適于運用電子商務(wù)的行業(yè)之一。 筆者通過對我國保險企業(yè)網(wǎng)站內(nèi)容和運作方式進(jìn)行分析,發(fā)現(xiàn)國內(nèi)保險電子商務(wù)一直沿用的是以產(chǎn)品為導(dǎo)向的4P營銷思路,仍然屬于“推動式”營銷,并沒有在營銷過程中以消費者為中心進(jìn)行產(chǎn)品設(shè)計和個性化營銷,網(wǎng)絡(luò)營銷的優(yōu)勢沒有得到充分挖掘,因此本文的重點是以4C營銷理論為出發(fā)點,以B2C保險電子商務(wù)為研究對象對我國保險電子商務(wù)現(xiàn)狀進(jìn)行分析,首先論述了電子商務(wù)的定義、發(fā)展、分類及B2C電子商務(wù)的概念特點等；其次通過對保險現(xiàn)有客戶和潛在客戶進(jìn)行問卷調(diào)查,并且通過excel和spss統(tǒng)計軟件進(jìn)行因子分析,提取出對保險電子商務(wù)產(chǎn)生影響的因素,并對提出的相關(guān)假設(shè)進(jìn)行實證檢驗；最后,基于調(diào)查問卷分析結(jié)果,論述了如何以4C營銷理論指導(dǎo)B2C電子商務(wù)營銷活動。不僅可以作為理論研究,也可以為保險企業(yè)在開展電子商務(wù)時提供思路和方法。
[Abstract]:In recent years, with the continuous improvement of people's living standards, people's demand for insurance is becoming increasingly urgent, and with the development of network technology, E-commerce, as a new business model, is widely used and plays an important role in various industries in China. The insurance industry has become one of the industries suitable for the use of electronic commerce because of its own operating characteristics, that is, the insurance products have only information flow and capital flow but no logistics part. Through the analysis of the content and operation mode of the insurance enterprise website in China, the author finds that the domestic insurance electronic commerce has been using the 4P marketing thinking which is guided by the product, and still belongs to the "push" marketing. There is no consumer-centered product design and personalized marketing in the process of marketing, and the advantages of network marketing are not fully exploited, so the focus of this paper is to take 4C marketing theory as the starting point. Taking B2C insurance electronic commerce as the research object, this paper analyzes the status quo of insurance electronic commerce in China. Firstly, it discusses the definition, development, classification and concept characteristics of B2C electronic commerce. Secondly, through the questionnaire survey to the existing and potential customers of insurance, and through the factor analysis of excel and spss statistical software, the factors that affect the insurance electronic commerce are extracted, and the relevant hypotheses are tested empirically. Finally, based on the results of questionnaire analysis, this paper discusses how to guide B2C e-commerce marketing activities with 4 C marketing theory. Not only can it be used as a theoretical research, but also it can provide ideas and methods for insurance enterprises to carry out e-commerce.
【學(xué)位授予單位】：湖南農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6;F842

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 胡翠華;試析網(wǎng)絡(luò)保險的可行性[J];商業(yè)研究;2002年14期

2 唐金成;張西原;;中外保險電子商務(wù)發(fā)展比較研究[J];區(qū)域金融研究;2009年02期

3 馬玉芳;淺談中國電子商務(wù)的發(fā)展現(xiàn)狀與存在問題[J];機械管理開發(fā);2000年04期

4 姚樹琪;;對網(wǎng)絡(luò)營銷策略的分析與探討[J];石家莊聯(lián)合技術(shù)職業(yè)學(xué)院學(xué)術(shù)研究;2006年03期

5 黃建康,張進(jìn);電子商務(wù)與產(chǎn)業(yè)創(chuàng)新[J];中國審計;2001年03期

6 莊小將;;電子商務(wù)的網(wǎng)絡(luò)營銷渠道分析[J];濮陽職業(yè)技術(shù)學(xué)院學(xué)報;2008年03期

7 祝婕;;淺析國內(nèi)保險電子商務(wù)發(fā)展現(xiàn)狀[J];企業(yè)研究;2013年22期

8 鄧艷華;;中國保險網(wǎng)站發(fā)展模式淺析[J];時代金融;2007年11期

9 呂巍;保險電子商務(wù)的應(yīng)用[J];中國保險;2003年11期

10 田吉生;趙萍;;保險電子商務(wù)推廣研究[J];中國保險;2007年02期

，

本文編號：2411639