【摘要】：近幾年隨著人們生活水平的不斷提高,人們對(duì)保險(xiǎn)的需求也日漸緊迫,同時(shí)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(guó)各行各業(yè)廣泛應(yīng)用并起著重要作用。保險(xiǎn)業(yè)由于其自身的經(jīng)營(yíng)特征,即保險(xiǎn)產(chǎn)品只有信息流和資金流而沒(méi)有物流部分,使其成為非常適于運(yùn)用電子商務(wù)的行業(yè)之一。 筆者通過(guò)對(duì)我國(guó)保險(xiǎn)企業(yè)網(wǎng)站內(nèi)容和運(yùn)作方式進(jìn)行分析,發(fā)現(xiàn)國(guó)內(nèi)保險(xiǎn)電子商務(wù)一直沿用的是以產(chǎn)品為導(dǎo)向的4P營(yíng)銷思路,仍然屬于“推動(dòng)式”營(yíng)銷,并沒(méi)有在營(yíng)銷過(guò)程中以消費(fèi)者為中心進(jìn)行產(chǎn)品設(shè)計(jì)和個(gè)性化營(yíng)銷,網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì)沒(méi)有得到充分挖掘,因此本文的重點(diǎn)是以4C營(yíng)銷理論為出發(fā)點(diǎn),以B2C保險(xiǎn)電子商務(wù)為研究對(duì)象對(duì)我國(guó)保險(xiǎn)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(diǎn)等；其次通過(guò)對(duì)保險(xiǎn)現(xiàn)有客戶和潛在客戶進(jìn)行問(wèn)卷調(diào)查,并且通過(guò)excel和spss統(tǒng)計(jì)軟件進(jìn)行因子分析,提取出對(duì)保險(xiǎn)電子商務(wù)產(chǎn)生影響的因素,并對(duì)提出的相關(guān)假設(shè)進(jìn)行實(shí)證檢驗(yàn)；最后,基于調(diào)查問(wèn)卷分析結(jié)果,論述了如何以4C營(yíng)銷理論指導(dǎo)B2C電子商務(wù)營(yíng)銷活動(dòng)。不僅可以作為理論研究,也可以為保險(xiǎn)企業(yè)在開(kāi)展電子商務(wù)時(shí)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(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6;F842

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