本文關(guān)鍵詞：互聯(lián)網(wǎng)車險營銷管理與影響因素研究　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 互聯(lián)網(wǎng)車險 車險業(yè)務(wù) 影響因素

【摘要】：隨著我國市場經(jīng)濟(jì)的發(fā)展和人民群眾整體生活水平的不斷提升,我國汽車保有量逐年提升。而車險作為汽車使用者、所有者最為關(guān)心的問題之一,在當(dāng)前網(wǎng)絡(luò)普及率逐年攀升的大環(huán)境下,也同樣發(fā)生了巨大的變化。財險公司開展互聯(lián)網(wǎng)車險營銷活動,不僅為傳統(tǒng)銷售方式所存在的一系列問題提供有效的彌補,同時也在客觀上拓展了市場,為其綜合市場競爭能力的提升提供了強有力的支持。從本質(zhì)上來說,互聯(lián)網(wǎng)車險是一種基于互聯(lián)網(wǎng)平臺的車險創(chuàng)新,是"互聯(lián)網(wǎng)+"思維在傳統(tǒng)車險領(lǐng)域的延伸。互聯(lián)網(wǎng)車險可以憑借透明、信息傳遞成本低等特點,將車險的投保、查勘和理賠等所有環(huán)節(jié)全部互聯(lián)網(wǎng)化,讓互聯(lián)網(wǎng)的技術(shù)全面運用于車險的各個環(huán)節(jié),投�？蛻艉捅ｋU公司之間的聯(lián)系更加的緊密并且溝通更加的有效,保險公司回歸他們對于更好的保險產(chǎn)品的開發(fā)設(shè)計、致力于保險理賠服務(wù)的優(yōu)質(zhì)化、讓車主能真正按照自己的需求購買車險,甚至是定制車險的基本職能。本文研究中,首先對本文的研究背景、研究意義和研究內(nèi)容等相關(guān)問題進(jìn)行了較為全面的論述,然后對當(dāng)前國內(nèi)外互聯(lián)網(wǎng)車險營銷績效相關(guān)理論進(jìn)行了系統(tǒng)的梳理和總結(jié),為后文研究奠定了理論基礎(chǔ)。再然后以B財險公司的互聯(lián)網(wǎng)車險營銷為對象,開展了實證研究,并找尋了其營銷中所客觀存在的問題。隨后還重點討論了當(dāng)前市場經(jīng)濟(jì)環(huán)境下,B公司互聯(lián)網(wǎng)車險營銷的主要內(nèi)部影響因素。最后根據(jù)前文研究成果,結(jié)合所學(xué)專業(yè)內(nèi)容給出了一系列具有較強針對性和可操作性的意見和建議。
[Abstract]:With the development of China's market economy and the continuous improvement of the people's overall living standards, the number of cars in our country has been increasing year by year. As a car user, the owner is most concerned about one of the problems. In the current network penetration rate rising year by year under the big environment, has also taken place the huge change. The property insurance company carries out the Internet automobile insurance marketing activity. It not only provides an effective remedy for a series of problems existing in the traditional sales mode, but also objectively expands the market and provides a strong support for the promotion of its comprehensive market competitiveness. Internet auto insurance is an innovation of automobile insurance based on Internet platform and an extension of "Internet" thinking in the field of traditional auto insurance. Internet auto insurance can be characterized by transparency and low cost of information transmission. The insurance of auto insurance, survey and settlement of all the links of the Internet, so that the Internet technology to fully apply to all aspects of auto insurance. The relationship between the insured customers and insurance companies is closer and more effective. The insurance companies return to their better insurance products development and design, committed to the quality of insurance claims services. So that car owners can really according to their needs to buy auto insurance, or even customized car insurance basic functions. In this study, first of all, the research background of this paper. Research significance and research content and other related issues are discussed in a more comprehensive way, and then the current domestic and international Internet vehicle insurance marketing performance related theories are systematically combed and summarized. It lays a theoretical foundation for the later research. Then taking B property insurance company's Internet vehicle insurance marketing as the object, the empirical research is carried out. And find out the objective problems in its marketing. Then it also focuses on discussing the main internal factors of Internet auto insurance marketing of company B under the current market economy environment. Finally, according to the previous research results. A series of suggestions and suggestions with strong pertinence and maneuverability are given.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F842.6;F274

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