本文選題：保險(xiǎn) + 互聯(lián)網(wǎng)　； 參考：《華東理工大學(xué)》2017年碩士論文

【摘要】：隨著時(shí)代的發(fā)展,互聯(lián)網(wǎng)日漸成為各大保險(xiǎn)公司營銷的主戰(zhàn)場,各保險(xiǎn)公司也爭相向數(shù)以億計(jì)的網(wǎng)民推出各種具體的營銷方式。與傳統(tǒng)保險(xiǎn)營銷模式相比,通過互聯(lián)網(wǎng)進(jìn)行營銷,有降低運(yùn)營成本、拓展業(yè)務(wù)時(shí)間及空間、利于產(chǎn)品創(chuàng)新及服務(wù)提升等優(yōu)點(diǎn)。相比世界發(fā)達(dá)國家,我國互聯(lián)網(wǎng)保險(xiǎn)正式開始的時(shí)間要遲得多,目前,相關(guān)平臺只能提供基本的投保、核保、理賠和支付功能,剩余的很多環(huán)節(jié)仍實(shí)現(xiàn)不了在線完成,同時(shí),保險(xiǎn)產(chǎn)品也較為單一。保險(xiǎn)網(wǎng)絡(luò)營銷和網(wǎng)絡(luò)沒有完全接軌,尤其是移動互聯(lián)和數(shù)據(jù)分析的應(yīng)用水平與世界發(fā)達(dá)國家之間的差距較大。本文首先探討了保險(xiǎn)產(chǎn)品在互聯(lián)網(wǎng)時(shí)代下的模式及主要特點(diǎn),結(jié)合國內(nèi)保險(xiǎn)產(chǎn)品在互聯(lián)網(wǎng)時(shí)代下營銷的發(fā)展歷程及現(xiàn)狀,為平安健康險(xiǎn)公司網(wǎng)銷產(chǎn)品營銷策略提出可行性建議。通過總結(jié)當(dāng)今一些具有代表性的保險(xiǎn)公司在互聯(lián)網(wǎng)營銷過程中具備的優(yōu)勢及創(chuàng)新點(diǎn),指出現(xiàn)階段平安健康險(xiǎn)公司營銷策略存在的問題,并提出解決建議,論述要通過改善法律環(huán)境、加強(qiáng)網(wǎng)絡(luò)安全建設(shè)、提升產(chǎn)品設(shè)計(jì)能力、加快人才培養(yǎng)等方面來促進(jìn)和完善平安健康險(xiǎn)公司網(wǎng)銷產(chǎn)品的營銷策略。
[Abstract]:With the development of the times, the Internet has become the main battlefield of the marketing of the major insurance companies, and the insurance companies are competing to introduce various specific marketing methods to hundreds of millions of Internet users. Compared with the traditional insurance marketing mode, marketing through the Internet has the advantages of reducing operating costs, expanding business time and space, and facilitating product innovation and service upgrading. Compared with the developed countries in the world, the official start of Internet insurance in China is much later. At present, the relevant platforms can only provide basic insurance, claim settlement and payment functions. Many of the remaining links are still unable to be completed online, and at the same time, Insurance products are also relatively single. Insurance network marketing and network are not fully connected, especially mobile interconnection and data analysis between the application level and the gap between the developed countries. This paper first discusses the mode and main characteristics of insurance products in the Internet era, combining with the development process and current situation of domestic insurance products marketing under the Internet era, and puts forward some feasible suggestions for Ping an Health Insurance Company's marketing strategy of online marketing products. By summing up the advantages and innovations of some representative insurance companies in the process of Internet marketing, this paper points out the problems existing in the marketing strategy of Ping an Health Insurance Company at present, and puts forward some suggestions to solve them. This paper discusses how to improve the legal environment, strengthen the construction of network security, enhance the ability of product design, and speed up the training of talents to promote and perfect the marketing strategy of Ping an Health Insurance Company's products sold online.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F842.6;F724.6

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本文編號：1957847