保险公司电子商务营销策略研究

　　摘要

　　随着社会的不断发展,我国面临着人口老龄化与社会保障体系不完善、货币贬值与投资渠道匮乏的矛盾。保险作为现代金融业的重要支柱,具备经济补偿、资金融通、社会管理三大功能,能在很大程度上缓解这些矛盾。近些年,保险业快速发展,保险公司数量不断增加,保险行业的竞争十分激烈。一方面,保险业在起步发展阶段,存在保险从业人员素质不高、虚假宣传、信息不对称、“杀熟”等问题,对保险公司和保险业产生较为恶劣的负面影响;另一方面,随着信息时代的高速发展,科技走进人们的生活,改变了人们的消费习惯,这给保险公司传统的个人代理营销、银行代理营销方式带来了挑战。对于采用传统营销策略的保险公司来说,保险产品越来越难卖,而老百姓往往是想购买保险产品,却害怕接触保险营销人员,怕上当受骗。基于这些情况,保险公司必须改变传统的营销策略,积极探索新的营销策略。

　　与此同时,我国的电子商务得到了极大的发展,成功的电子商务企业比比皆是,较早进入电子商务领域的中国平安、中国人寿、泰康人寿等保险公司取得了良好的业绩。因此,如何在电子商务为前提的营销环境下,通过分析公司优势、劣势、机会和威胁,改进基于电子商务的营销策略,最终实现公司的可持续发展,成为我国保险公司亟待解决的难题。

　　本文以H保险公司为例,系统研究了基于电子商务的保险公司营销策略。论文的主要工作可归纳为下面几个部分:

　　(1)论文首先分析了公司社会背景和行业背景,然后结合电子商务、市场营销、保险和基于电子商务的保险营销等理论和方法,通过"SWOT”方法分析了H保险公司的电子商务营销环境,指出了 H保险公司面临的优势、劣势、机会和威胁。

　　(2)论文将“4Ps”市场营销组合策略和电子商务相结合,总结了H保险公司电子商务营销中存在的主要问题,包括缺乏电子商务环境下的产品、保险产品定价不对称、电子商务营销平台不完善、电子商务环境下的促销方式单一等,为改进电子商务环境下保险公司营销策略奠定了基础。

　　(3)论文从产品策略、价格策略、渠道策略、促销策略等方面入手,结合保险行业内较早涉足电子商务领域公司的成功案例,从H保险公司实际出发,有针对性地提出了 H保险公司基于电子商务的营销策略改进方案。

　　通过本文的研究成果,能够对保险公司的目标客户群进行细分,更好地把握市场,帮助公司制定符合市场、满足客户需求、具有价格优势的产品;能够拓宽保险公司的营销渠道,丰富保险公司的促销手段;能够极大地提高客户的主人翁地位,增强了保险公司的产品透明度;能够转变保险公司的营销形象,提升保险公司的社会形象,增强客户购买保险产品的信心,从而确保保险公司能够健康可持续发展。本文的研究成果不仅可以对H保险公司的营销策略改进发挥积极的作用,而且对行业内其他企业和其他行业企业的市场营销具有一定的借鉴意义和实践意义。

　　关键字:电子商务;保险;营销策略

　　Abstract

　　With the continuous development of society, our country is faced on thecontradiction between population aging and imperfect social security system, thedevaluation of the currency, and the lack of investment channels. As an importantpillar of modern financial industries, insurance can alleviate these contradictionsgreatly because of its three functions of economic compensation, financing, and socialmanagement. In recent years, insurance industry has developed rapidly, and thequantity of insurance company has increased unceasingly, which results in the fiercecompetition in this area. On the one hand, insurance industry is at the initial stage ofdevelopment,and many problems such as insurance practitioners remain unsolved.

　　Further, false propaganda, information asymmetry, "affinity”,and many other issuesbring a negative impact on insurance companies and insurance industry. On the otherhand, with the rapid development of information technologies, technology has enteredinto people's lives,and has changed peopled consumption habits,which brings greatchallenges to traditional personal-agent-based and bank-agent-based marketing ofinsurance companies. Regarding traditional marketing strategies of insurancecompanies, insurance products are becoming more and more difficult to sell, andpeople often want to buy insurance products, but they are afraid to contact theinsurance marketing personnel, because they are afraid of being cheated. Based onthese conditions, the insurance company must change the traditional marketingstrategy, and actively explore new marketing strategy.

　　At the same time, the electronic commerce in China has been developed greatly,the success of e-commerce enterprises meet the eye everywhere, China peace, somecompanies that entered into the field of electronic commerce such as Chinese life,Taikang Life Insurance Company has achieved good results. Therefore, how to realizethe sustainable development of the company through the analysis of advantages,disadvantages, opportunities and threats, improvement of e-commerce marketingstrategy at the premise of e-commerce marketing environment has become a problemin to be solved in our insurance company.

　　This paper takes the insurance company H as an example, and studies themarketing strategies of insurance company based on electronic business. The mainwork of this paper can be summarized as follows:

　　First of all, the paper analyzes the social background and industry background,and then combines electronic commerce, marketing, and insurance with electroniccommerce insurance marketing theory and methods. We point out the H insurancecompany's advantages, disadvantages, opportunities, and threats based on the SWOTmethod.

　　Secondly, this paper combine the ”4Ps" marketing strategy with e-commerce andsummarize the main problems existing in the H company's e-commerce system,including the problem of the lack of e-commerce environment product, the asymmetryof insurance products pricing, the imperfect of e-commerce marketing platform, andthe single mode of promotion under the electronic commerce environment. Theseanalysis forms the foundation for improving the marketing strategies under thee-commerce environment.

　　Thirdly, this paper combines the product strategy, price strategy, channel strategy,promotion strategy and other aspects with the successful case of insurance industryearlier involved in electronic commerce Domain company, analyzed the reality of Hinsurance company, and then puts forward the improved scheme of H insurancecompany marketing strategy based on electronic business.

　　This research can make segmentation on the insurance company's targetcustomer,and better grasp the market, so as to help the company make products witha price advantage in line with the market, to meet customer demand, broaden theinsurance company's marketing channels, and enrich the sales promotion methods. Atthe same time, it can greatly improve the customer master status, enhance theinsurance company's product transparency, change the insurance company's marketingimage, enhance the social image of insurance company, and strengthen the customers,confidence, so as to ensure that the insurance company can be healthy and sustainabledevelopment This research can not only play a positive role on H insurancecompany's marketing strategy, but also has certain reference significance and practicalsignificance to tiie marketing of other enterprises in the industry and other industries.

　　Keywords: Electronic commerce; Insurance; Marketing strategy

　　目录

　　第一章绪论

　　—、研究背景

　　二、研究的目的和意义

　　(一)研究的目的

　　(二)研究的意义

　　三、研究的思路和研究方法

　　(一)研究的思路

　　(二)论文的研究方法

　　四、本文的主要工作

　　五、论文的组织结构

　　六、本章小结

　　第二章基于电子商务的保险营销基础理论

　　—、电子商务

　　(一)电子商务的定义

　　(二)电子商务的特点

　　(三)电子商务的分类

　　(四)电子商务的功能

　　(五)电子商务的优势

　　二、市场营销、4Ps理论

　　(一)市场营销

　　(二)4Ps理论

　　三、保险

　　(-)保险的定义

　　(二)保险的性质

　　(三)保险的分类

　　(四)保险营销

　　四、基于电子商务的保险营销的概念、内容和策略

　　(一)概念

　　(二)内容

　　(三)策略

　　五、本章小结

　　第三章H保险公司电子商务营销现状与SWOT分析

　　一、H保险公司简介

　　(一)发展历史

　　(二)营销部门组织结构

　　(三)营销情况

　　(四)企业文化

　　二、H保险公司电子商务营销现状

　　(一)总体情况

　　(二)业务情况

　　三、H保险公司电子商务营销环境SffOT分析

　　(―)优势

　　(二)劣势

　　(三)机会

　　(0)威胁

　　四、本章小结

　　第四章H保险公司电子商务营销中的问题以及对策建议

　　一、H保险公司电子商务营销中存在的问题

　　(一)缺乏电子商务环境下的产品

　　(二)保险产品定价不对称

　　(三)电子商务营销平台不完善

　　(四)电子商务环境下促销方式单一

　　二、对策和建议

　　(一)营销组合策略改进

　　(二)营销管理体系信息化

　　三、本章小结

　　结论

　　参考文献

　　致谢