互联网在保险营销中的应用研究工商管理专业论文.docxVIP

首都经济贸易大学硕士学位论文 首都经济贸易大学硕士学位论文 互联网在保险营销中的应用研究 Abstract With the quick development of Mobile Internet and the continuous spreed of Internet Plus，most traditional sectors experiencing huge effection，lots of Business Models and Business Processes changed by Internet． Insurance industry，started late in China，drew the experi of Westen developed countries less．Traditinal marketing model of insurance industry has just matured after its development of 20 years，As the development of Internet，it is experiencing change．how to make insurance marketing mode to adapt to thiS change?What the specific application of the marketing model?This paper is concerned with the problem． Combined with the background above，thiS paper starts with how to apply Internet in insurance marketing．Firstly，it analyzes the application status and probl em of Internet insurance market ing，including the profi l and the SWOT analysis of it，and puts forward the existing problems：secondly，based application of the Internet in the insurance marketing，thiS paper analyses the product strategy，the pricing strategy，the channel strategy and the promotion strategy in the marketing model：thirdly，from aspect of policy and industry background，this paper point out risks of Internet insurance marketing，present the countermeasures and solutions：Final ly，it summarized the conclusion，based which analyzes the innovation and deficiency of the paper． Marketing Internet Insurance Marketing 万方数据 首都经济贸易大学硕士学位论文 首都经济贸易大学硕士学位论文 互联网在保险营销中的应用研究 目录 第1章 绪论 ．1 1．1 问题的提出 1 1．2 选题的意义 ．1 1．3 研究方法 ．2 1．4 研究内容与框架 ．3 第2章 互联网在保险营销中应用的现状和存在的问题 ．5 2．1 互联网保险的涵义 ．5 2．1．1 基本定义 ．5 2．1．2 主要特点 ．5 2．1．3 发展历程 ．6 2．2 发达国家互联网保险现状 ．．9 2．3 我国互联网保险现状 n 2．3．1 招商信诺互联网保险经营模式 11 2．3．2 泰康人寿互联网保险经营模式 12 2．4 保险营销应用互联网的SWOT分析 14 2．4．1 保险营销应用互联网的优势 14 2．4．2 保险营销应用互联网的劣势 14 2．4．3 保险营销应用互联网的机会 16 2．4．4 保险营销应用互联网的威胁 20 2．5 存在的问题 20 第3章 互联网在保险营销中的具体应用举例分析 21 3．1 互联网营销产品策略 22 3．2 互联网营销价格策略 23 3．3 互联网营销渠道策略 24 3．4 互联网营销促销策略 25 第4章 互联网应用于保险营销存在的风险及应对措施 27 4．1 互联网营销风险 27 4．