MBA学位论文作者：马瑞 平安车险网络营销对策研究
II
中文摘要
在我国，财产保险销售中保费规模占比最大的车辆保险的销售过去一直是以
传统面对面的渠道销售为主，主要分为个人保险代理人、4S店的车商渠道、公
司的团体保险直销渠道以及经纪公司销售渠道四个渠道为主，目前伴随着全球互
联网信息化的发展，随着互联网的网络销售、电子商务平台的出现，使得消费者
获取信息的方式变得发生了翻天覆地的变化，信息获取变得更加高效，快捷，伴
随着这种变化，使得我们每个人的消费购物方式也发生了巨大的变化，在过去五
至八年，汽车保险的电话销售凭借该渠道的科技手段，以其高效率低成本的优势
被广大消费者接受，目前我们看到，网络技术和移动设备也在最近几年展开了突
飞猛进的发展，伴随这种发展趋势，未来网络销售渠道将势必成为各家保险公司
非常重要的销售渠道

本文首先介绍了保险网络营销的相关理论基础，了解了网络营销的定义以及
相关理论，主要分析了保险网络营销的特点及优势，使我们了解为什么要发展保
险的网络营销；其次主要介绍平安车险的网络营销现状，分析平安车险公司车险
业务的网络营销现状，主要了解平安车险网络营销发展历程，以及现阶段平安车
险网络营销发展的操作模式，主要从四个方面产品、价格、渠道、服务制定具体
的网络营销策略；然后提出了平安车险网络营销发展中存在的问题，主要从三个
方面来进行分析，一是目前网络营销产品的特点，另外是保险网络销售和传统销
售产生的矛盾，第三是网络保险的风险及如何规避；第四是介绍了平安车险发展
网络营销过程当中的一些针对性对策与措施，建议转变营销理念，并逐步加大对
于营销的创新力度，以及为何在网络营销渠道要采用扁平化管理做分析，分析了
网络营销中为何要重视客户关系管理，以及在发展网络销售中采用O2O的发展模
式；最后论文分析了平安车险网络营销发展的方向，得出了发展网络营销是保险
行业发展的大趋势，在这个趋势中需要选择适合的发展模式和销售策略，使得该
模式长久发展，为公司产险业务发展带来新的利润增长空间

关键词:平安车险；网络营销；营销策略；发展模式
MBA学位论文作者：马瑞 平安车险网络营销对策研究
III
Abstract
In China, the automobile insurance marketing in the past have been based on the face-to-face
channel sales and are mainly divided into four types: the personal insurance agents, 4s dealers
stores, direct selling of the group insurance and agency company. While with the fast development
of the global internet technology, the emergence of varies E-commerce platforms brought great
changes in the accesses for consumers to receive the information then the way to shop. As a much
more efficient and convenient shopping manner, the online marketing must also become the main
channel for the property insurance as same as the telephone selling with the increasing acceptance
as a new sales model since the end of last century.
This paper has six parts totally. The first part introduced why it's necessary and important to
make a research on the insurance online marketing and the general research achievements by the
literature review.
The second part introduced the fundamental theories of the insurance online marketing,
analyzed the characteristics and advantages of the insurance online marketing, concluded why we
need pay attention to the online marketing for the insurance sales development in the future.
The third part introduced the general situation of the Pingan car insurance online marketing
by taking example of the automobile insurance, after reviewed the historical development
processes then concluded the present online marketing strategies decided by four aspects:
product, price, channel and service.
The fourth part focally made a deep analysis of the problems and challenges that exist in the
Pingan car insurance online marketing from three aspect: the characteristic of the current products
on the online marketing, the differences and contradiction between the online and traditional
marketing, and how to avoid the risks of the insurance online marketing.
The fifth part put forward the suggestions on how to improve the online marketing strategies
of Pingan car insurance: change the marketing concepts, improve the online marketing innovation,
adopt the flat management, pay great attention to the customer relationship management (CRM)
and adopt the 020 development pattern.
The final part concluded the online marketing is the trend of the insurance industry
development by the analysis of Pingan insurance online marketing strategies, so Pingan Insurance
company need choose the proper and lasting development mode and marketing strategies in order
to keep the profits increasing by enlarging the profitable areas.
Key words:Car Insurance, Online Marketing, Marketing Strategy, Developing Mode
MBA学位论文作者：马瑞 平安车险网络营销对策研究
IV
目录
一、绪论.1
（一)研究背景及意义.........1
（二）研究内容与方法........5
二、保险网络营销基本理论.........7
（一）网络营销的定义及相关理论..........7
（二）保险网络营销的特点及优势.........13
三、平安车险网络营销环境与现状分析..........20
（一）平安车险公司概况.....20
（二）平安车险网络营销环境现状.........23
（三）平安车险网络营销现状分析.........25
四、平安车险网络营销存在的主要问题..........32
（一）车险网络销售的产品单一、范围狭隘.32
（二）车险网络营销与传统营销矛盾突出...32
（三）车险网络营销的风险逐渐加大.......33
五、平安车险发展网络营销的对策与措施........35
（一）平安车险发展网络营销的对策.......35
（二）平安车险发展网络营销的措施.......43
六、结论与展望......48
（一）结论.....48
（二）展望.....49
参考文献50
致谢...51
作者简历52
。。。。。。以上简介无排版格式，详细内容请下载查看