首页 > 资料专栏 > 保险 > 保险营销 > 保险营销 > MBA毕业论文_大数据背景下T保险公司收展业务精准营销研究DOC

MBA毕业论文_大数据背景下T保险公司收展业务精准营销研究DOC

大撒十分
V 实名认证
内容提供者
热门搜索
资料大小:1093KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2021/2/6(发布于内蒙古)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
大数据背景下 T 保险公司收展业务精准营销研究 随着移动互联网的快速发展和大数据概念的不断推广,大多数传统行业正在经历 巨大的冲击。移动互联网和大数据已经改变了许多商业模式和业务流程。保险业在中 国起步较晚,或多或少地从西方发达国家的经验中学到了各方面的知识。传统的保险 模式经过 20 多年的发展才刚刚成熟,并将随着大数据的发展再次体验一场新的革命。 如何使保险公司的营销模式适应这种变化?新营销模式下的具体应用是什么?这是本 文的重点。 本文从如何将大数据应用于保险营销的问题出发,结合上述的行业背景,首先分 析了人寿保险营销的应用现状和问题,包括大数据应用的概况、目前 T 保险公司收展 营销的现状及问题;其次,结合保险营销中大数据的应用实例和其他行业的准营销应 用,具体分析了新模式下的精准营销策略,如提升收展员对于客户细分的技能和积极 性,医疗服务体验,以及高端客户年会等方案;然后针对营销方案中的不足提出相对 应的整合第三方数据以及提升大数据认识的解决方案;最后归纳总结本文的结论,现 有的保险营销策略已不能满足业务要求,作者提出的保险精准营销方案组合在实施期 间确实有效。最后总结本文的研究只局限于 T 保险公司并未考虑同业其他公司,也没 有涉猎大数据背景下的保险产品设计,期望本文能够带动更多的学者展开对大数据背 景下保险收展业务精准营销更为深入的探讨。 关键词: 大数据,保险,精准营销III Abstract Big Data and Precision Marketing for Insurance Premium Collection & Repeat-Sale System: a Case of Study of T Company With the rapid development of mobile Internet and the continuous promotion of big data, most traditional industries are undergoing tremendous impact. Many business models and business processes have been changed by the mobile Internet and big data. Insurance industry started relatively late in China, more or less draw lessons from the experience of western developed countries in all aspects. The traditional insurance marketing mode has only just matured for more than 20 years, and with the development of big data, it will undergo another brand-new change. How to adapt the marketing model of insurance companies to this changeWhat are the specific applications under the new marketing modelThis is the focus of this paper. Starting from the problem of how to apply big data to insurance marketing, this paper first analyzes the current situation and problems of life insurance marketing, including the general situation of big data application and the SWOT analysis of T insurance company at present, combined with the above-mentioned industry background. And put forward the existing problems; Secondly, combining the application example of big data in insurance marketing and the application of precision marketing in other industries, this paper analyzes the precise marketing strategy under the new mode, such as promoting the skills and enthusiasm of exhibitors for customer segmentation. Medical service experience, as well as high-end customer meetings and other solutions; Then, in view of the deficiencies in the marketing program, the corresponding integration of third parties is proposed. Data and solutions to enhance the understanding of big data; Finally, the conclusion of this paper is that insurance precision marketing is based on precision marketing theory, the existing insurance marketing strategy can no longer meet the business requirements, the insurance accurate marketing scheme proposed by the author is indeed effective during the implementation period. Finally, the research in this paper is only limited to T Insurance Company and does not consider other companies in the industry, nor has it been involved in the insurance product design under the background of big data. I hope that this paper will lead more scholars to carry out a more in-depth discussion on the precise marketing ofIV insurance under the background of big data. Keywords: Big data, Insurance, Precious marketingV 目 录 第 1 章 绪论.......................................................................................................1 1.1 研究背景与意义.......................................................................................1 1.1.1 研究背景.............................................................................................1 1.1.2 研究意义.............................................................................................1 1.2 国内外研究现状.......................................................................................2 1.2.1 国外研究现状.....................................................................................3 1.2.2 国内研究现状.....................................................................................6 1.2.3 述评.....................................................................................................8 1.3 研究思路及方法.......................................................................................8 1.4 创新点.....................................................................................................10 1.5 研究内容.................................................................................................10 第 2 章 相关概念和基础理论.........................................................................11 2.1 概念界定.................................................................................................11 2.1.1 大数据...............................................................................................11 2.1.2 保险收展服务...................................................................................11 2.2 基础理论.................................................................................................12 2.2.1 4C 营销理论.....................................................................................12 2.2.2 STP 理论...........................................................................................14 2.2.3 让渡价值理论...................................................................................15 2.2.4 精准营销理论...................................................................................15 2.3 大数据对精准营销的影响.................................................................... 16 2.3.1 大数据技术推动了精准营销的实现..............................................16 2.3.2 大数据技术推动了精细管理的实现..............................................17VI 2.3.3 大数据有利于提升精准营销的客户服务水平..............................18 第 3 章 T 保险公司收展业务营销的现状及问题.........................................19 3.1 T 保险公司概况.....................................................................................19 3.2 T保险公司收展业务营销现状............................................................21 3.2.1 产品策略...........................................................................................21 3.2.2 定价策略...........................................................................................21 3.2.3 营销渠道策略...................................................................................22 3.2.4 促销策略...........................................................................................23 3.3 T 保险公司收展业务营销存在的问题.................................................23 3.3.1 产品相对单一...................................................................................23 3.3.2 保险定价没有差异化...................................................................... 24 3.3.3 人员流失率高,素质偏低..............................................................24 3.3.4 促销手段较为单一.......................................................................... 25 第 4 章 T 公司保险收展业务精准营销设计.................................................27 4.1 T 公司保险收展业务精准营销的准备.................................................27 4.2 T 公司保险收展业务营销方案设计思路.............................................30 4.2.1 整体方案思路-客户细分..............................................................30 4.2.2 具体方案实施思路.......................................................................... 31 4.2.3 精准营销方案实施的管理..............................................................32 4.3 具体方案实例.........................................................................................34 4.3.1 方案一——“致客户的一封信”及客户标签系统协助收展员 触达客户...........................................................................................34 4.3.2 方案二——医疗体验服务方案......................................................35 4.3.3 方案三——高客理财沙龙方案......................................................37 第 5 章 方案实施效果分析与保障措施........................................................41VII 5.1 精准营销方案的实施效果分析............................................................41 5.1.1 深入了解客户需求,为产品设计做好准备..................................41 5.1.2 高端客户进行分类经营,实现产品定价差异..............................41 5.1.3 人员流失率大大降低...................................................................... 42 5.1.4 新促销手段引起营销推广的新探索..............................................42 5.2 精准营销方案实施的保障推进措施....................................................43 第 6 章 研究结论及展望.................................................................................45 6.1 研究结论.................................................................................................45 6.2 研究展望.................................................................................................45