保险业作为经济系统的重要构成部分，伴随着国家经济的发展，发挥着 日趋重要的作用。近些年来，随着技术的爆炸式发展，“互联网+”冲击着多 个行业，保险与互联网的关系日益紧密。互联网保险相较于传统保险，具有 成本低、效率高、门槛低等优势，同时可以切实实现“以客户为中心”经营 理念，是中小型保险公司扭转局势、后来居上不可多得的机会。 本文基于以上背景，以制定有效的Y财险互联网营销策略为研究对象， 展开研究。本文主要研究内容：首先研究国内外关于此领域的最新研究成果， 并了解到，互联网保险发展前景良好，但是仍存在一些需要解决的问题；其 次分析业内先进典型经验，同时对Y财险的宏观环境进行PEST分析、行业环境 进行分析和内在环境进行SWOT分析，结合艾瑞咨询调研结果及对Y财险已承保 客户进行问卷调查，总结Y财险互联网营销存在的问题；再次基于前文分析的 基础，提出了目标客户群体执行差异化营销策略、互联网产品实施创新开发 策略、互联网商业模式实施探索新方向策略、互联网平台实施全方位推广策 略；最后，为保障政策落地，从人才、技术、服务、制度四个方面提出保障 措施。 希望本文的研究，有助于Y财险公司抓住市场机遇、突破发展瓶颈；同 时为同类型公司提供经验借鉴。 关键词：Y 财产保险公司；互联网保险；营销策略哈尔滨工业大学工商管理硕士学位论文 - II - Abstract As an important part of the economic system, the insurance industry plays an increasingly important role along with the development of the national economy. In recent years, with the explosive development of technology, Internet + has impacted many industries, and the relationship between insurance and the Internet has become increasingly close. Compared with traditional insurance, Internet insurance has the advantages of low cost, high efficiency and low threshold. At the same time, it can effectively realize the customer-centered business philosophy. It is an opportunity for small and medium-sized insurance companies to reverse the situation and later become a rare opportunity. Based on the above background, this paper takes the development of an effective Y-risk Internet marketing strategy as the research object and conducts research. The main research contents of this paper are: firstly study the latest research results in this field at home and abroad, and understand that the development prospect of Internet insurance is good, but there are still some problems that need to be solved; secondly, the analysis of advanced typical experience in the industry, and the macroscopic view of Y property insurance The environment conducts PEST analysis, industry environment analysis and SWOT analysis of the internal environment, combined with the results of research and the questionnaire survey of the insured customers of Y Property Insurance, summarizing the problems existing in the Internet marketing of Y P&C; again based on the basis of the previous analysis The target customer group is proposed to implement differentiated marketing strategy, Internet product implementation innovation development strategy, Internet business model implementation exploration new direction strategy, and Internet platform implementation all-round promotion strategy; finally, to ensure policy landing, from talent, technology, service, The safeguards are proposed in four aspects of the system. I hope that the research in this paper will help Y property insurance companies seize market opportunities and break through the bottleneck of development; at the same time, provide experience for the same type of哈尔滨工业大学工商管理硕士学位论文 - III - companies. Keywords:Y Property Insurance Company, internet insurance, marketing strategy哈尔滨工业大学工商管理硕士学位论文 - IV - 目 录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第 1 章 绪论................................................................................................................... 1 1.1 课题的来源..........................................................................................................1 1.2 课题研究的背景和意义.....................................................................................1 1.2.1 课题研究背景..............................................................................................1 1.2.2 课题研究意义..............................................................................................2 1.3 国内外研究综述..................................................................................................3 1.3.1 国外研究综述..............................................................................................3 1.3.2 国内研究综述..............................................................................................3 1.3.3 国内外研究状况综合评析.........................................................................7 1.4 论文主要研究内容和论文研究方法...............................................................8 1.4.1 论文主要内容..............................................................................................8 1.4.2 论文研究方法..............................................................................................8 第 2 章 Y 财险互联网营销环境及问题分析............................................................9 2.1 我国三大财产保险公司互联网营销的成功经验..........................................9 2.1.1 人保财险案例分析......................................................................................9 2.1.2 平安保险案例分析....................................................................................10 2.1.3 众安保险案例分析....................................................................................12 2.2 Y 财险互联网外部营销环境分析.................................................................14 2.2.1 宏观环境分析............................................................................................14 2.2.2 行业环境分析............................................................................................18 2.3 Y 财险互联网内部营销环境分析.................................................................23 2.3.1 Y 财险公司概况........................................................................................23 2.3.2 Y 财险互联网营销现状...........................................................................26 2.4 Y 财险互联网营销 SWOT 分析.................................................................... 28 2.4.1 优势.............................................................................................................29 2.4.2 劣势.............................................................................................................29 2.4.3 机会.............................................................................................................30 2.4.4 威胁.............................................................................................................31哈尔滨工业大学工商管理硕士学位论文 - V - 2.5 Y 财险互联网营销主要问题及原因分析.................................................... 32 2.5.1 艾瑞咨询市场调研分析...........................................................................32 2.5.2 Y 财险互联网营销问卷调查...................................................................34 2.5.3 Y 财险互联网营销主要问题...................................................................38 2.5.4 Y 财险互联网营销问题原因分析..........................................................38 2.6 本章小结............................................................................................................ 40 第 3 章 Y 财险互联网营销改善策略.......................................................................41 3.1 Y 财险整体战略目标.......................................................................................41 3.2 Y 财险互联网战略目标及营销目标.............................................................41 3.2.1 Y 财险互联网战略目标...........................................................................41 3.2.2 Y 财险互联网营销目标...........................................................................42 3.3 互联网保险目标客户实施差异化营销策略................................................42 3.3.1 自营平台客户拓展策略...........................................................................43 3.3.2 第三方平台客户拓展策略.......................................................................45 3.4 互联网产品实施创新开发策略......................................................................46 3.4.1 互联网产品设计创新策略.......................................................................46 3.4.2 互联网产品定价创新策略.......................................................................47 3.5 商业模式探索新方向策略.............................................................................. 47 3.5.1 从蓝海中选择合作的第三方网络平台.................................................48 3.5.2 传统渠道与互联网渠道差异化定位..................................................... 48 3.5.3 打造闭合生态圈........................................................................................49 3.6 互联网保险实施全方位推广策略................................................................. 49 3.6.1 实施有吸引力的线上推广策略..............................................................49 3.6.2 实施有影响力的线下推广策略..............................................................50 3.7 本章小结............................................................................................................ 51 第 4 章 Y 财险互联网营销的运营保障措施..........................................................52 4.1 互联网保险人才保障措施.............................................................................. 52 4.1.1 优秀的管理人才队伍...............................................................................52 4.1.2 专业的技术人才队伍...............................................................................52 4.1.3 有战力的销售人才队伍...........................................................................53 4.2 互联网保险技术保障措施.............................................................................. 53 4.2.1 与专业科技公司合作...............................................................................53 4.2.2 提升技术专注实用性...............................................................................53哈尔滨工业大学工商管理硕士学位论文 - VI - 4.3 互联网服务保障措施.......................................................................................54 4.3.1 实施精准服务............................................................................................55 4.3.2 实施简洁服务............................................................................................55 4.3.3 实施全流程自助服务...............................................................................55 4.4 制度机制保障措施...........................................................................................56 4.4.1 完善内部管理制度....................................................................................56 4.4.2 建设动态管理机制....................................................................................56 4.4.3 建设有效反馈机制....................................................................................56 4.5 本章小结............................................................................................................ 56 结 论............................................................................................................................58