山东大学硕士学位论文
摘要
在信息透明公幵的保险业,满足社会公众和广大投资者的保险资讯需求,这
是保险公司业务和拓展之初最基本的工作之一。在当下时代,如何更好地利用网
络营销吸引更多的投资者,从而使保险交易金额上涨,这将是保险公司的工作重
点。我国保险市场营销发展相对缓慢,交易渠道相对狭窄,交易模式相对较少,
如今随着我国保险发展起来的勃勃生机,保险交易的发展在曲折中前进,虽取得
了一些成绩,但和欧美发达国家保险业相比,仍属于刚起步阶段,不可同日而语。

如今要加强这方面的工作力度,就要在人力和资金方面给予足够的投入。

本文在此基础上总结出了我国保险交易存在的问题:销售团队建设、渠道铺
设,人力资源发展等问题、从资讯信息发布型向营销服务型转变的路径不明、对
现有客户群体锁定和进一步营销力度不够。同时在分析问题成因后,提出了的相
应的解决方案,主要依靠目标市场营销战略、产品组合策略、保险费率策略、保
险渠道营销策略、保险促销策略及营销组织等策略细化市场,推行营销服务,旨
在依靠这些服务解除症结,加强营销力度,增强与客户的互动,铲平影响保险网
上交易的这三道沟渠。

本文最后强调了保险公司的文化建设方面的注意点、与客户共赢共生的关键 ’
点及遵循保险销售的法律法规的重要性。

关键词:保险交易;渠道障碍;产品生命周期;组织营销;渠道营销
山东大学硕士学位论文
ABSTRACT
How to disseminates each kind of information about insurance operation in the
highly transparent investment insurances industry, which publicly to the investor and the
social public, is each insurance company&39;s basic work. And with the aid of the theory,
this demand will be completed in time. However,besides completing the interaction
through the Theory with the general investors and the social public, Expansing the
insurance transaction scale through the theory on the transaction function, is also a
diligently direction in the investment insurances industry. Because the present
investment insurances industry just started in the web-marketing field,this aspect of
work dynamics must be strengthen, and must be given enough manpower and insurance
in the investment.
The development of our country insurance is slow,the transaction channel is
narrow, the transaction pattern is few. Now by the prosperity which develops along with
our country finance,the insurance commerce development probably encounters the
bottleneck.
This article summarizes the three major problems,which exists in this foundation
of the present insurance commerce: transaction channel barrier. It is unclear that
convertint from the information information issue to the marketing service
transformation. Locking existing customer community and further marketing dynamics
is insufficient —the three drainage ditches. And after analysising question origin, to
propose the detailed corresponding solution,these three drainage ditches in insurance
electronic commerce has been put down. And propose the experience of the cleaning the
insurance network sells5 scotomas which exists in own construction aspect and what
need to pay attention and so on.
Key Words: insurance trading ; channel disorder ; product life cycle ;
organizational Marketing ; channel marketing
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