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本文将结合国内互联网保险发展现状及国外互联网保险发展经验,分析 PA
财产保险股份有限公司开展互联网业务营销过程中存在的四个问题,分别是互
联网应用深度不够、线上线下融合度不够、传统营销渠道联动性差、营销过程
及客户体验流程繁琐问题。针对问题为 PA 财产保险公司制定了优化和发展互
联网业务的营销方案,通过一些列的分析,借鉴智慧银行的发展,创新的提出
了“智慧营销”营销战略。在明确的目标市场下,制定营销策略,内容主要站在
财产保险公司发展互联网业务的战略角度,就企业组织结构、营销渠道及模
式、业务流程等方面提出相应优化办法,并给出落实该战略的保障风险给出公
司实施互联网营销战略的建议和意见,以促进公司的互联网业务更好更快的发
展
关键词:财产保险,战略管理,创新,营销管理,业务流程再造
分类号:C93V
Abstract
With the continuous progress of Internet technology, mobile Internet, big data, networking,
artificial intelligence and other technology has become increasingly mature. The emergence of
Internet technology has changed the people&39;s living habits, disruptive impact on the development
of various industries. According to the State Council on actively promoting Internet plus action
guidance and implement the strategy of innovation driven development, the Internet will be an
important driving force of irreplaceable China economy and Chinese insurance industry
restructuring and development of the property insurance company more and more will be added to
the Internet insurance business in this blue ocean areas, development of the Internet insurance
business also in the continuous innovation.
This paper will combine the domestic Internet insurance development and foreign Internet
insurance development experience, four problems of PA property insurance Limited by Share Ltd
to carry out Internet marketing business process, namely Internet application depth, online and
offline integration is not enough, the traditional marketing channels, marketing process and the
linkage of the poor customer experience of tedious process. Aiming at the problem of marketing
optimization and Internet business development for the PA property insurance company, through
the analysis of some listed banks, referring to the development of wisdom, innovation of the smart
marketing marketing strategy. In the clear target market, marketing strategy formulation, the main
content of stand in the strategic perspective of development of the Internet business property
insurance company, puts forward the corresponding measures to optimize the organizational
structure, marketing channels and models, business process and other aspects, and gives the
implementation of the strategy of the security risk gives the company the implementation of
Internet marketing strategy suggestions and advice to to promote the development of the
company&39;s Internet business better and faster.
Key words:Property insurance, Strategic Management, Innovation ,Marketing Management,
Business process reengineering
Classification number:C93贵州大学工商管理硕士学位论文1 前言
1.1 课题研究的背景和意义
自 1979 年 11 月全国保险工作会议召开以来,我国停办二十多年的国内保
险行业开始复苏,随着改革开放步伐的迈进,中国保险行业步入了崭新的发展
时期,逐步开放的保险市场,使得国内保险公司得到快速发展,外资保险公司
也相聚在华获批开业,尤其从 2001 年 12 月 11 日中国进入 WTO 以来,中国保
险业就踏上了更高层次、更高水平的发展道路。伴随保险市场体系不断完善、
国民收入水平不断提高、广大群众的保险意识不断增强、企业和居民的保险保
障需求逐渐旺盛,十六年来,中国保险市场保持业务稳定增长,规模逐步扩
大,尤其近十年的中国保险业原保费收入年均增速达到了 20%,厚积薄发地为
中国经济高速发展起到了保驾护航作用。如今保险机构群雄崛起,地区市场也
不再是一家独大,竞争压力逐渐凸显并将越发激烈,截至 2017 年 3 月全国共有
保险集团控股公司 12 家,财产保险公司共计 81 家,对于以经营财产保险为核
心的财产保险公司来说竞争压力更是明显。步入 2017 年财产保险面临二次车险
费改,电话销售渠道拥有的费率优势已被缩小,政策调整和市场变化倒逼各家
保险公司寻找出路,保险业面临的形势对保险公司创新能力提出了更高要求
在保险行业稳步发展呢的同时,近年来,科技发展突飞猛进,互联网技术
不断突破,科技的成果直接影响了大众生活的方方面面,互联网现已成为推动
经济发展和社会进步的重要基础,是大众创业、万众创新的新工具。当下的中
国,无论是偏远山区还是一线城市,都或多或少被互联网掀起的浪潮所波及,
传统金融企业也在随着互联网的深入而有所改变。从保险行业来看,互联网改
变了保险行业的贸易环境与发展方向,尤其受到互联网特性的影响,虚拟化、
电子化、信息透明化、直接化的促进下使得保险行业营销模式发生了彻底的转
变。因此在互联网下,互联网与保险的结合应运而生,进而催生了保险企业内
外部网络化的经营模式。201
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