随着互联网保险逐渐显露出其在流量场景中快速占领市场的优势，发挥互联网保 险的小额、高频、碎片化特点，越来越多的传统保险公司在寻求互联网化的转型，以 适应移动互联网时代不断发展的保险产品创新的需求。作为互联网保险企业，创新产 品的诞生面临着诸多尚未解决的市场营销问题，使保险产品的长期发展存在不确定 性。因此，完善场景化创新的互联网保险产品的服务，建立完整的营销解决方案，对 互联网保险公司未来的发展具有重要意义。 本论文以Z公司互联网酒店取消险为例，通过4Cs顾客价值理论和保险的不对称 信息理论，系统的研究了该险种的营销策略，并运用PEST模型和企业价值链模型分 别分析了企业外部和内部环境的影响。本文将4Cs理论运用到创新型互联网保险产品 的营销策略中，不仅将顾客、成本、便利、沟通结合到实际酒店取消险产品的营销手 段中，同时结合产品风控、核保核赔以及客户服务等方式，充分发挥出Z公司互联网 酒店取消险产品的营销策略优势，保障产品长期可持续的正常运转。本文为互联网酒 店取消险产品的市场营销策略提供了具体的案例参考，同时检验了顾客价值理论在保 险行业应用的普遍性。 关键词：酒店取消险；顾客价值理论；保险的信息不对称 III Abstract WithInternetinsurancegraduallyshowingitsadvantagesofrapidlyoccupyingthe marketinscenesandgivingfullplaytothecharacteristicsofsmallamount,highfrequency andfragmentationofInternetinsurance,moreandmoretraditionalinsurancecompaniesare seekingthetransformationofInternettoadapttothedemandforinnovationofinsurance productsintheeraofmobileInternet.AsanInternetinsuranceenterprise,thebirthof innovativeproductsfacesmanyunresolvedmarketingproblems,whichmakesthe long-termdevelopmentofinsuranceproductsuncertain.Therefore,itisofgreat significanceforthefuturedevelopmentofInternetinsurancecompaniestoimprovethe servicesofscene-basedandinnovativeinternetinsuranceproductsandestablishacomplete marketingsolution. Inthispaper,takingtheinternethotelcancelinginsuranceforZcompanyasan example,through4Cscustomervaluetheoryandasymmetricinformationtheoryof insurance,themarketingstrategyoftheinsuranceissystematicallystudied,andtheimpact ofexternalandinternalenvironmentoftheenterpriseisanalyzedbyusingPESTmodeland enterprisevaluechainmodelrespectively.Thispaperapplies4Cstheorytothemarketing strategyofinnovativeInternetinsuranceproducts.Itnotonlyintegratescustomers,cost, convenienceandcommunicationintothemarketingmethodsofactualhotelinsurance cancellationproducts,butalsocombinesproductriskcontrol,underwriting,compensation andcustomerservicetogivefullplaytothemarketingstrategyadvantagesofZcompany's internethotelcancelinginsuranceandensurethelong-termandsustainablenormal operationoftheproducts.Thisarticleprovidesapracticalcasereferenceforthemarketing strategyofinternethotelcancelinginsurance,andalsoteststheuniversalityofthe applicationofcustomervaluetheoryintheinsuranceindustry. Keywords：Internethotelcancelinginsurance;Customervaluetheory;Asymmetric information 目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract................................................................................................................................III 第1章绪论..........................................................................................................................1 1.1研究背景与研究意义..................................................................................................1 1.1.1研究背景...............................................................................................................1 1.1.2研究目的...............................................................................................................2 1.1.3研究意义...............................................................................................................3 1.2国内外研究现状..........................................................................................................3 1.2.1互联网保险行业发展相关研究...........................................................................3 1.2.2顾客价值理论研究...............................................................................................5 1.2.3酒店取消险相关研究............................................................................................8 1.2.4酒店取消险营销策略的相关研究........................................................................9 1.2.5国内外研究现状评述..........................................................................................10 1.3研究内容与研究框架................................................................................................10 1.3.1研究内容..............................................................................................................11 1.3.2研究框架..............................................................................................................12 1.4研究方法与创新........................................................................................................13 1.4.1研究方法..............................................................................................................13 1.4.2创新之处..............................................................................................................13 第2章Z公司互联网酒店取消险营销市场环境分析.....................................................14 2.1Z公司概况.................................................................................................................14 2.1.1公司简介.............................................................................................................14 2.1.2公司组织架构.....................................................................................................15 2.1.3公司经营情况.....................................................................................................16 2.2Z公司外部环境分析——PEST模型.......................................................................18 2.2.1政策环境因素.....................................................................................................18 2.2.2经济环境因素.....................................................................................................19 2.2.3社会环境因素.....................................................................................................20 2.2.4科技环境因素.....................................................................................................21 2.3Z公司内部环境分析——企业价值链模型.............................................................22 2.3.1产品研发阶段.....................................................................................................23 2.3.2需求确认阶段.....................................................................................................24 2.3.3技术开发阶段.....................................................................................................25 2.3.4产品销售阶段.....................................................................................................26 2.3.5售后客服阶段.....................................................................................................27 第3章Z公司互联网酒店取消险营销策略问题及原因分析.........................................29 3.1互联网酒店取消险产品现状....................................................................................29 3.1.1Z公司互联网酒店取消险市场合作情况..........................................................29 3.1.2Z公司互联网酒店取消险产品经营利润..........................................................30 3.2Z公司互联网酒店取消险营销策略问题.................................................................31 3.2.1顾客购买意愿低.................................................................................................32 3.2.2保险综合成本率高.............................................................................................33 3.2.3自动理赔的便利性差.........................................................................