I 摘要 互联网的快速发展，改变了公众的生活方式，也颠覆了传统业务营销渠道。 网络保险营销渠道作为新型的保险购买途径，具有高效性和便捷性的特点，已成 为保险行业重要的营销渠道之一，在现行情况下，网络报销销售渠道还不能取代 传统的保险销售渠道，只能作为有益的补充和拓展。PA保险公司作为我国保险 行业内领先的大型集团公司，在我国保险行业内的中不论是市场份额还是业务体 系都拥有绝对的话语权。随着中国保险业的发展其传统保险业务一直稳定的快速 增长，但是近几年公司开始发展的网络保险业务，却没有因为互联网客户数量逐 年增多，而没有出现大幅的增长。在市场竞争压力不断增大的情况下，如何借助 互联网的优势快速提升网络保险营销业务，打造公司新的核心竞争力，是PA保 险公司在未来一段时间中需要解决的难题。 本文以PA保险公司在网络营销渠道发展为例，概述了国内外相关专家的研 究理论，阐述了人寿保险和网络营销渠道的概念，分析了我国寿险销售渠道的种 类及功能。本文通过个案研究，发现我国网络保险销售渠道管理存在着网络营销 渠道整合机制不健全、渠道间冲突严重和渠道激励机制不完善等问题，设计了基 于互联网环境下以网络营销渠道拓展、网络营销渠道拓展整合、网络营销渠道拓 展整合冲突管理和网络营销渠道激励等解决方案，提出了加强产品能力创新、优 化客户体验、提升服务能力、提高客户忠诚度等措施确保策略的实施。 关 键 词：互联网；人寿保险；网络营销；营销渠道 论文类型：应用类 选题来源：其他 ABSTRACT II ABSTRACT The rapid development of Internet has changed the public's life style, and also subverted the traditional business marketing channel. As a new type of insurance purchase channel, the network insurance marketing channel has become one of the important marketing channels in the insurance industry, with the characteristics of high efficiency and convenience The network reimbursement sales channel can not replace the traditional insurance sales channel, but can only serve as a useful supplement and expansion. PA Insurance Company, as a leading large group company in China's insurance industry, has the absolute right to speak in both market share and business system. With the development of China's insurance industry, its traditional insurance business has been growing steadily and rapidly. However, in recent years, the online insurance business that the company has started to develop has not increased year by year because of the number of Internet customers Without a big increase. With the increasing competitive pressure in the market, how to use the advantages of the Internet to promote the online insurance marketing business and build a new core competitiveness of the company is a difficult problem that PA insurance company needs to solve in the future. Taking the development of PA insurance company's network marketing channel as an example, this paper summarizes the research theories of relevant experts at home and abroad, expounds the concepts of life insurance and network marketing channel, and analyzes the types and functions of life insurance marketing channels in China. Based on the case study, this paper finds that there are some problems in the marketing channel management of China's network insurance, such as imperfect integration mechanism of network marketing channels, serious conflicts among channels and imperfect incentive mechanism of channels. It designs the integrated conflict management and incentive mechanism of network marketing channel expansion, network marketing channel expansion and integration, network marketing channel expansion and integration based on the Internet environment The solutions include strengthening product capability innovation, optimizing customer experience, improving service capability and improving customer loyalty. KEY WORDS: Internet; Life insurance; Online marketing; Marketing channels ABSTRACT III Dissertation type: Research Category Subject source: Other 目录 IV 目 录 第一章 绪 论 ............................................. 1 第一节 研究背景 ........................................................................................................ 1 第二节 研究的目的和意义 ........................................................................................ 3 一、研究目的 .......................................................................................................... 3 二、研究意义 .......................................................................................................... 4 第三节 国内外研究现状 ............................................................................................ 5 一、国外研究现状 .................................................................................................. 5 二、国内研究现状 .................................................................................................. 6 第四节 研究思路与方法 ............................................................................................ 7 一、研究思路 .......................................................................................................... 7 二、研究方法 .......................................................................................................... 7 第五节 研究内容 ........................................................................................................ 8 第二章 寿险网络营销渠道理论概述 .......................... 9 第一节 人寿保险概念及分类 .................................................................................... 9 一、定期寿险 .......................................................................................................... 9 二、终身寿险 .......................................................................................................... 9 三、生死两全保险 .................................................................................................. 9 四、养老保险 .......................................................................................................... 9 第二节 网络营销渠道概述 ...................................................................................... 10 一、寿险网络营销的概念 .................................................................................... 10 二、寿险网络营销模式 ........................................................................................ 10 三、寿险网络渠道基本特征 ................................................................................ 10 第三节 寿险网络营销渠道的功能 .......................................................................... 12 一、提供创新的销售服务 .................................................................................... 12 二、提供保险信息的时政热点 ............................................................................ 12 三、提供适应客户需求的服务 ............................................................................ 12 四、提供在线投保服务 ........................................................................................ 12 五、提供在线理赔服务 ........................................................................................ 12 六、提供在线交流服务 ........................................................................................ 12 第四节 寿险网络营销渠道的实现方式 .................................................................. 13 目录 V 第三章PA寿险网络营销渠道的发展现状及存在问题 ........... 14 第一节 公司简介 ...................................................................................................... 14 第二节 PA现有寿险营销渠道 ................................................................................ 15 第三节 PA保险公司网络营销渠道的问题 ............................................................ 18 一、网络营销渠道的拓展 .................................................................................... 19 二、网络营销渠道的整合 .................................................................................... 19 三、网络营销渠道的冲突 .................................................................................... 20 四、网络营销渠道的激励 .................................................................................... 21 第四章 网络营销渠道发展策略 .............................