：随着互联网+时代的到来，人们的工作和生活方式发生了很大 的改变，依托于互联网平台的新型营销模式也在迅速发展，各大企业 都希望利用新型营销模式在行业竞争中寻求突破、占据领先地位。伴 随着4G的普及、5G的试点，以及智能手机的广泛应用，移动互联网 的讯息使用份额在互联网总份额中的占比越来越重。其中，随着微信 平台的快速推广、不断升级、功能完善，微信的用户使用量裂变式快 速累积。顺应着，微信营销也成为我国时下最火的一种销售方式，各 行各业均看中了微信平台集聚的巨量纯终端用户，竞相试水甚至大力 推行使用微信营销模式。然而，相对于许多企业和个体户而言，他们 对微信营销的认知度和了解度并不高；部分管理者对微信营销缺乏全 方位的、系统的调查分析，使其在使用微信营销工具后，所获得的收 益与期望值相差甚远。 本文以营销理论和保险行业营销现状为基础，对合众人寿的市场 营销现状和当前营销手段的局限性进行探讨，同时概述了保险营销和 微信营销的相关理论；然后对合众人寿开展微信营销的必要性和可行 性做了简要的分析，对合众人寿开展微信营销的具体实施细节进行了 阐述，对合众人寿实施微信营销后出现的问题进行了归纳，并采用问 卷调查的方法对合众人寿公司在微信营销方面出现的问题进行数据 化分析，最后在量化分析的基础上完善并优化符合合众人寿公司实际 情况的微信营销策略，以及未来发展战略可执行的落地措施等等。 II 本文以合众人寿为例，通过对合众人寿的营销现状调查分析找出 当前微信营销在保险公司面临的主要问题及成因，并提出实施微信营 销的对策。希望通过此次的论文撰写，能够对合众人寿公司营销能力 有所持续提高，对进一步提高公司市场竞争力有所帮助，进而改变合 众人寿在保险行业的市场地位；同时对其它保险企业实施微信营销也 提供一定的参考价值，对其他行业的企业选择微信营销提供有效的分 析方法、过程监管、优化措施等等。 关键词：合众人寿；微信营销；优劣势分析 III RESEARCH ON WECHAT MARKETING PROBLEMS AND STRATEGY OF UNION LIFE INSURANCE COMPANY Dawei Chen (MBA) Directed by Hanlong Xiao Abstract ：With the advent of the Internet plus era, people's work and lifestyle have changed a lot. The new marketing mode based on the Internet platform is developing rapidly. All enterprises hope to use the Internet platform to occupy a leading position in the industry competition. Marketing has become the most popular way of promotion in our country. However, compared with many enterprises and self-employed individuals, their awareness and understanding of marketing are not high. Some managers lack comprehensive and systematic investigation and understanding of the marketing, so that the benefits and expectations obtained after making use of marketing tools are far from expected. Based on the marketing theory and the current situation of the insurance industry, this paper discusses the marketing status quo of the union life insurance company and the limitations of the current marketing methods, and outlines the relevant theories of the marketing theory and the insurance marketing, and then makes an in-depth analysis of the necessity and feasibility of the development of the company's marketing. There are many problems in marketing, and on this basis, we design a marketing strategy that is in line with the actual situation of union life insurance company. Taking United life insurance as an example, this paper finds out the main problems and causes of current marketing by investigating and analyzing the marketing status quo of union life insurance, and puts forward IV countermeasures for implementing the marketing strategy. I hope that through this paper writing, we can improve the marketing ability of Joint Life Company, and help to further improve the company's market competitiveness. At the same time, it also provides some reference value for other insurance companies to implement WeChat marketing. Keywords ：Unionlife Insurance Company ; WeChat marketing ; Advantage and disadvantage analysis 目 录 摘要..........................................................I Abstract....................................................III 第1章 绪论...................................................1 1.1 研究背景及意义.........................................1 1.1.1 研究背景..........................................1 1.1.2 研究意义..........................................2 1.2 国内外研究综述.........................................3 1.2.1 国外研究综述......................................3 1.2.2 国内研究综述......................................4 1.2.3 研究评述..........................................5 1.3 研究内容与方法..........................................6 1.3.1 研究内容..........................................6 1.3.2 研究方法..........................................6 1.4 本章小结................................................7 第2章 微信营销相关概念及理论基础.............................9 2.1 微信营销相关概念........................................9 2.1.1 微信简介..........................................9 2.1.2 微信营销的涵义...................................10 2.1.3 微信营销的特点...................................10 2.1.4 微信营销的模式...................................11 2.1.5 微信营销与传统营销方式的对比.....................12 2.1.6 微信营销的优劣势分析.............................13 2.2 微信营销理论...........................................14 2.2.1 4C营销理论......................................14 2.2.2 4R营销理论......................................14 2.2.3 消费者购买决策理论...............................15 2.3 本章小结...............................................15 第3章 合众人寿公司概况、营销现状、微信营销的实施............17 3.1 合众人寿公司概况.......................................17 3.1.1 公司概况.........................................17 3.1.2 公司组织架构.....................................17 3.2 合众人寿营销现状......................................18 3.2.1 合众人寿线下营销.................................18 3.2.2 合众人寿互联网营销现状...........................21 3.3 合众人寿微信营销的实施.................................21 3.3.1 合众人寿微信营销的背景...........................21 3.3.2 合众人寿开展微信营销的可行性分析.................22 3.3.3 合众人寿开展微信营销的必要性分析.................24 3.3.4 合众人寿微信营销的模式...........................25 3.3.5 合众人寿微信营销策略.............................26 3.3.6 合众人寿微信营销取得的成效.......................27 3.4 本章小结...............................................28 第4章 合众人寿微信营销出现的问题及分析......................29 4.1 合众人寿微信营销出现的主要问题.........................29 4.2 合众人寿微信营销问卷调查分析...........................29 4.2.1 微信营销情况调查问卷设计.........................29 4.2.2 调查问卷的发放和回收.............................30 4.2.3 调查问卷的信度与效度分析.........................30 4.2.4 调查问卷样本个人信息的统计分析...................32 4.3 基于问卷调查统计结果的合众人寿微信营销问题分析.........32 4.3.1 微信产品开发创新不足.............................32 4.3.2 微信营销渠道狭窄.................................34 4.3.3 微信营销线上客户满意度低.........................35 4.3.4 微信营销管理混乱.................................37 4.3.5 微信营销平台建设专业技术水平有待提高.............38 第5章 合众人寿实施微信营销的对策............................41 5.1 加强公司产品研发创新能力...............................41 5.1.1 研发创新产品提高产品竞争力.......................41 5.1.2根据消费者需求不断升级产品.......................41 5.2 丰富微信营销渠道提高客户关注度.........................42 5.2.1 线上宣传和销售...................................42 5.2.2 开发微信小程序...................................42 5.2.3邀请新老客户关注微信公众平台.....................42 5.2.4 线上线下同步营销.................................43 5.2.5 策划活动提高品牌关注度...........................43 5.3 重视微信平台客户服务管理提高客户满意度.................44 5.3.1 设置微信公众平台自助问答服务.....................44 5.3.2 产品销售服务.....................................44 5.3.3 售后服务.........................................44 5.4 注重微信用户数据分析和微信营销体系完善.................45 5.4.1 注重微信用户数据的管理和应用.....................45 5.4.2执行体系的完善...................................45 5.4.3 保障体系的完善...................