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B保险公司微信公众号营销案例研究_MBA毕业论文DOC

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内容简介
B保险公司微信公众号营销案例研究
The Case Study on the Marketing of WeChat Official Account of
B Insurance Company
Abstract
Over the past decade, China's insurance industry is experiencing a period of rapid growth,
with the continuous enrichment of market organization and the rapid growth of premium
income. The insurance industry plays a very important role in China's financial system and
even in the whole national economy. With the increasingly fierce competition in the industry,
the insurance industry is indeed facing the subject of transformation, and the vigorous
development of the whole social science and technology. It is becoming one of the key factors
for the insurance industry to take off in the transformation.
WeChat is a popular online social software in recent years, which not only brings a lot of
convenience to people's life, but also provides a brand-new Internet marketing platform for
enterprises. Under the wave of digital development, the new generation of Chinese life
insurance companies, on behalf of B Insurance Company, speed up the pace of technological
and financial transformation, keep up with the development trend of the times and science and
technology, and actively explore. Try to build an online marketing system around Secom’s
official account, accelerate the transformation of services to digital, continuously promote the
upgrading of service concepts and models, constantly innovate online service items and
functions, and promote the continuous upgrading of the "service leading" strategy.
This thesis mainly discusses WeChat marketing in the insurance industry, from the
development of the whole industry to the specific situation of B insurance company, taking B
company to build WeChat official account self-media platform, and launching a series of
marketing measures as a case study, combined with the classic STP model of marketing and
the AISAS model with network marketing characteristics, discusses the key links and
long-term business strategy of WeChat official account marketing in insurance
industry. Focus on the combination of the five key contacts of the AISAS model, in B
company how to use WeChat official account to attract consumers' attention to the brand,
constantly stimulate consumer interest, guide consumers to conduct independent search on
products, promote consumer purchase action, stimulate consumers to share experience,
targeted in line with B insurance company's WeChat official account marketing optimization
strategy.
The research significance of this thesis is mainly reflected in the research on the practical
problems of WeChat official account marketing of B insurance company, and tries to put
- II -

大连理工大学专业学位硕士学位论文
forward solutions, focusing on the consumption behavior patterns of insurance consumer
groups on the Internet in the Internet era. And traditional insurance companies try to test the
Internet sales and the related marketing measures of WeChat official account. Hope to sort out
some ideas through the analysis and exploration of the existing problems of Company B,
provide some reference for the analysis of similar problems in the whole insurance industry,
and try to use some of the solutions mentioned in this thesis in practical work. Follow the
change and development of the WeChat official account of B insurance company
continuously.
Key Words:Insurance company; WeChat official account marketing; AISAS model
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B保险公司微信公众号营销案例研究
目录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论.............................................................................................................................. 1
1.1 研究背景........................................................................................................... 1
1.2 研究意义........................................................................................................... 2
1.3 研究方法........................................................................................................... 2
2 案例正文...................................................................................................................... 4
2.1 B公司介绍 ....................................................................................................... 4
2.1.1 整体概况................................................................................................ 4
2.1.2 创新发展................................................................................................ 5
2.2 B保险公司外部环境 ....................................................................................... 6
2.2.1 保险行业营销背景................................................................................ 6
2.2.2 保险行业微信营销现状........................................................................ 8
2.2.3 竞争对手分析........................................................................................ 9
2.2.4 客户分析.............................................................................................. 11
2.3 B公司微信公众号营销现状 ......................................................................... 13
2.3.1 B公司微信公众号建立及发展 .......................................................... 13
2.3.2 B公司微信公众号营销情况 .............................................................. 14
2.4 B保险公司微信公众号营销困境 ................................................................. 15
2.4.1 线上线下各自为政.............................................................................. 15
2.4.2 沉睡客户难以唤醒.............................................................................. 16
2.4.3 百万粉丝如何变现.............................................................................. 17
3 案例分析.................................................................................................................... 18
3.1 基础理论......................................................................................................... 18
3.1.1 STP理论.............................................................................................. 18
3.1.2 AISAS模型 ......................................................................................... 18
3.2 B公司的 STP分析 ........................................................................................ 20
3.2.1 市场细分.............................................................................................. 20
3.2.2 目标市场选择...................................................................................... 22
3.2.3 市场定位.............................................................................................. 23
3.3 B公司微信公众号营销的 AISAS分析........................................................ 23
- IV -
。。。以下略