重庆理工大学
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摘要
摘要
随着保险业的不断发展壮大和市场需求的不断扩张，保险中介应运而生，在国家
提倡“产销分离”的理念下发展壮大，它是保险业精细分工的结果，它的出现必将推
动整个保险业的发展。近些年来，互联网技术日新月异，各类移动智能终端的普及，
以及移动互联网的不断完善，我国全面进入了“互联网+”时代。目前，保险行业发
展模式从原有的粗放式向现有的精细化转变，科技创新极大地促进保险行业的可持续
发展。所以，保险行业与互联网相结合的营销是新的营销策略，也是未来保险行业发
展的大趋势。
Z保险中介公司是重庆本地的一个中小型企业，作为独立于保险公司与客户之外
的第三方公司，主要根据客户的保险需求，提供全套完善的健康险、寿险、医疗险、
意外险、财产险等保险规划方案，并提供多家保险公司产品供客户选择，为客户提供
完善的保险产品介绍、分析、答疑、投保、理赔等全面长期的服务。
自 2019年底新冠疫情的突然爆发以来，各家保险公司业务增长均面临压力，保
险销售人员收入受到了严重影响。Z保险中介公司通过互联网销售保险产品，主要还
停留在依靠微信朋友圈、微信群推广的初级模式，存在公司品牌知名度不高、客户认
可度不够、获客渠道单一等问题。
针对新冠疫情下 Z保险中介公司网络营销的现状问题，提出了适合 Z保险中介
公司的互联网营销策略。在现有 Z保险中介公司互联网营销策略基础上，结合当下最
新、最热门的互联网平台推广方法，深度挖掘以 80、90后保险消费主力军的兴趣爱
好，吸取其他行业互联网营销的宝贵经验，树立行业专家个人品牌，引流线上客户，
把客户需求转换为线下公司业绩，创新一套适合 Z保险中介公司的互联网营销策略，
从而达到实现公司业绩增长的目的。
关键词：保险中介公司；网络营销；营销策略
I

Abstract
Abstract
With the continuous and steady development of the insurance industry and the
continuous growth of the insurance industry market demand, insurance intermediary came
into being. It developed and expanded under The core concept of "separation of production
and production" marketing" advocated by the state. It is the result of the fine division of
labor in the insurance industry, and its emergence will promote the development of the
whole insurance industry. In recent years, with the continuous development of Internet
technology, the popularization of mobile intelligent terminals and the continuous
improvement of mobile Internet, China has entered"Internet technology +" period. At
present, the development model of the insurance industry has changed from the original
extensive to the existing fine. Scientific and technological innovation has greatly promoted
the sustainable development of the insurance industry. Therefore, the combination of
insurance industry and Internet marketing is a new marketing strategy, and it is also the
general trend of the Advances in the insurance industry in the future.
Z insurance intermediary company is a small and medium-sized enterprise in
Chongqing. As a third-party company independent of insurance companies and customers,
it mainly provides a complete set of insurance planning schemes such as health insurance,
life insurance, medical insurance, accident insurance and property insurance according to
customers' insurance needs, and provides customers with a number of insurance company
products for selection, providing customers with perfect insurance product introduction,
analysis, Q & A, insurance Comprehensive and long-term services such as claim
settlement.
Since the outbreak of the epidemic COVID-19 at the end of 2019, the growth of
insurance companies has been under pressure, and the income of insurance salesmen has
been seriously affected. Z insurance intermediary company sells insurance products
through the Internet. It mainly stays in the primary mode of relying on wechat circle of
friends and wechat group promotion. There are some problems such as low brand
awareness, insufficient customer recognition, single customer channel and so on.
Aiming at the current situation of network marketing of COVID-19 Z insurance
intermediary company, a new Internet marketing strategy suitable for Z insurance
intermediary company is clearly presented. according to existing Internet marketing
strategy of Z insurance intermediary company, combined with the latest and most popular
III
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