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MBA论文_太平财险S分公司电子商务发展问题研究

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文本描述
目录
目录
摘要...............................................................................................................................................................I
英文摘要 ................................................................................................................................................... III
1引言..........................................................................................................................................................1
1.1研究背景 ..........................................................................................................................................1
1.2研究目的和意义 .............................................................................................................................1
1.2.1研究目的 .................................................................................................................................. 1
1.2.2研究意义 .................................................................................................................................. 2
1.3国内外研究现状 .............................................................................................................................2
1.3.1国外研究现状 ..........................................................................................................................2
1.3.2国内研究现状 ..........................................................................................................................4
1.3.3研究评述 .................................................................................................................................. 5
1.4研究内容与方法 .............................................................................................................................6
1.4.1研究内容 .................................................................................................................................. 6
1.4.2研究方法 .................................................................................................................................. 6
1.4.3研究技术路线 ..........................................................................................................................7
2相关概念界定与理论基础 ....................................................................................................................8
2.1相关概念界定 ................................................................................................................................. 8
2.1.1电子商务 .................................................................................................................................. 8
2.1.2保险电子商务 ..........................................................................................................................8
2.1.3保险电子商务特点 ..................................................................................................................8
2.2理论基础 .........................................................................................................................................10
2.2.1 4P营销理论 ............................................................................................................................10
2.2.2网络营销理论 ........................................................................................................................11
2.3本章小结 ........................................................................................................................................11
3太平财险 S分公司电子商务发展现状 ............................................................................................ 12
3.1太平财险 S分公司介绍 ..............................................................................................................12
3.2太平财险 S分公司电子商务业务现状 .....................................................................................12
3.2.1 S分公司电子商务业务发展历程 ........................................................................................12
3.2.2 S分公司电子商务业务模式 ................................................................................................ 14
3.2.3 S分公司电子商务业务满意度调查 ....................................................................................16
3.3本章小结 ........................................................................................................................................22
4太平财险 S分公司电子商务发展中存在的问题 ........................................................................... 23
4.1互联网销售过多倾斜于家财险和机动车险等短期险种 ....................................................... 23
4.2公司独特的财险优势在线上业务中未得到良好推广 ............................................................24
4.3客户自助理赔等线上配套服务未深入研发 .............................................................................25
I

东北农业大学工商管理硕士学位论文
4.4电子商务网站的信息安全维护手段过于依赖防火墙 ............................................................26
4.5对小程序和掌上 APP等移动客户端销售渠道重视程度不够 ..............................................27
4.6本章小结 ........................................................................................................................................27
5太平财险 S分公司电子商务 SWOT分析.......................................................................................28
5.1优势分析 ........................................................................................................................................28
5.1.1企业品牌价值较高 ............................................................................................................... 28
5.1.2保险电子商务平台建设基础良好 ......................................................................................28
5.1.3内部监管体系较为完备 .......................................................................................................28
5.2劣势分析 ........................................................................................................................................29
5.2.1电子商务产品的个性化辨识度有待提高 ......................................................................... 29
5.2.2电子商务保险的产品代理人专业技能不够精炼 .............................................................29
5.3机会分析 ........................................................................................................................................30
5.3.1互联网发展为保险电子商务提供创新动能 .....................................................................30
5.3.2政府支持为保险电子商务提供方向引领 ......................................................................... 30
5.3.3金融科技为保险电子商务提供技术支撑 ......................................................................... 30
5.4威胁分析 ........................................................................................................................................31
5.4.1需求端消费理念与保险思维差别较大 ..............................................................................31
5.4.2保险道德风险问题长存 .......................................................................................................31
5.4.3互联网交易中数据泄露风险日渐呈现 ..............................................................................31
5.5本章小结 ........................................................................................................................................31
6太平财险 S分公司电子商务发展对策建议 ....................................................................................33
6.1加大非车险类线上产品研发力度 ............................................................................................. 33
6.2以“财险优势 +移动电子商务平台 ”吸引更多客户 .................................................................. 33
6.3提高在线投保和自助理赔等线上配套服务水平 ....................................................................34
6.4利用大数据和区块链等技术充分保障信息安全 ....................................................................35
6.5重视移动客户端以挖掘互联网高频用户等潜在客户源 ....................................................... 35
6.6本章小结 ........................................................................................................................................36
7结论........................................................................................................................................................37
致谢............................................................................................................................................................38
参考文献 ................................................................................................................................................... 39
附录............................................................................................................................................................39
II

CONTENT
CONTENTS
Abstract in Chinese...................................................................................................................................I
Abstract .................................................................................................................................................... III
1 Introduction ............................................................................................................................................1
1.1 Research background.......................................................................................................................1
1.2 Research objective and significance...............................................................................................1
1.2.1 Research purpose......................................................................................................................1
1.2.2 Research significance...............................................................................................................2
1.3 Research status at home and abroad...............................................................................................2
1.3.1 Research status abroad............................................................................................................. 2
1.3.2 Domestic research status..........................................................................................................4
1.3.3 Research review........................................................................................................................5
1.4 Research contents and methods...................................................................................................... 6
1.4.1 Research contents..................................................................................................................... 6
1.4.2 Research methods..................................................................................................................... 6
1.4.3 Research Technology Roadmap...............................................................................................7
2 Definition of related concepts and theoretical basis....................................................................... 8
2.1 Definition of related concepts.........................................................................................................8
2.1.1 E-commerc.................................................................................................................................8
2.1.2 Insurance e-commerce..............................................................................................................8
2.1.3 Characteristics of insurance e-commerce...............................................................................8
2.2 Theoretical basis.............................................................................................................................10
2.2.1 4P marketing theory................................................................................................................10
2.2.2 Network marketing theory..................................................................................................... 11
2.3 Summary......................................................................................................................................... 11
3 E-commerce development status of Taiping property insurance S branch..............................12
3.1 Introduction to Taiping property insurance S branch.................................................................12
3.2 Current situation of e-commerce business of Taiping property insurance S branch............... 12
3.2.1 E-commerce business development process of S branch................................................... 12
3.2.2 E-commerce business model of S branch.............................................................................14
3.2.3 E-commerce business satisfaction survey of S branch....................................................... 16
3.3 Summary......................................................................................................................................... 22
4 Problems in e-commerce development of Taiping property insurance S branch....................23
4.1 Internet sales are too much inclined to short-term insurance types..........................................23
4.2 Advantagesofthe company's property insurancehave notbeen well promoted in itsonlinebusiness....24
4.3 Onlinesupportingservicessuchascustomerself-serviceclaimsettlementhavenotbeendeeplydeveloped......25
4.4 Information security maintenance means of e-commerce websites rely too much on firewalls......26
4.5 Insufficient attention is paid to mobile client sales channels.................................................... 27
III
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