摘要
摘要
在互联网经济迅猛发展的今天，保险作为金融板块不可或缺的一部分被越来
越多的人所重视。保险的网络营销与传统的线下营销可以形成很好的互补，且随
着移动支付飞速的发展，线上保险业务规模也将不断扩大。对于保险公司网络营
销策略的研究可以帮助企业在市场竞争日趋激烈的条件下，充分发挥新渠道优
势，抓住发展机遇和新的业务增长点。
GS保险公司河南分公司作为河南省的老牌险企，在传统的线下营销模式
中，依托于庞大的销售人员数量和公司专业的产品说明会，在河南市场占据了主
要的市场位置。跟随时代发展的脚步，公司也设立了网络营销渠道，但受传统销
售模式及内外部因素所影响，网销业务的发展较为缓慢。笔者作为 GS保险公司
河南分公司的一名员工，通过分析公司数据，借助 4p营销理论分析现行的网络
营销策略，同时制作问卷对客户需求进行调研，重点关注客户的意见及建议，针
对性的提出相应的优化解决方案。分析发现， GS保险公司河南分公司目前的网
络营销策略，受传统销售思维和公司考核制度的影响，存在组织架构重心偏移、
宣传模式单一、产品缺乏竞争力、营销队伍专业性不足及网络系统安全风险的问
题。在未来的发展中，需要更加重视客户需求，开展多元化媒体宣传，差异化定
价产品，优化销售队伍育成体系和提升系统安全性等方式提升网络营销渠道的服
务水平和业务质量。同时，虽然本文仅针对 GS保险公司河南分公司的网络营销
策略进行研究优化，但因为保险的网络营销在国内尚处于起步阶段，该方面的研
究也可以为业内其他公司提供一定的参考价值。
关键词：保险，网络营销，互联网，客户
论文类型：研究类论文
选题来源：自选课题
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ABSTRACT
ABSTRACT
With the rapid development of the Internet economy, insurance, as an
indispensable part of the financial sector, has attracted more and more attention.
Online insurance marketing and traditional offline marketing can form a good
complement, and with the rapid development of mobile payment, the scale of online
insurance business will continue to expand. The research on insurance companies'
network marketing strategy can help enterprises give full play to the advantages of
new channels and seize development opportunities and new business growth points
under the increasingly fierce market competition.
As an old insurance company in Henan Province, GS Insurance Company Henan
Branch occupies a major market position in Henan market by relying on the large
number of sales staff and the company's professional product briefings in the
traditional offline marketing mode. With the development of The Times, the company
also set up network marketing channels, but affected by the traditional sales model and
internal and external factors, the development of network marketing business is
relatively slow. As an employee of HENAN Branch of GS Insurance Company, the
author analyzed the current network marketing strategy by analyzing the company data
and using 4P marketing theory. Meanwhile, the author made questionnaires to
investigate customer needs, focused on customers' opinions and suggestions, and
proposed corresponding optimized solutions. The analysis shows that the current
network marketing strategy of GS Insurance Company Henan Branch is affected by
traditional sales thinking and company assessment system, and there are problems
such as shifting focus of organizational structure, single publicity mode, lack of
product competitiveness, lack of professional marketing team and network system
security risk. In the future development, it is necessary to pay more attention to
customer demand, carry out diversified media publicity, differentiated pricing products,
optimize the sales force cultivation system and improve system security to improve the
service level and business quality of online marketing channels. At the same time,
although this paper only studies and optimizes the network marketing strategy of GS
Insurance Company Henan Branch, because the network marketing of insurance is still
in its infancy in China, the research in this aspect can also provide certain reference
value for other companies in the industry.
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ABSTRACT
KEY WORDS: Insurance；Internet marketing；Internet；Customer
Dissertation type: Research essay
Subject source: Optional subjects
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