摘
要
互联网为保险行业的发展带来了变革，加之人们对健康关注度的日益提升，人寿
保险得到了前所未有的关注度，也颠覆了传统保险行业的营销模式。在互联网视域下，
保险行业既面临着广阔的发展前景，也面临着准入壁垒有所降低、营销模式发生转变
等方面的挑战，无论是大型国有保险公司还是民营保险公司，都必须洞察到互联网对
保险营销所产生的影响，并制定富有针对性、创新性的营销模式，以此才能获得长远
发展。
太平洋人寿保险作为上市公司，在保险领域占据了重要的市场份额，并建立了覆
盖全国的营销网络体系，为千万客户提供了身体健康支持和理财方式。不过在复杂多
变的商业环境下，太平洋人寿保险业务也受到了激烈的市场竞争。尤其是以太平洋人
寿 HN分公司为主的内地市场，受到了民营资本和外资保险公司的威胁。为了实现太
平洋人寿 HN分公司营销模式的转型，本文运用文献资料法、案例分析法对互联网视
域下太平洋人寿 HN分公司营销模式转型问题展开了深入研究。
文章在梳理国内外研究现状，归纳企业竞争战略、波特价值链理论、聚合营销理
论等理论基础的基础上，对太平洋人寿 HN分公司营销模式的现状进行了深入研究。
研究表明：太平洋人寿 HN分公司在营销模式转型过程中面临的主要问题是对互联网
金融所带来的冲击准备不足；各渠道发展严重失衡；产品结构较为单一；专业性人才
匮乏；各渠道服务水平差异较大；外部营运体系平台搭建尚不成熟等。针对这些问题，
本文提出了富有针对性、建设性的改善策略，具体包括：1）利用大数据优势，增强同
业竞争力；2）多渠道与互联网融合，创建自销平台；3）加快产品创新和服务创新；4）
创新人才培育体系，引进专业化人才；5）加强监管力度，强化内控管理；6）加强外
部合作，培育资源合作网络营运体系；7)促进内部数字化转型，培育数字化营销理念。
本研究旨在帮助太平洋人寿 HN分公司与时俱进，实现产品与服务的升级，扩大市场
占有率。同时，也为我国其他类型的保险公司实现商业模式的转型和变革提供有益借
鉴。
关键词：互联网+；营销模式；保险营销；太平洋人寿；转型
Abstract
The Internet has brought changes to the development of the insurance industry.
Coupled with the increasing attention to health, life insurance has received unprecedented
attention and subverted the marketing model of the traditional insurance industry. From the
perspective of the Internet, the insurance industry is facing not only broad development
prospects,but alsochallenges suchasthe reductionofaccess barriersand the
transformation of marketing channels. Both large state-owned insurance companies and
private insurance companies must have an insight into the impact of the Internet on
insurance marketing and formulate targeted and innovative marketing models in order to
achieve long-term development.
As a listed company, Pacific Life has occupied an important market share in the
insurance field, and has established a marketing network system covering the whole country,
providing ways of health support and financial management for tens of millions of
customers.However, in the complex and volatile business environment, the Pacific life
insurance business is also under fierce market competition.Especially the mainland market,
mainly withHenan branch, isthreatened by privatecapital and foreigninsurance
companies.In order to realize the transformation of the marketing model of Pacific Life
Henan Branch, this paper conducted an in-depth research on the transformation of the
marketing model of Pacific Life Henan Branch under the Internet horizon through the
literature data method, case analysis method, comparative analysis method and other
research methods.
On the premise of sorting outthe research situation at home and abroad and
summarizing the theoretical basis of enterprise competition strategy, Porter value chain
theory and aggregate marketing theory, the marketing situation of Pacific Life Henan
Branch.The study shows that the main problem in the marketing model of Pacific Life
Henan Branch is insufficient preparation for the impact of Internet finance; based on the
internal and external competition environment of Pacific Life Henan Branch and Internet
developmenttrends, including:1)makefull useofbigdata,enhance industry