R企业保险直播营销的问题与对策研究
摘要：2020年全球爆发新型冠状肺炎，很多大型保险企业都感受到
压力，如平安财险在全国大部分城市关闭了所有线下营业厅，完全
转战线上市场。有了美妆、服饰行业直播营销的经验，保险企业纷
纷开始线上布局，企图寻找新的营销场景。
本文对保险直播营销模式进行了研究：（1）通过研究保险行业
和目前直播平台现状，分析了直播的运营规则，探讨保险直播营销
与传统营销方式的区别；（2）采用 SWOT理论和 STP战略研究，对
R企业优劣势、机遇和威胁进行分析，分析出其直播营销的战略；
（3）是根据行业经验，和拉斯维尔 5W模型设计了《保险直播营销
对受众消费态度影响因素分析调查问卷》，收集了 415份消费者对保
险直播营销“带货”的态度数据，结合 AISAS模式，得出了 R企业直
播营销中面临的问题和原因；（4）根据以上研究对 R企业提出意见
建议，包括对传播者、传播内容、传播渠道及其他的建议。再结合
“十四五”时期保险行业应牢牢把握新发展理念带来的机遇与挑战，
对保险行业未来直播营销进行了深入思考。最终得出结论，保险直
播营销将在未来有进一步的发展。
关键词：保险；直播营销，5W模型，AISAS模式
IV
Research on the Problems and Countermeasures of Live
Marketing of R Enterprise Insurance
Zhao Wenwen (MBA)
Directed by Li Pengcheng
Abstract: In 2020, a new type of coronary pneumonia broke out in
the world,many large insurance companies felt the pressure. For example,
Ping An Property Insurance closed all offline business halls in most cities
across the country, completely switched to the online market. With the
experience of live marketing in the beauty and apparel industries, insurance
companies have started online layout in an attempt to find new marketing
scenarios.
This paper studies the insurance live marketing model: First, by
studying the insurance industry and the current situation of live broadcast
platform, it analyzes the operating rules of live broadcast to discussing the
difference between insurance live marketing and traditional marketing
methods; Secondly, SWOT theory and STP strategy research are used to
analyze the strengths, weaknesses, opportunities and threats of enterprise,
and live marketing strategy; Thirdly, according to the industry experience
and Lasville5W model, wedesigned theQuestionnaire to analyze
InfluencingFactorsofLiveInsuranceMarketingonAudience's
Consumption Attitude, collected 415 data of consumers' attitude towards
Live Insurance Marketing "bringing goods", and combined with AISAS
Model, we gotthe problems faced by LiveInsurance Marketing in
enterprise. Fourth,according to theabove research, itputs forward
suggestionstoenterprises,includingsuggestionstodisseminators,
contents, channels andothers. Combined with theopportunities and
VI