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论文编号：	13404
作者编号：	2320180663
上传时间：	2022/6/14 20:04:01
中文题目：	HK人寿网络营销策略研究
英文题目：	Research on the Internet Marketing Strategies of HK Life Insurance Company
指导老师：	张国萍副教授
中文关键字：	网络营销；互联网保险；营销策略；HK人寿
英文关键字：	Internet marketing;Internet insurance;marketing strategy; HK Life
中文摘要：	互联网与保险行业融合日益加深，也对保险业的营销模式带来了一些挑战。在移动互联时代，保险业较为关注如何借助互联网的优势，推动保险业务的数字化转型。由于互联网本身的实时高效、透明、减少了保险业务中不必要的中间环节，也成为保险公司的营销策略强有力的抓手。正是在“互联网+”这一大的环境背景下，我国保险公司与互联网的有机结合已成为必然，互联网保险业务近年来增长趋势明显，业务规模占比不断提升。如何充分利用互联网进行营销有着较强的实际研究意义。本文以 HK人寿为案例进行分析，深入研究了保险公司在开展网络营销时可以采用的营销优化策略，以期对我国保险行业的在未来的网络营销过程中更好地运用互联网手段发展自身提供一定的借鉴意义。 本文首先采用了理论分析方法。先介绍了互联网环境下互联网保险的发展现状与趋势、保险公司营销的研究背景和研究意义；然后便对互联网保险营销理论以及有关定义做了进一步解释，回顾了经典营销理论，最后对国内外有关互联网保险的研究做了一定的分析比对； 其次借助案例研究，深入剖析互联网保险营销策略。选取互联网保险业务较为突出的HK人寿作为分析案例。第一步，对HK人寿目前的营销模式进行介绍，综述其当前采用的网络营销手段；第二步，对HK人寿发展现状进行了分析，着重通过PEST模型分析了开展保险网络营销的政治环境、经济环境、社会环境和技术环境，总结出互联网保险发展存在的若干问题；第三步，通过深入的 SWOT 分析，发现HK人寿在开展网络营销中存在的优劣势及机遇和挑战，总结出其网络营销存在的问题。 再次，对该公司网络营销工作提出了优化建议，综合经典营销理论及口碑营销理论，以STP营销战略理论、4P组合策略以及5T原则等理论框架为基础，提出了市场定位、营销组合策略的优化建议。 最后，对前文提出的优化策略，进一步从组织机构、信息技术及资源等三个方面提出了实施保障措施，并围绕产品、人才、渠道及合规等工作，对保险公司网络营销策略提出建议。
英文摘要：	The increasing integration of the Internet and the insurance industry has also brought some challenges to the marketing model of the insurance industry. In the era of mobile internet, the insurance industry pays more attention to how to use the advantages of the Internet to promote the digital transformation of insurance business. Due to the real-time efficiency and transparency of the Internet itself, it reduces unnecessary intermediate links in the insurance business, and it has also become a powerful starting point for insurance companies' marketing strategies. It is in the context of the "Internet +" environment that the organic integration of insurance companies in China with the Internet has become inevitable. The Internet insurance business has grown significantly in recent years, and the proportion of business scale has continued to increase. How to make full use of the Internet for marketing has strong practical research significance. This article uses HK Life as a case to analyze, and in-depth study the marketing optimization strategies that insurance companies can use when developing Internet marketing, in order to provide a certain degree of development for China’s insurance industry in the future Internet marketing process. Reference meaning. This article first adopts the theoretical analysis method. First introduces the development status and trends of Internet insurance under the Internet environment, the research background and research significance of insurance company marketing; then further explains the Internet insurance marketing theory and related definitions, reviews classic marketing theories, and provides relevant information at home and abroad Internet insurance research has done a certain analysis and comparison; secondly, it analyzed the development status of domestic and foreign insurance industry, focusing on analyzing the political environment, economic environment, social environment and technical environment of China’s Internet insurance development through the PEST model, and summarized Some problems existing in the current development of domestic Internet insurance; Secondly, with the help of case studies, in-depth analysis of Internet insurance marketing strategies. Select HK Life, which is more prominent in internet insurance business, as an analysis case. The first step is to introduce HK Life's current marketing model, and summarize its current Internet marketing methods; the second step, through in-depth SWOT analysis, discover the advantages and disadvantages, opportunities and challenges of HK Life in its online marketing; The third step is to optimize the company's strategy in the Internet marketing process, integrate classical marketing theory knowledge, and propose solutions from three aspects: customer needs, data use, and how to increase the frequency of interaction through the theoretical framework of Internet marketing, and Focusing on products, talents, channels and compliance, etc., provide suggestions for insurance companies' Internet marketing strategies.
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