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论文编号：	9518
作者编号：	2120152820
上传时间：	2017/12/6 22:45:42
中文题目：	基于大数据的泰康保险集团营销策略及其实施研究
英文题目：	Research on marketing strategy and implementation of Taikang Group Based on big data
指导老师：	郑琦
中文关键字：	大数据；定位理论；营销组合；保险
英文关键字：	Big data; Positioning theory; Marketing mix; Insurance
中文摘要：	我国保险业在经历了上世纪 90 年代至本世纪前十年的恢复发展时期之后， 目前已进入到飞速发展的黄金时期，保险公司数量和保费规模呈现巨大的增长 态势。另一方面，随着网络科技的快速发展和数据信息的广泛应用，以及移动 互联网在消费者中交互使用的日渐普及，基于“大数据”技术的市场营销模式 已经出现并得到了一定推广。 泰康保险集团股份有限公司作为全国第四大保险公司，通过遍布全国的 3900 个线下实体网络、线上互联网平台以及 60 万员工和营销员队伍，累计服 务客户规模已达 1.85 亿。泰康保险集团经过多年的业务积累，构建了完备的信 息系统，积累了丰富的业务数据和客户数据，并充分采用大数据挖掘的相关技 术，深入开发数据价值，针对消费者的个性化需求采用不同的销售渠道并提供 差异化的产品，实现公司保费和价值的增长。 本文基于现代营销的定位观点，介绍了基于大数据挖掘技术的营销的概念 与方法，并结合泰康保险集团目前的营销现状和存在的问题论述了该企业开展 基于大数据的营销策略的重要意义。通过对比分析，探讨基于大数据的营销策 略在保险公司的市场定位、产品设计、营销推广等工作中的作用，并论述了其 在组织架构调整、人员训练、信息系统应用等方面的具体实施保障。
英文摘要：	China's insurance industry has experienced in the last century in 90s to the first ten years of this century the development period, has entered into a golden period of rapid development, the number of insurance companies and insurance premium scale is huge growth. On the other hand, along with the extensive application of the rapid development of network technology and data information, the growing popularity of mobile Internet and interactive use among consumers, based on big data technology marketing model has emerged and got a promotion. Taikang Insurance Group Limited by Share Ltd as the fourth largest insurance company, through 3900 lines across the country under the physical network, online Internet platform and 600 thousand employees and marketing staff, customer service has accumulated scale 185 million. Taikang Insurance Group, after years of accumulation of business, construct the complete information system, accumulated a wealth of business data and customer data, and fully uses the technologies of data mining, in-depth development of the value of data, according to the individual needs of consumers with different sales channels and provide differentiated products, to achieve the company value and premium the growth of. In this paper, based on the viewpoint of modern marketing, introduces the concept and method of technology marketing based on large data mining, combined with the current situation of marketing of Taikang Insurance Group at present and the problems discussed the importance of enterprise marketing strategy based on big data. Through the comparative analysis, to explore large data marketing strategy based on market orientation, the insurance company's product design, marketing and other work, and discusses how to adjust organizational structure, personnel training, information system application and other aspects of the specific implementation of security.
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