【作者】 许树仁；

【导师】 后锐；

【作者基本信息】 广东工业大学 ， 工商管理， 2012， 硕士

【摘要】 随着互联网不断发展和完善,科技与保险的融合,促使保险业认识到网络营销的重要性和紧迫性。保险公司实施网络营销,不但能方便客户,更能提高公司服务水平,提升公司业绩,对保险公司和客户双方来说是双赢的结果。本文从市场营销、保险营销、网络营销等理论入手,分析比较国内外保险营销的现状与发展趋势,再从CIC财险内外部因素影响方面,分析CIC财险实施网络营销的有利条件和不利因素,并针对CIC财险实施网络营销存在的问题,提出有针对性的对策和建议。通过研究发现,CIC财险实施网络营销具有必要性和可行性：网络营销是一种低成本、高效率、不受地域时空限制的新型营销方式,与传统营销渠道互为补充,有利于公司改进客户服务并建立品牌,变革客户资源管理方式,实现服务人性化。本文还开展了问卷调查的方式,研究影响实施保险网络营销的各种因素,针对CIC财险实施网络营销存在的实证研究不足、投入不够、网络营销基本运营模式尚未建立、网站建设刚起步等问题,应当采取以下对策：(1)探索B2C或B2B保险网络营销模式,推动网络营销与传统营销协同发展；(2)完善公司营销网站,建立人性化接触平台；(3)整合与改造业务流程,逐步实现销售、承保、理赔“三在线”原则,发挥网络优势；(4)加快网络营销人才培养,建立专业网络销售团队；(5)加快信息开发与强化网络安全,为网络保险发展提供安全可靠的交易平台。更多还原

【Abstract】 With the continuous development of the Internet and the End of exhibitions, Insurance Company have been fully aware of the importance and urgency of Network Marketing. The use of Network marketing will enhance the company’s service levels, activities and customer service, enhance the company performance, on both sides is a win-win result.This article, first, study the theory of the marketing, Insurance marketing, Internet marketing. Then, it introduces the background development prospects of Internet marketing at home and abroad. Then, based on the analysis of the CIC, it introduces the network marketing issues and related appropriate strategies.From the study, we find that, the CIC implement Internet marketing is necessary and feasibility:Internet marketing is a new type of marking with low-cost and high-efficiency and cove-district. It can improve customer service, install company brand, revolute customer resource and enforce marking-hommization. From the study, we propound that, the Company should adopt resource as (1)explore B2C or B2Bto cooperate with Internet marketing and tradition marking;(2)integrate company website to install hommization terrace;(3)remake professional process to realize marketing on line;(4)educate person with ability of Internet marketing to build professional team;(5)speed up message develop to set up a safety business terrace for development of Internet marketing.更多还原