【作者】 吴刚；

【导师】 王珏辉；

【作者基本信息】 吉林大学 ， 营销管理（专业学位）， 2016， 硕士

【摘要】 随着互联网技术的成熟和发展,各行各业的互联网化也随之高速发展,我国的互联网保险也随之快速发展。至2015年,从事互联网保险业务的保险公司达110家,至2016年被互联网保险服务的用户达3.3亿。巨大的市场空间,也吸引着更多的企业将注意力转移到互联网保险业务上来。目前各家保险公司都在进行互联网产品创新、传播模式创新、销售模式创新和服务模式创新,寻找适合互联网保险发展的模式。监管部门也在不断认识市场的变化,在互联网保险发展的过程中进行引导和规范。作为一家快速成长的保险公司,百年人寿一直在积极拥抱互联网,公司成立了专门的网络营销渠道,负责研究及发展互联网保险。笔者认为互联网保险并非将原有保险产品放到网上那么简单,它需要依据互联网的规则,根据互联网用户的需求特点,进行保险产品与服务的全面创新。百年人寿网络营销渠道目前的产品集中在理财类和意外类保险产品,渠道上以官网保险商城、天猫旗舰店和第三方平台为主要营销渠道。总的说来,百年人寿保险网络营销工作在取得一定成绩的同时,也面临着各种问题和挑战。本研究对百年人寿网络营销渠道所处的政策环境、经济环境、社会环境和技术环境进行全面阐释,并在此基础上聚焦百年人寿竞争对手,详尽总结弘康人寿、阳光人寿以及新华人寿当前网络营销业务的主要特点,以归纳出各企业的成功经验;同时,也对我国互联网人身保险的市场需求从宏观和微观角度进行了分析,对百年人寿网络营销进行了SWOT分析,为百年人寿保险公司网络营销策略设计提供了重要参考。笔者以地理因素、人口结构因素、心理因素和消费行为因素作为市场细分的标准,对百年人寿保险营销市场进行细分,提出将中青年作为目标客户群体,针对中青年中等收入客户,聚焦“小额、海量、标准化”的定位;针对中青年高收入客户,聚焦专业化和个性化市场定位,设计多种形态的产品,为客户提供高附加值服务。通过市场细分、目标市场选择和市场定位,最终提出百年人寿网络营销组合策略:产品策略方面,要聚焦优势产品,挖组合求创新,实现理财型保险先行,场景类、消费型保险升级和价值类保险渗透;定价策略方面,实现小额高附加值、个性化、透明化,为客户提供具有价格吸引力的网上保险产品,并充分利用大数据技术,为投保人提供差别化定价;渠道策略方面,深挖业务渠道,选优质促深入,建设一个整合的官网平台,以标准化方式对接专业第三方保险中介平台、大型互联网金融平台和场景化兼业代理平台等第三方平台;营销推广策略方面,提升精准营销,传递品牌温度,营销推广中要重视客户体验和移动社交网络的运用,重视培育自身网络品牌,充分整合线上和线下资源,借助新技术制定个性化产品推广策略。而网络营销策略实施的保障,离不开运营流程的优化,离不开IT的技术支持,也离不开网络营销渠道的组织架构的创新及人才的培养。更多还原

【Abstract】 Along with the maturity and development of the Internet technology, many businesses are rapidly developing their own Internet Plus models, the same as China’s Internet insurance. Till 2015, 110 insurance companies engaged in Internet business. Till 2016, customers of Internet insurance services reached 330 million.More and more enterprises and entrepreneurs are attracted to Internet life insurance business for its huge market space. These companies are innovating Internet products, propagating model, sales model and service model, and seeking for a suitable model of Internet insurance development. CIRC is also continuing to understand the changes of the market, directing and regulating the Internet insurance in the progress of its development.As a fast growing insurance company, AEON Life has been always embracing the Internet actively. A dedicated Internet marketing channel is set up for the research and development of Internet insurance. I think the Internet insurance is not simply using the Internet as insurance product sales channel. It should rely on the Internet rules, understand the demands of the Internet customers and innovate overall insurance products and services. At present, AEON Life Internet marketing channel focuses on financing and accident insurance products. The key communication channels are online shops on official website, Tmall flagship store and other 3rd party platforms. The promotion way is relatively simple. The primary goal is to get customer. In general, AEON Life makes progress on Internet marketing, but there are still problems and challenges.This study conducts a comprehensive interpretation toward AEON Life’s current Internet insurance business economic, social and technology environments.In addition, this study also conducts a meticulous analysis on our competitors,summarizes the main features of current Internet business of Hongkang Life,Sunshine Life and NC Life, sums up their best practices and successful experiences.At the same time, this study also conducts the analysis of China’s Internet life insurance market demand from the perspective of macro and micro, conducts a SWOT analysis of AEON Life Internet market business. These analysis provides an important reference to the design of Internet marketing strategy for AEON Life.I will segment AEON Life insurance market in dimensions of geographic factors, demographic factors, psychological factors and consumer behavior factors.My point is to choose young and middle-aged people as our target customer group.For middle-income ones, our focusing should be “small value, mass selling and standardization”; for high-income ones, our focus should be “professionalization,individuation, multi-type products, and value-added services”. With these market segmentations, target market selection and market positioning, I will finalize a combined strategy of AEON Life’s Internet marketing: As product strategy, we need to focus on advantage products, combination and innovation, to realize financing insurance first, scenario & consumer insurance upgrading and value insurance penetrating; as pricing strategy, we need to realize high value-added to small value selling, individuation and transparency, provide online products with attractive price, provide diverse pricing to customer by big data technology; as channel strategy, we need to identify more business channel with good quality, build up an integrated official web site platform, interface to 3rd party agency platform and other Internet finance platforms; as marketing strategy, we need to enhance accurate marketing and deliver brand image, emphasize customer experience and usage of mobile social networks, build up our own network brand image, integrateonline and offline resource, design personalized product marketing strategy with new technology. To guarantee the deployment of these strategies, AEON Life must secure its operational process optimization, IT technical support, organization and competence buildup to Internet marketing channel.更多还原