本篇论文目录导航：
【题目】互联网金融下保险营销发展问题探究
【第一章】基于互联网金融模的保险营销研究绪论
【第二章】保险行业和电子商务发展历程及现状
【第三章】互联网金融下的保险营销特点及发展现状
【第四章】互联网金融模式下的保险营销渠道
【第五章】互联网模式下保险营销面临的风险及发展建议
【结论/参考文献】互联网金融下保险营销模式探析结论与参考文献
摘 要
近几年随着互联网的普及和发展，电子商务逐渐开始成为一种流行的商务模式，对传统的企业管理和营销等各方面均产生了深刻的影响，尤其是在金融服务领域。在信息化的浪潮中，保险营销行业自然也需要与时俱进，保险行业由于其特殊性，交易过程中并没有实体产品，因此相对于其它行业而言，由实体营销转为网络营销所走的弯路更少。
保险营销的重点就是在于保险人以及保险公司双方之间的职责和服务的确定，由于我国人口基础大，国情较为复杂，导致保险营销之中往往会有很多较为复杂的交易，并且保险产品的设计有着更大的灵活性和可选择性，这就要求保险行业的网络营销人员不仅要了解保险业知识，还要对互联网的整体营销环境有全局性的掌控，充分预计实际操作中的困难，包括网络技术、监控和人员管理。
基于互联网的保险营销一般作用在以下几个方面：1、保险公司将自己企业的保险产品的信息通过互联网来进行宣传，向客户提供较为详尽的信息。2、一些规模较大的保险企业可以通过互联网来对本企业内部不同分区公司的企业内部的财务、人员的管理，并且对本企业不同分公司之间的办公数据、交易资料、保护资料等等日常数据进行搜集。3、保险营销行业并不仅仅是一个单独的行业，它需要和其他的保险企业、国家相关的监管部门以及政府机关等企业和单位都需要互相合作，数据共享。
虽然目前我国一些保险公司已经意识到了保险电子商务的巨大优势和客观的发展前景，但是并没有真正的将企业的重心放在保险电子商务上面，仅仅是进行了一些简单的试探。比如说打着趣味险旗号的淘宝和安联财险共同推出的“中秋赏月险”、华泰财险的退货运费险、太平人寿和淘宝网共同推出的“单身险”、东吴人寿的“爱情保险”等产品，虽然因为产品的新颖有趣而吸引了很多关注的目光，但是却不能够成为企业的重点产品。所以说，金融服务如果想要在互联网金融的道路上面走的更远、更长久，就需要融入互联网交互、开放、及时的特性。
笔者通过对目前其他行业在互联网金融方面所采取的方式和手段的分析，结合保险营销行业所具有的独特的特点得出了如下的结论：
1.网络营销手段多种多样，为保险行业选择合适的载体非常重要。电子邮件营销、搜索引擎营销、微博营销及微信营销相对而言更符合保险业的特点和需求，这四种手段可以单独使用，也能多管齐下，产生更好的宣传效果。
2.目前我国在互联网金融模式下的保险营销没有相关的法律保障，网络营销存在着一定风险，如何在现有法律法规的基础上，充分发挥网络营销的优势，推广完善互联网保险行业的产业链，是对保险从业者的严峻考验。
3.目前我国的保险行业还存在着一定的垄断状态，这对于我国保险营销进入互联网销售模式存在着严重的阻碍作用。但随着销售方式的多样化，越来越多的新型企业崭露头角，保险业正呈现出百花齐放的之势，网络营销对于各企业来说是发展机遇也是挑战，抓住机会者必然能得到丰厚的回报。
4.网络营销对于保险业来说犹如双刃剑，有利有弊。相应的法律制度不完善、网络安全得不到保障、网络技术无法适应负责的保险流程，都是保险网络营销要面临的问题，但相对于其巨大的市场开发前景而言，这些弊端值得企业去克服和挑战。
5.我国保险业网络化才刚刚起步，参与者并不多，但我国人口基数巨大，有网购习惯的网民所占比例也越来越多，近年电子商务信息化呈井喷之势，经济的增长也使公民有多余的财力和精力投入到保险中来，两者相互结合，保险网络营销的市场潜力是有目共睹的。
关键词：保险业；网络营销；电子商务
Abstract
In recent years, with the popularization and development of Internet,e-commerce has gradually become a popular business model, had a profound impacton all aspects of enterprise management and marketing of the traditional, especially inthe field of financial service. In the wave of information technology, the marketing ofinsurance industry also need to keep pace with the times, the insurance industrybecause of its specificity, the transaction process and the absence of physical products,therefore, compared with other industries, by the entity marketing to Internetmarketing have less detours.
The focus is on the insurance marketing is to decide between the insured and theinsurance company both duty and service, due to China's large population base, thesituation is more complex, resulting in insurance marketing often there will be a lotmore complex transactions, and the design of insurance products with greaterflexibility and selectivity, the network marketing personnel require the insuranceindustry should not only know the insurance industry knowledge, but also to thewhole Internet marketing environment has control over the global, fully expected theactual operation of the difficulty, including network technology, monitoring andmanagement.
Based on the general function of the insurance marketing of the Internet in thefollowing aspects: 1、The insurance company will own the insurance enterpriseproduct information through the Internet to carry out publicity, provide more detailedinformation to customers. 2、Some of the larger insurance companies can finance,personnel of the enterprise internal different partitions of the company enterprisethrough the Internet to management, and of the office data, between the enterprises ofdifferent branch of the transaction data, data protection and so on daily data collection.
3、The marketing of insurance industry is not a single industry, it needs to regulatorsand other insurance companies, the relevant state and government institutions andenterprises and units need to cooperate with each other, data sharing.
Although at present our country some insurance companies are already aware ofthe huge advantage of insurance electronic commerce and objective developmentprospects, but there is no real enterprises will focus on the insurance electroniccommerce, is only for some simple test. For example the name of interest risk underthe banner of the Taobao and Allianz Insurance jointly launched the “Mid AutumnFestival, Huatai Property Insurance” return freight insurance, Taiping Life andtaobao.com launched “single insurance”, Soochow life “love insurance” and otherproducts, although because the product is novel and interesting and has attracted a lotof attention, but I can't become the focus of enterprise products. So, if you want to inthe Internet financial services financial road walk farther, longer, need characteristicsinto the Internet interactive, open, timely.
The author through the analysis of current other industries in the Internetfinancial the ways and means, with the insurance marketing industry has uniquecharacteristics and reached the following conclusions:
1.The network marketing a variety of means, is very important to choose theappropriate carrier for the insurance industry. E-mail marketing, search enginemarketing, the characteristics and requirements of micro-blog marketing relativelymore in line with the insurance industry, these three methods can be used alone, canalso be a multi pronged, produce better propaganda effect.
2.At present our country in the Internet financial mode of insurance marketing isnot related to legal protection, the network marketing there is a certain risk, how tobased on the existing laws and regulations, give full play to the advantage of networkmarketing, network promotion improve mutual insurance industry chain of theindustry, is a severe test of insurance practitioners.
3.At present our country's insurance industry also has certain monopoly condition,this to exist seriously block the insurance marketing of China to enter the sales modelof the internet. But with the diversification of new sales mode, more and moreenterprises to cut a striking figure, the insurance industry is showing a tendency of theAll flowers bloom together, network marketing is the development opportunity butalso a challenge for all enterprises, to seize the opportunity to change can producegenerous returns.
4.The network marketing to the insurance industry is like a double-edged sword,There are both advantages and disadvantages. The corresponding legal system is notperfect, not to protect the network security, network technology can not adapt to theresponsible insurance process, are insurance network marketing problems faced, butrelative to the market development prospect of a huge, these drawbacks worthenterprises to overcome and challenges.
5.China's insurance industry network has just started, the participants are notmany, but China's huge population base, with online shopping habits of Internet usersin the proportion of more and more, in recent years, the electronic commerceinformation was blowout trend, economic growth is also make the citizen to haveextra money and energy into the insurance, both two combination, insurance networkmarketing market potential is be obvious to people.
Keywords:Insurance industry; Network marketing; Electronic commerce
目 录
第 1 章 绪论
1.1 研究背景
1.2 研究目的
1.3 国内外研究综述
1.3.1 国外研究综述
1.3.2 国内研究综述
1.4 研究内容
1.5 研究方法
第 2 章 保险行业和电子商务发展历程及现状
2.1 我国保险业的发展历程
2.2 我国保险业的现状概述
2.2.1 我国保险行业所取得的成就
2.2.2 我国保险业的主要弊端
2.3 我国电子商务的发展历程
2.4 我国电子商务的现状及发展趋势
2.4.1 我国电子商务的现状概述
2.4.2 我国电子商务发展趋势
第 3 章 互联网金融下的保险营销特点及发展现状
3.1 互联网金融保险营销的特点
3.1.1 互联网金融下的保险营销模式
3.1.2 保险网络营销的定义以及模式
3.1.3 保险网络营销的特点及优势
3.2 网络营销的理论基础以及在保险网络营销中的应用
3.3 保险网络营销现状分析
3.3.1 保险网络营销在国外的发展及前景预测
3.3.2 保险网络营销在国内的发展及前景预测
第 4 章 互联网金融模式下的保险营销渠道
4.1 搜索引擎营销作为载体的保险营销
4.1.1 搜索引擎营销的概念
4.1.2 搜索引擎保险营销模式
4.2 电子邮件作为载体的保险营销
4.2.1 电子邮件营销的概念
4.2.2 电子邮件保险营销模式
4.3 微博作为载体的保险营销
4.3.1 什么是微博营销
4.3.2 微博保险营销模式
4.4 微信作为载体的保险营销
4.4.1 什么是微信营销
4.4.2 微信保险营销模式
第 5 章 互联网模式下保险营销面临的风险及发展建议
5.1 互联网模式下保险营销面临的风险与防范
5.2 互联网金融模式下保险营销的发展建议
结 论
参考文献
后记和致谢
