CIC财险公司网络营销策略研究
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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。
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.
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。
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.
引文
[1].刘锦璟.我国保险营销的现状及发展思路[J].企业研究,2011,(02)52-53
[2].李研,徐静珍.中国保险营销创新研究[J].河北理工大学学报(社会科学版),2008,(01)107—110
[3].房建利.论我国保险营销的发展战略[J].青海金融,2008,(01)42-45
[4].宋佳薇.我国保险营销中的信任缺失问题研究[D].吉林大学,2009
[5].李轶男.我国保险营销的瓶颈与突破[J].山东财政学院学报,2008,(03)27-30
[6].王烨.保险超市可行性分析——浅谈中国保险营销模式的新突破[J].金融实物.2011.10.36-38
[7].薛红红.我国保险超市的营销模式分析[J].海南金融.2011.11 48-50
[8].陈凯.我国农村保险营销策略的思考[J].西南农业大学学报(社会科学版),2011,(10)43-45
[9].刘月.知识营销——保险营销的新方式[J].西安欧亚学院学报,2006,(03).76-78,92
[10].任智,向燕子.保险营销中准客户的阻抗心理分析[J].湖南科技学院学报,2010,(02)121-123
[11].陈栋等,保险营销模式的转变与发展-电话营销与网络营销的互补,贵州财经学院学报,2011,3
[12].官志华,曾凡奇.网络营稍的模式与管理仁[J].南方经济,2002, (12)：69-70
[13].黄仁红.中小企业网络营销现状及应用研究[D].北京交通大学,2010
[14].王汝林.网络营销战略[M].清华大学出版社,2002年
[15].刘玮,柏学行.浅析保险电子商务中的消费者心理[J].上海保险2010,3：32—34
[16].Varadarajan, R., Yadav, M.S. Marketing Strategy in an Internet-Enabled Environment:A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years (2009) Journal of Interactive Marketing,23 (1), PP.11-22.
[17].Bucklin, R.E., Sismeiro, C. Click Here for Internet Insight:Advances in Clickstream Data Analysis in Marketing (2009) Journal of Interactive Marketing,23 (1), PP.35-48.
[18]. John P.Franzis,CPCU. The Use of the Internet and Electronic Commerce within the Property and Casualty Insurance Industry. CPCU Journal,2000
[19].James R.Garven. on the Implications of the Internet for Insurance Markets and Institutions. Risk Management and Insurance Review,2002, Vol.5, No.2,105-116
[20].Jacqueline K,Eastman,Alan D.Eastman and Kevin L.Eastman. Insurance Sales Agents and the Internet:The Relationship between Opinion Leadership, Subjective Knowledge, and Internet Attitudes. Journal of Marketing Management,2002,18,259-285
[21].Reshmi Augustine,Dr. K.S.Chandrasekar. An Empirical Study on Marketing Orientation Employed by Life Insurance Companies in Kerala,India. Journal of Marketing and Management,2(2),91-107 November 2011,91
[22].Se Hun Lim,Yeon Hur,Sukho Lee,Ghang E.Koh. Role of Trust in Adoption of Online Auto Insurance. Journal of Computer Information Systems,2009,151-160
[23].Nogueira, Oliveira. Brokering in Electronic Insurance Markets. Lecture Notes in Artificial Intelligence,2003, V2691,574-583
[24].Kiltsch J.; Boger C. Wired Seniors Insurance Selling. Best's Review-Life/Health Insurance Edition,V99,N 12,73-6,April 1999.
[25]. Stern L.N.;Fenton J.M. Life Online Insurance Sales. Best's Review, V102,N1,119-22, May 2001
[26]. Junyan; Wang Liping. The Evaluation of China's Insurance E-Commerce Website Running Based on Entropy Theory. International Conference on Computer Design and Applications,Vol.2,2010
[27].Sengupta K.E-Commerce in the Indian Insurance Industry:Prospects and Future. Electronic Commerce Research,V2,N1-2,43-60,2002
[28].田吉生,赵萍.保险电子商务推广研究[J].中国保险,2007,2：58—61
[29].岳鸿川.探索B2C模式在保险公司电子商务中的应用[J].中国保险,2010,10：25-30
[30].全民,赵永坚.中外保险电子商务发展比较[J].中国保险,2010,7：46-48
[31].陈栋,张俊岩.保险营销模式的转变与发展[J].贵州学院财经学院学报,2011,3：46-50
[32].郭绍宾.保险网络营销研究[D].华中师范大学,2004
[33].李士金.基于电子商务的保险公司运行模式研究[D].辽宁工程技术大学,2004
[34].偰娜.21世纪的保险网络营销[J].保险天地,2007, 7：66-67
[35].张子镖.太平洋人寿保险黑龙江分公司电子商务营销系统研究[D].哈尔滨工程大学,2009
[36].王秀珍.中国保险网络营销发展浅析[J].电子商务中国市场2011,10：77-78
[37]陈栋,张俊岩.保险营销模式的转变与发展——电话营销与网络营销模式的互补[J].贵州财经学院学报2011,3：46—50
[38].武克美,朱棋花.论保险网络营销的必要性与可行性[J]保险研究2001,1：37—38
[39]林英晖,屠梅曾.电子商务与企业组织结构的变革[J].科学·经济·社会,2003,3：30-33
[40].刘方明.对网络时代保险营销的思考.中国集体经济[J].2008,5：72—73
[41].李志远.论保险电子商务平台的构建和支撑环境的培育[J].社科纵横2006,6：63—64
[2].李研,徐静珍.中国保险营销创新研究[J].河北理工大学学报(社会科学版),2008,(01)107—110
[3].房建利.论我国保险营销的发展战略[J].青海金融,2008,(01)42-45
[4].宋佳薇.我国保险营销中的信任缺失问题研究[D].吉林大学,2009
[5].李轶男.我国保险营销的瓶颈与突破[J].山东财政学院学报,2008,(03)27-30
[6].王烨.保险超市可行性分析——浅谈中国保险营销模式的新突破[J].金融实物.2011.10.36-38
[7].薛红红.我国保险超市的营销模式分析[J].海南金融.2011.11 48-50
[8].陈凯.我国农村保险营销策略的思考[J].西南农业大学学报(社会科学版),2011,(10)43-45
[9].刘月.知识营销——保险营销的新方式[J].西安欧亚学院学报,2006,(03).76-78,92
[10].任智,向燕子.保险营销中准客户的阻抗心理分析[J].湖南科技学院学报,2010,(02)121-123
[11].陈栋等,保险营销模式的转变与发展-电话营销与网络营销的互补,贵州财经学院学报,2011,3
[12].官志华,曾凡奇.网络营稍的模式与管理仁[J].南方经济,2002, (12)：69-70
[13].黄仁红.中小企业网络营销现状及应用研究[D].北京交通大学,2010
[14].王汝林.网络营销战略[M].清华大学出版社,2002年
[15].刘玮,柏学行.浅析保险电子商务中的消费者心理[J].上海保险2010,3：32—34
[16].Varadarajan, R., Yadav, M.S. Marketing Strategy in an Internet-Enabled Environment:A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years (2009) Journal of Interactive Marketing,23 (1), PP.11-22.
[17].Bucklin, R.E., Sismeiro, C. Click Here for Internet Insight:Advances in Clickstream Data Analysis in Marketing (2009) Journal of Interactive Marketing,23 (1), PP.35-48.
[18]. John P.Franzis,CPCU. The Use of the Internet and Electronic Commerce within the Property and Casualty Insurance Industry. CPCU Journal,2000
[19].James R.Garven. on the Implications of the Internet for Insurance Markets and Institutions. Risk Management and Insurance Review,2002, Vol.5, No.2,105-116
[20].Jacqueline K,Eastman,Alan D.Eastman and Kevin L.Eastman. Insurance Sales Agents and the Internet:The Relationship between Opinion Leadership, Subjective Knowledge, and Internet Attitudes. Journal of Marketing Management,2002,18,259-285
[21].Reshmi Augustine,Dr. K.S.Chandrasekar. An Empirical Study on Marketing Orientation Employed by Life Insurance Companies in Kerala,India. Journal of Marketing and Management,2(2),91-107 November 2011,91
[22].Se Hun Lim,Yeon Hur,Sukho Lee,Ghang E.Koh. Role of Trust in Adoption of Online Auto Insurance. Journal of Computer Information Systems,2009,151-160
[23].Nogueira, Oliveira. Brokering in Electronic Insurance Markets. Lecture Notes in Artificial Intelligence,2003, V2691,574-583
[24].Kiltsch J.; Boger C. Wired Seniors Insurance Selling. Best's Review-Life/Health Insurance Edition,V99,N 12,73-6,April 1999.
[25]. Stern L.N.;Fenton J.M. Life Online Insurance Sales. Best's Review, V102,N1,119-22, May 2001
[26]. Junyan; Wang Liping. The Evaluation of China's Insurance E-Commerce Website Running Based on Entropy Theory. International Conference on Computer Design and Applications,Vol.2,2010
[27].Sengupta K.E-Commerce in the Indian Insurance Industry:Prospects and Future. Electronic Commerce Research,V2,N1-2,43-60,2002
[28].田吉生,赵萍.保险电子商务推广研究[J].中国保险,2007,2：58—61
[29].岳鸿川.探索B2C模式在保险公司电子商务中的应用[J].中国保险,2010,10：25-30
[30].全民,赵永坚.中外保险电子商务发展比较[J].中国保险,2010,7：46-48
[31].陈栋,张俊岩.保险营销模式的转变与发展[J].贵州学院财经学院学报,2011,3：46-50
[32].郭绍宾.保险网络营销研究[D].华中师范大学,2004
[33].李士金.基于电子商务的保险公司运行模式研究[D].辽宁工程技术大学,2004
[34].偰娜.21世纪的保险网络营销[J].保险天地,2007, 7：66-67
[35].张子镖.太平洋人寿保险黑龙江分公司电子商务营销系统研究[D].哈尔滨工程大学,2009
[36].王秀珍.中国保险网络营销发展浅析[J].电子商务中国市场2011,10：77-78
[37]陈栋,张俊岩.保险营销模式的转变与发展——电话营销与网络营销模式的互补[J].贵州财经学院学报2011,3：46—50
[38].武克美,朱棋花.论保险网络营销的必要性与可行性[J]保险研究2001,1：37—38
[39]林英晖,屠梅曾.电子商务与企业组织结构的变革[J].科学·经济·社会,2003,3：30-33
[40].刘方明.对网络时代保险营销的思考.中国集体经济[J].2008,5：72—73
[41].李志远.论保险电子商务平台的构建和支撑环境的培育[J].社科纵横2006,6：63—64