1 导言 ......... 1 1.1 研究背景 ............................. 1 1.2 研究目的及意义 ....................... 2 1.3 国内外研究现状........................ 3 1.3.1 国外研究现状 ................... 3 1.3.2 国内研究现状 ................... 5 1.4 相关概念界定.......................... 5 1.4.1 机动车辆商业保险 ............... 5 1.4.2 网络营销策略 ................... 6 1.5 研究内容及方法 ....................... 7 1.5.1 研究内容 ....................... 7 1.5.2 研究方法 ....................... 8 2 RX 保险公司商业车险网络营销策略的现状 ....... 9 2.1 基本情况 ............................. 9 2.1.1 保险网络营销发展历程 ........... 9 2.1.2 公司基本情况 ................... 9 2.2 RX 保险公司商业车险网络营销策略基本概况............................. 10 2.2.1 RX 保险公司对商业车险网络营销的总体发展战略 .................. 10 2.2.2 RX 保险公司商业车险网络营销策略 .............................. 11 2.3RX 保险公司商业车险网络营销策略存在的问题............................ 15 2.3.1 保险产品开发方面.............. 15 2.3.2 产品价格制定方面.............. 18 2.3.3 网络渠道管理方面.............. 20 2.3.4 网络促销方面 ................. 22 3 互联网公司网络营销策略借鉴................. 24 3.1 互联网公司网络营销策略概况 .......... 24 3.1.1 中国平安网络营销策略 .......... 24 3.1.2 众安保险网络营销策略 .......... 26 3.2 国外保险公司网络营销策略概况 ........ 28 3.2.1 Churchill Insurance（丘吉尔保险集团）网络营销策略............ 28 3.2.2 日本生命人寿保险（Life Net）公司网络营销策略 ................. 29 3.3 互联网保险公司营销策略经验借鉴 ...... 30 3.3.1 产品开发方面 ................. 30 3.3.2 价格策略制定方面.............. 30 3.3.3 渠道建立方面 ................. 31 3.3.4 丰富的网络促销方式 ............ 31 4 RX 保险公司商业车险营销策略优化方案 ........ 32 4.1 注重产品创新......................... 32 4.1.1 通过市场调研摸清客户个性化需求 32 4.1.2 推出保险网络创新产品系列...... 33II 4.1.3 注重品牌宣传 .................. 33 4.2 合理制定价格策略 .................... 34 4.2.1 合理制定网络销售产品价格...... 34 4.2.2 采用免费价格策略 .............. 35 4.3 优化网络销售渠道管理................. 35 4.3.1 根据客户特点提供精准的客户服务 35 4.3.2 畅通网络直销渠道.............. 37 4.4 注重网络促销策略的制定............... 38 4.4.1 制定统一的网络营销促销方案.... 38 4.4.2 注重网络软营销的推广.......... 39 5 实施保障.... 41 5.1 人才保障 ............................ 41 5.1.1 重视对员工互联网思维的培养 .... 41 5.1.2 加强互联网营销人才队伍的建设 .. 42 5.2 技术保障 ............................ 42 5.2.1 加快产品迭代 ................. 42 5.2.2 优化线上投保体验 .............. 42 5.3 组织保障 ............................ 43 5.4 政策保障 ............................ 44 6 结论与展望.. 45 6.1 结论 . 45 6.2 创新点 .............................. 46 6.3 研究不足 ............................ 46 6.4 研究展望 ............................ 46 附录.......... 47 参 考 文 献... 49 致谢.......... 52III CONTENT 1Introduction..............................1 1.1 Research Background ...1 1.2 Research purpose and significance ..............2 1.3 Research Status at home and abroad............3 1.3.1 Foreign research status.....................3 1.3.2 Domestic research status..................5 1.4 Definition of relevant concepts ....................5 1.4.1 Motor Vehicle Commercial Insurance ............................5 1.4.2 Network Marketing Strategy............5 1.5 Research Contents and Methods ..................7 1.5.1 Research content ..............................7 1.5.2 Research Method .............................7 2 Current situation of commercial vehicle insurance network marketing strategy of RX Insurance Company ......................9 2.1 Basic Situation ..............9 2.1.1 Development history of insurance Online Marketing .....9 2.1.2 Basic Information of the Company ..9 2.2 RX Insurance Company Commercial Vehicle Insurance Network Marketing Strategy Overview ....................10 2.2.1 General Development Strategy of RX Insurance Company for online marketing of Commercial Vehicle Insurance ..10 2.2.2 RX Insurance Company Commercial Vehicle Insurance Network Marketing Strategy ............................11 2.3 Problems existing in Commercial Vehicle Insurance Network Marketing strategy of RX Insurance Company............15 2.3.1 Insurance product development .....15 2.3.2 Product price setting ......................18 2.3.3 Network channel management.......20 2.3.4 Network promotion........................22 3 Network marketing strategies of Internet companies for reference ..............................24 3.1 Overview of Internet Companies' Network Marketing strategies ............................24 3.1.1 Internet Marketing Strategy of Ping An China .............24 3.1.2 Online Marketing Strategy of Zhongan Insurance........26 3.2 Overview of overseas insurance companies' Online Marketing Strategies..............28 3.2.1 Churchill Insurance Online Marketing Strategy ...........28 3.2.2 Network Marketing Strategy of Life Net ......................29 3.3 Internet insurance companies' experience in marketing strategies...........................29 3.3.1 Product development .....................30 3.3.2 Price strategy formulation..............30 3.3.3 Channel establishment ...................31IV 3.3.4 Rich online promotion methods.....31 4 RX Insurance Company Commercial Vehicle Insurance Marketing Strategy Optimization Scheme .......................32 4.1 Focus on Product Innovation .....................32 4.1.1 Find out customers' personalized needs through market research ...............32 4.1.2 Launch the insurance network innovation product series ............................32 4.1.3 Focus on brand promotion .............33 4.2 Reasonable pricing strategy .......................34 4.2.1 Reasonable pricing of products sold online ..................34 4.2.2 Adopt free pricing strategy.............35 4.3 Optimize network sales channel management ..........................35 4.3.1 Provide accurate customer service according to customer characteristics ...35 4.3.2 Smooth network direct selling channels .......................36 4.4 Pay attention to the development of online promotion strategies ............................38 4.4.1 Formulate a unified network marketing promotion plan .............................38 4.4.2 Pay attention to the promotion of network soft marketing...........................38 5 Implementation guarantee ...41 5.1 Talent guarantee ..........41 5.1.1 Attach importance to the cultivation of employees' Internet thinking..........41 5.1.2 Strengthen the construction of Internet marketing talent team ....................41 5.2 Technical support ........42 5.2.1 Accelerate product iteration ...........42 5.2.2 Optimize online insurance experience ..........................42 5.3 Organizational security ..............................43 5.4 Policy protection .........44 6 Conclusion and Prospect ......45 6.1 Conclusion ..................45 6.2 Innovation point ..........46 6.3 There were less than studies.......................46 6.4 Research Outlook........46 The appendix ............................47 Reference....49 Acknowledgements...................521 摘要 保险公司作为一个售卖服务的金融企业，在互联网业务蓬勃发展的今天也面 临着开拓新渠道的压力。同时，在众多财产险企业中，商业车险业务一直都是各 家公司的支柱和主要盈利来源，在不断费率市场化的过程中，竞争也日益激烈， 费用导向的营销策略使商业车险的发展陷入了盈利难的困境。随着互联网技术的 不断发展，人们的购物方式形成了颠覆性的改变，由此带来营销模式的转变，也 让企业嗅到了新的“商机”。 本文以 RX 保险公司为研究对象，深入分析了其商业车险的网络营销策略实 施存在的问题。在研究过程中，本文采用了经典的 4P 理论作为分析模型，从产 品、价格、渠道、促销四方面进行全面阐述。对于网络营销策略实施效果的评估 中，采用了问卷调查法，以公司商业车险客户为调查对象，发放调查问卷，为本 文的研究分析提供可靠的数据支撑。除此之外，通过查阅大量文献和收集信息的 方式，对国内外保险公司网络营销的先进经验进行总结，并对照参考提出优化建 议。最后，从人才、技术、组织、政策