在金融领域，互联网+信息数字化发展迅速，互联网与金融业不断融合，相 互之间不断渗透。大智移云让传统金融突破了边界，数字技术变革和信息网络 变化给传统金融业带来了冲击，传统保险业受互联网的冲击巨大，其影响渗透 在保险公司的各个环节。保险行业作为金融重要组成部分，纷纷进军数字营销 领域。数字营销是借助于互联网络、电脑通信技术和数字交互式媒体来实现营 销目标的一种营销方式。保险公司数字营销进展如何？数字营销与传统营销有 哪些相似和不同？面临哪些亟待解决的问题？要如何优化才能提升数字营销竞 争力？ 本文以A保险公司为例，深入研究A保险公司开展数字营销的情况。传统 营销理论中，STP理论堪称经典，4P理论具有操作性（即价格、产品、促销、 分销），但其主要适用于制造业，有其局限性，营销理论学者在此基础上增加 了3P（即有形展示、人员和过程），组合成服务市场营销7P，深化了服务营销 研究。同时，在服务营销的过程中，为了度量买卖双方对于服务的期望差距， 产生了服务缺口理论。本文基于STP理论、7P理论和服务缺口理论，研究了数 字营销的本质和特点，剖析了A保险公司数字理论开展情况，分析其数字营销 面临的问题以及数字营销现况存在问题的原因，提出了改进策略，具体研究如 下： （一）数字营销没有改变营销的实质，精准选择营销渠道，洞察消费者行 为规律。 （二）通过调查问卷法细分市场，满足客户个性化服务需求；通过STP理 论，改进数字营销整体策略。 （三）借助服务业的7P理论和服务缺口理论解决A保险公司数字营销存 在的七个问题。 1、改变过于依赖传统营销模式现状，提高数字营销在A保险公司实际运 用中使用率，进行线上产品创新，满足客户个性化需求。 2、通过调查问卷找到购买核心要素，从而制定符合市场需求定价机制。 II 3、销售渠道协同智能跨界合作，充分利用各种数字营销场景，实现多元化 营销渠道方式进行二次促成。 4、A保险公司通过保险场景化，营销渠道数字化，实现高品质、创新服务 的活动。 5、寻找和培养有优秀营销思维的保险营销人员，招聘大专以上学历的营销 人员，关心营销人员幸福指数提高他们的留存率。 6、注重公司有形展示和营销人员的展示品质，与用户多频次互动，提升客 户体验满意度。 7、通过提高A保险公司服务承诺、营销人员的服务质量和产品设计满意 度满足客户需求，来解决服务存在的三大缺口。 通过对A保险公司数字营销个案研究，根据个案的经验归纳出一般的规律， 深化保险行业对数字营销的认识，为丰富保险营销理论体系增加案例贡献。从 实践层面来说，论文分析A保险公司各项数字营销资料，找出存在的问题并进 行原因分析，有针对性地解决问题，预期能帮助A保险公司提升营销水平，增 加品牌价值并培育市场竞争力，为持续发展夯实后劲，也为保险行业实践者提 供案例参考借鉴。 关键词：保险公司；STP；服务缺口；7P；数字营销 III Abstract In the financial field, the Internet + information digitalization develops rapidly, and the Internet and financial industry continue to integrate and penetrate each other. Dazhi mobile cloud enables traditional finance to break through the boundary. Digital technology change and information network change have brought impact to the traditional financial industry. The traditional insurance industry is greatly impacted by the Internet, and its impact permeates every link of insurance companies. As an important part of finance, insurance industry has entered the field of digital marketing. Digital marketing is a kind of marketing method to achieve the marketing goal with the help of Internet, computer communication technology and digital interactive media. How is insurance company's digital marketing progressing? What are the similarities and differences between digital marketing and traditional marketing? What are the problems to be solved? How to improve the competitiveness of digital marketing? Taking A Insurance Company as an example, this paper makes an in-depth study of a company's digital marketing case. In traditional marketing theory, STP theory is classical. 4P theory is operable (i.e. product, price, distribution and promotion), but it is mainly applicable to manufacturing industry and has its limitations. On this basis, marketing theorists added 3P (i.e. personnel, physical display and process) to form a 7P portfolio of service marketing, which deepens the research of service marketing. At the same time, in the process of service marketing, in order to measure the expectation gap between buyers and sellers for service, the service gap theory is produced. Based on STP theory, 7P theory and service gap theory, this paper studies the essence and characteristics of digital marketing, analyses the development of A insurance company's digital theory, analyses the problems and causes of its digital marketing, and puts forward optimization strategies, concretely draws the following conclusions. （一）Digital marketing does not change the essence of marketing, choose marketing channels accurately, and have insight into the rules of consumer behavior. IV （二）Find the market segments by questionnaire to satisfy customer personalized service satisfaction; optimize the overall strategy of digital marketing through STP theory. （三）here are seven aspects in the 7P theory of service industry and the service gap theory to improve A insurance company. 1. Relying too much on traditional marketing mode, digital marketing has a low usage rate in the actual application of A insurance company. Online products are not innovative enough to meet personalized needs. 2. Through the questionnaire to find the core elements of purchase, so as to develop a pricing mechanism in line with market demand. 3. Sales channels cooperate with intelligent cross-border cooperation, make full use of various digital marketing scenarios, and realize the secondary promotion of diversified marketing channels. 4. A insurance company realizes high-quality and innovative service activities through insurance scenario and digital marketing channels. 5. Looking for and training insurance marketing personnel with excellent marketing thinking. Recruit marketers with college or higher education and care about the happiness index of marketers to improve their retention rate. 6. Pay attention to the company's tangible display and marketing personnel's display quality, and interact with users to enhance customer experience. 7. By improving the service commitment of a insurance company, the service quality of marketing personnel and product design satisfaction to meet customer needs, we can solve the three service gaps. Based on the case study of a insurance company's digital marketing, this paper sums up the general rules according to the experience of the case, deepens the insurance industry's understanding of digital marketing, and contributes to enriching the theoretical system of insurance marketing. From the practical level, the paper analyzes the digital marketing materials of a insurance company, finds out the existing problems and analyzes the causes, and solves the problems pertinently. It is expected to help a insurance company improve its marketing level, increase its brand value and cultivate its market competitiveness, consolidate its potential for V sustainable development, and provide case reference for practitioners of the insurance industry. Key words: insurance company; STP; service gap; 7P; digital marketing VI 目 录 中文摘要 ..................................................................................................................................... I ABSTRACT .............................................. III 目 录 ................................................. VI 第一章 绪 论 .......................................... 1 第一节 研究背景和研究意义 ............................................................................................ 1 一、研究背景 ......................................................................................................................... 1 二、研究意义 ............................................................ 3 第二节 国内外研究现状及文献评述 ................................ 3 一、国外对数字营销的研究 ................................................ 3 二、国内对数字营销的研究 ................................................ 6 三、文献综述 ............................................................ 9 第三节 研究内容、方法、技术路线和创新之处 ..................... 10 一、研究内容 .......................