近年来，我国汽车保险行业发展十分迅猛，在国家政策及市场改革的影响之下，各种新 兴的保险公司也逐渐走进人们的视野。同时，伴随着汽车的普及以及汽车市场的发展，车险 业务越来越受到汽车保险公司及大众的重视。目前我国汽车保险市场在强监管、重合规的大 背景下，正在从产品竞争、价格竞争，走向服务竞争，而保险服务的核心就是理赔服务。当 下，各个保险公司围绕提升车险理赔服务质量、时效、客户满意度以及降低运营成本，在服 务范围、内容、模式上不断的提升与创新。 本文首先介绍了公司现有的业务细分、一站式线上自助平台、线上增值服务、线上卡券 礼包等线上化理赔服务策略现状，并利用SWOT、波特五力模型对服务策略现状进行分析， 提出了公司车险理赔线上化服务面临的问题：线上化服务执行不到位、微信公众平台有效使 用率低、线上化流程操作标准不统一、欺诈风险可能提升、线上理赔存在沟通障碍。针对这 些问题，对公司线上化理赔服务策略进行优化，提出了提升客户满意度的措施：加强线上理 赔一体化工作监督与管理、多方位整改以提高微信平台使用率、线上化流程操作标准要统一、 建立车险诈骗防范机制、加强客户互动，同时提出了相应的保障措施：资金保障、组织保障、 技术保障。通过本文研究，可以对江苏人保财险车险理赔线上化发展做出一定的贡献。 关键词：车险，线上化理赔，SWOT，五力模型，策略优化 人保财险江苏分公司车险理赔线上化服务满意度提升策略研究 II ABSTRACT In recent years, China's auto insurance industry has developed rapidly. Under the influence of national policies and market reforms, various emerging insurance companies have gradually come into people's sight. At the same time, with the popularity of the automobile and the development of the automobile market, the automobile insurance business is more and more valued by the automobile insurance companies and the public. At present, under the background of strong supervision and compliance, China's auto insurance market is moving from product competition and price competition to service competition, and the core of insurance service is claim settlement service. At present, various insurance companies focus on improving the quality, timeliness, customer satisfaction and reducing operating costs of auto insurance claims, and constantly improve and innovate in terms of service scope, content and mode. This article first introduces the company's existing online claims service strategies of business divisions, a one-stop online self-service platform, online value-added services, online card voucher gift bag. And by using SWOT, Porter's five forces model analysis about the present situation of service strategies. Put forward the company auto insurance claims online services are faced with the problem: the online service implementation is not in place, effective utilization of WeChat platform is low, the online process operation standard not unified, fraud risk may ascend, communication barriers. To solve these problems, optimize the company online claims service strategy, puts forward the customer satisfaction improvement measures: strengthen the supervision and management of online claims integration, multi-dimensional rectification to improve the use of WeChat platform, the operation standard of on-line process should be unified, set up the auto insurance fraud prevention mechanism, enhance customer interaction. At the same, put forward safeguard measures: financial support, organizational support, technical support. Through the study of this paper, we can make a certain contribution to the development of online auto insurance claim settlement of Jiangsu PICC. Keywords: auto insurance,online claim,SWOT,Porter's five forces model,strategy optimization 南京航空航天大学硕士学位论文 III 目 录 第一章 绪论 ..................................................................................................................................... 1 1.1 研究背景和意义 ................................................................................................................ 1 1.1.1 研究背景 ................................................................................................................. 1 1.1.2 研究意义 ................................................................................................................. 2 1.2 文献综述 ............................................................................................................................ 2 1.2.1 国外文献综述 ......................................................................................................... 2 1.2.2 国内文献综述 ......................................................................................................... 4 1.3 研究的内容及方法 ............................................................................................................ 6 1.3.1 研究内容 ................................................................................................................. 6 1.3.2 研究方法 ................................................................................................................. 7 第二章 相关理论 ............................................................................................................................. 9 2.1 营销策略相关理论 ............................................................................................................ 9 2.1.1 营销理论 ................................................................................................................. 9 2.1.2 消费者行为分析 ................................................................................................... 10 2.1.3 STP理论 ................................................................................................................ 10 2.1.4 服务营销理论 ....................................................................................................... 11 2.2 相关研究工具 .................................................................................................................. 12 2.2.1 SWOT分析法 ....................................................................................................... 12 2.2.2 波特五力模型 ....................................................................................................... 13 第三章 人保财险江苏分公司车险理赔线上化服务现状 ........................................................... 14 3.1 人保财险江苏分公司简介 .............................................................................................. 14 3.1.1 公司介绍 ............................................................................................................... 14 3.1.2 车险理赔线上化概述 ........................................................................................... 14 3.2 人保财险江苏分公司车险理赔线上化服务现状 .......................................................... 15 3.2.1 线上化服务策略分析 ........................................................................................... 15 3.2.2 线上化服务SWOT分析 ..................................................................................... 20 3.2.3 线上化服务五力分析 ........................................................................................... 22 3.3 人保财险江苏分公司车险理赔线上服务存在的问题 .................................................. 24 3.3.1 线上化服务执行不到位 ....................................................................................... 24 3.3.2 微信公众平台有效使用率低 ............................................................................... 25 3.3.3 线上化流程操作标准不统一 ............................................................................... 26 人保财险江苏分公司车险理赔线上化服务满意度提升策略研究 IV 3.3.4 欺诈风险可能提升 ............................................................................................... 27 3.3.5 线上理赔存在沟通障碍 ....................................................................................... 28 第四章 人保财险江苏分公司车险理赔线上化服务满意度提升策略 ....................................... 29 4.1 加强线上理赔一体化工作监督与管理 .......................................................................... 29 4.1.1线上化项目考核责任制 ......