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本人声明所呈交的论文是我个人在导师的指导下进行的研究工作及取得的
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他人已经发表或撰写过的研究成果，也不包含为获得北京工业大学或其他教育机
构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献
均已在论文中作了明确的说明并表示了谢意。
签
日
名：
期：2021年 08月 30日
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（保密的论文在解密后应遵守此规定）
签
名：
日期：2021年 09月 24日
日期：2021年 09月 24日
导师签名：

摘要
摘 要
随着互联网技术的不断快速发展，各种基于互联网技术的营销渠道也不断发
展变化，传统的平面媒体在营销中的地位正在被重视供需双方沟通交流的社会化
媒体所取代。企业如何选择恰当的社会化媒体的类型进行营销，利用有限的资源
达到最大的营销效果，是一个值得研究的问题。
H公司是一家地方性的，以面向股东单位的工程险为基本业务的中小型保险
企业。公司为了自身的发展，提出了提高车险品种业绩，达到多产品并行驱动业
绩增长的战略目标，但由于车险产品推广效果不明显，车险产品的业绩并未达到
预期。如何选择合适的社会化媒体进行营销，是本课题的研究重点。
本文进行社会化媒体营销策略的研究，所利用的基础理论为营销相关理论，
利用层次分析法，邀请专家对推广方式进行了打分和决策，最终选定了符合 H
公司需要的社会化媒体营销工具，并针对该工具给出了相应的营销方案。通过实
施该方案，有效地提高了 H公司的车险业绩，取得了良好的效果。
通过对 H公司车险产品社会化媒体营销的研究，可以发现有效地利用社会
化媒体，可以给企业带来和客户的良好互动和沟通，提高产品在客户心目中的地
位，更好地树立品牌形象，并带来业绩的增长。
关键词：社会化媒体；市场营销；层次分析法；保险
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Abstract
Abstract
With the continuous and rapid development of Internet technology, various
marketing channels based on Internet technology are also developing and changing.
The position of traditional print media in marketing is being replaced by social media
that pays attention to the communication between supply and demand. For the
business of a company, how to choose the appropriate type of social media for
marketing and use limited resources to achieve the maximum marketing effect is a
problem worthy of study.
H Company is a local small- and medium-sized insurance enterprise and its basic
business is the engineering insurance product taking its shareholders as the main
targeting customers. In order to achieve better business growth, the company
proposed to improve the performance of auto insurance products that will contribute
to achieving the strategic goal of performance growth driven by multi insurance
product. The business development of auto insurance products will help to change the
situation that a single outstanding insurance type drove the performance of the
company. However, due to the unclear promotion effect of auto insurance products,
the performance of auto insurance products did not meet the expectations. How to
choose appropriate social media for marketing is the research focus of this topic.
The thesis studies the social media marketing strategy. The basic theory used is
the marketing related theory. Using analytic hierarchy process, experts were invited to
score and made decisions on the promotion methods. Finally, the social media
marketing tool that meets the needs of H company was selected, and the
corresponding marketing scheme was given for the tool. Through the implementation
of the scheme, the auto insurance performance of H Company has been effectively
improved and good results have been achieved.
Through the research on the social media marketing of H Company's auto
insurance products, it can be found that the effective use of social media can bring
good interaction and communication with customers, improve the position of products
in the eyes of customers, better establish the brand image and bring the growth of
business performance.
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。。。以下略