目录
第 1 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 ..........................................................................................................1
1.2 文献综述 ......................................................................................................................2
1.2.1 国外研究现状...................................................................................................2
1.2.2 国内研究现状...................................................................................................2
1.3 研究方法和内容 ..........................................................................................................3
1.3.1 研究方法 ..........................................................................................................3
1.3.2 研究内容 ..........................................................................................................3
第 2 章 我国保险行业营销的趋势分析...................................................................................4
2.1 保险营销概念 ..............................................................................................................4
2.2 我国保险行业营销现状分析.......................................................................................4
2.2.1 我国保险市场竞争异常激烈，尚未形成新市场定位格局 ...........................4
2.2.2 新险种开发多，但同构现象严重...................................................................5
2.2.3 保险营销人员整体素质偏低，误导消费者现象严重 ...................................6
2.3 保险行业转向互联网金融的必要性...........................................................................6
2.3.1 互联网发展迅速，网民数量剧增，互联网金融趋势明显 ...........................6
2.3.2 市场结构分布不均衡，互联网金融下保险营销不容小觑 ...........................6
第 3 章 互联网金融下中国平安的营销手段分析...................................................................8
3.1 采用品牌营销 ..............................................................................................................8
3.2 采用服务营销 ..............................................................................................................9
3.3 采用多渠道营销 ..........................................................................................................9
3.3.1 团体保险与电销、网络营销等远程直销渠道 .............................................10
3.3.2 保险代理人与保险经纪人中介渠道.............................................................10
3.3.3 银行、4s 店等兼业代理渠道 ........................................................................10
3.4 中国平安营销手段对保险行业的映射.....................................................................10
第 4 章 互联网金融下和传统的保险营销手段对比分析.....................................................12
4.1 成本对比分析 ............................................................................................................12
4.2 保费收入对比分析 ....................................................................................................14
4.3 对未来发展的启示 ....................................................................................................16
4.3.1 对中国平安未来发展的启示.........................................................................16
4.3.2 对业内公司未来发展的启示.........................................................................16
第 5 章 总结 ............................................................................................................................17
参考文献： ....................................................................................................................................18
致谢 ................................................................................................................................................19
