我国互联网保险营销问题探析——以中国人寿保险为例摘要当今网络技术的飞速发展，与之相关联的互联网、云计算、大数据成为经济界中的热点，各个行业都在尽一切可能想将其融入。当然，保险行业也在花大力气开展相关工作，并且行业中所示的公司、中介等都在大力探究其在互联网上的营销策略，这有效促进了互联网保险业的迅速发展。1997年，我们首家保险信息网站才成立，但仅经过短短的20年时间，这个新业态却在以惊人的速度发展，其保费规模、购买人数都在以意想不到的速度增长。仅以15-16年保费规模就有80%的增长，购买人数也较同期增长了60%。尽管在如此好的态势下，市场上的各个主体依然在不断的探究新的营销模式，并且营销模式呈现为多元发展的态势，但现在还是以两大模式为主：1、传统的互联网保险销售方式，2、移动式互联网营销方式，移动式的主要应用手段包括微信平台、各公司自主开发的APP。为了深入探究并助力我国互联网保险的良性发展，本文在研究现行互联网营销状况的基础上，提出一些有效可行的建议。关键词：保险行业；保险营销；互联网营销AnAnalysisofMarketingProblemsofInternetInsuranceinChina——TakeChinalifeinsuranceasanexampleAbstractWiththepopularizationofnetworktechnology,thewordsInternet,bigdataandsoonhavebecomethecurrenteconomichotspot,allwalksoflifehavejoinedthearmyofnetworktechnology,theinsuranceindustryisnotbehind,allinsurancecompanies,insuranceintermediarycompaniesandotheractiveexplorationoftheInternetmarketingroadtopromotetherapiddevelopmentofourcountry'sInternetinsurance.Withtheestablishmentofourfirstinsuranceinformationwebsitein1997,thedevelopmentofInternetinsurancehasbeenrapidbylessthan20years,notonlytheinsurancepremiumscaleandthenumberofinsuredpersonshaveincreasedrapidly,theinsurancepremiumscalehasincreasedbymorethan80.0%from2015to2016,whilethenumberofinsuredconsumershasincreasedby60.0%overthesameperiod.Moreover,themainbodiesofinsurancemarketactivelyexplorevariousmarketingmodes.Atpresent,themarketingchannelsofInternetinsuranceinourcountryarediversifiedintotwocategories:oneistraditionalInternetinsurancemarketingchannels,includingtheofficialwebsiteofinsurancecompaniesandthespecializedthird-partyInternetinsurancemarketingplatformestablishedbyinsuranceintermediaries;SecondmobileInternetinsurancemarketingchannels,includinginsurancemicromessagingmarketingplatformandinsurancecompaniestodevelopofficialAPP.Inordertofurtherpromotethehealthydevelopmentofourcountry'sInternetinsurance,thispapermainlystudiesthedevelopmentofourcountry'sInternetinsurancemarketingmode,andgivessomepracticalsuggestions.Keywords:insuranceindustry;Insurancemarketing;Internetmarketing目录摘要.....................................................IAbstract.................................................II绪论......................................................1第一章互联网保险营销的概念...............................2（一）互联网营销的概念....................................2（二）互联网营销的优势....................................21、成本低廉、覆盖面广................................22、挖掘数据、精准定价................................23、信息透明、便于互动................................24、场景销售、产品创新.................................2（三）互联网营销的现状....................................3（四）互联网保险营销的必要性..............................31、经营成本低.......................................32、信息量大，具有互动性.............................33、有利于促进保险宣传和市场调研的电子化，加快新产品推出............................................
