金融学院知识库

摘  要

  从2009年开始，互联网发展突飞猛进，在有力的政策支持下，2013年保险行业开始大量进军互联网。互联网保险得到较大的发展，不少互联网保险公司也逐渐形以场景营销为主的营销方式。场景营销主要通过紧密联系客户所处情景和空间与客户进行互动，有助于准确抓住消费者的痛点进行营销。该营销方式不仅与互联网保险公司展业方式相适应，也可在不同的场景下把握消费者的心理诉求，并实现产品和服务的需求转化和推动，对于互联网保险公司抢占先机占领市场份额具有十分重要的意义。

    众安保险在互联网财险市场位所占份额位居首位，且主要产品为互联网场景产品，能积极运用场景与消费者搭建联系。本文以众安保险为例，通过研究其场景营销的做法与特色和当前的不足，为互联网保险公司运用场景营销提供借鉴意义。随着互联网保险规模和覆盖面不断加大，有必要对该模式发展概况、运用模式、风险特征进行全面的分析，通过众安保险的案例为解决互联网保险公司场景营销的运用提供有力依据，推动互联网保险公司营销的健康发展。

  本文内容主要分为四个部分。第一，全面梳理相关研究文献及理论依据，保证全文的逻辑推理和理论分析的严谨性；第二，分析互联网保险公司场景营销的必要性，概述互联网保险公司场景营销的探索与实践；第三，从我国第一家专业互联网保险公司众安保险为对象进行案例分析，总结了场景营销的特色与成效，分析了面临的机遇与挑战；第四，提出不仅仅针对众安保险，对其他互联网保险公司也有积极借鉴意义的完善场景营销运用的对策建议。

  互联网保险公司的营销是当前行业发展的热点和难点问题。通过对该问题的研究，本文总结互联网保险公司场景营销面临有利环境条件和场景营销运用的特征，通过典型案例运用场景营销的优劣势分析，为互联网保险公司场景营销的运用的设计和未来发展提供有益参考。

Abstract

  Since 2009, the Internet has developed rapidly. With strong policy support, the insurance industry began to enter the Internet in 2013. Internet insurance has been greatly developed, and many Internet insurance companies have gradually formed a marketing mode based on scene marketing. Scene marketing mainly interacts with customers by closely connecting with their situation and space, which helps to accurately grasp consumers' pain points for marketing. This marketing method not only adapts to the Internet insurance company's exhibition mode, but also can grasp the psychological demands of consumers in different scenarios, and realize the demand transformation and promotion of products and services, which is of great significance for Internet insurance companies to seize the opportunity and occupy the market share.

Zhongan insurance takes the first place in the Internet property insurance market, and its main products are Internet scene products, which can actively use the scene to build contact with consumers. This paper takes Zhongan insurance as an example, through the study of its scene marketing practices and characteristics and current shortcomings, to provide reference for Internet insurance companies to use scene marketing. With the increasing scale and coverage of Internet insurance, it is necessary to conduct a comprehensive analysis on the development situation, application mode and risk characteristics of the mode. Through the case of    Zhongan insurance, it provides a strong basis for solving the application of scenario marketing of Internet insurance companies, and promotes the healthy development of Internet insurance companies' marketing.

  This paper is divided into four parts. Firstly, the relevant research literature and theoretical basis are comprehensively combed to ensure the logical reasoning and theoretical analysis of the full text; Secondly, it analyzes the necessity of scenario marketing of Internet insurance companies, and summarizes the exploration and practice of scenario marketing of Internet insurance companies; Thirdly, the case study of Zhongan insurance, the first professional Internet insurance company in China, summarizes the characteristics and effectiveness of scene marketing, and analyzes the opportunities and challenges it faces; Fourth, put forward not only for Zhongan insurance, but also for other Internet insurance companies to improve the use of scene marketing countermeasures and suggestions.

  The marketing of Internet insurance companies is a hot and difficult issue in the current industry development. Through the study of this problem, this paper summarizes the favorable environment and the characteristics of scenario marketing of Internet insurance companies, and analyzes the advantages and disadvantages of scenario marketing through typical cases, so as to provide useful reference for the design and future development of scenario marketing of Internet insurance companies.