金融学院知识库

随着科技的深入发展和网络的不断进步，人们的日常生活方式也在发生着改变，而企业的营销手段也在不断地更新。以往，传统的线下销售模式作为保险公司的主流运营模式，如今已经无法满足消费者日益增长的需求，使得传统的线下渠道难以实现大规模的扩张。互联网营销凭借其独特的产品、服务、渠道、技术和便捷等优势，逐渐取代传统营销，成为保险公司拓展业务的主要渠道。

本文主要运用了文献研究法及案例分析法，以中国大地财险甘肃分公司为例，对其互联网营销策略进行了研究。首先分析了国内外互联网营销的现状，从中吸取一定的经验，并结合PEST、SWOT模型分析了中国大地财险公司甘肃分公司发展互联网保险营销所面临的内外部环境和因素，发现主要存在六方面的问题：公司品牌影响力不足、产品创新不足、专业营销团队匮乏、网络营销沟通不畅、信息安全保障不足、价格缺乏竞争优势，为其探索互联网保险营销发展策略提供参考。

基于以上的研究与分析，从产品、价格、渠道、促销几个方面提出营销策略优化方案，并从提升服务、优化运营、提高人员素质，强化技术来保障营销策略的实行。以促进中国大地财险甘肃分公司互联网保险营销的发展，增强其竞争力及用户的满意度，从而获得更大的市场份额。同时，也为我国其他保险公司进行互联网保险营销提供一些有价值的探索实践。

关键词：互联网保险营销 优化策略 保障措施 中国大地财产保险股份有限公司甘肃分公司

With the continuous progress of science and technology and the in-depth development of the network, people's living habits are changing, and the marketing methods of enterprises are constantly updated. In the past, the traditional offline sales model, as the mainstream operation mode of insurance companies, has been unable to meet the growing demand of consumers, making it difficult for the traditional offline channels to achieve large-scale expansion. Network marketing with its unique products, services, channels, technology and convenient advantages, gradually replace the traditional marketing, become the main channel for insurance companies to expand business.

This paper mainly uses literature research method and case analysis method, taking  as an example, to study its Internet marketing strategy. Firstly, the status quo of Internet marketing at home and abroad is analyzed, from which certain experience is drawn, and PEST and SWOT models are combined to analyze the internal and external environment and factors that China Land Property Insurance Co. Ltd. Gansu Branch is facing in developing Internet insurance marketing, and six main problems are found: The company's lack of brand influence, product innovation, professional marketing team, poor communication in network marketing, insufficient information security guarantee, and lack of competitive advantage in price provide reference for its exploration of Internet insurance marketing development strategy.

Based on the above research and analysis, from the aspects of products, prices, channels, promotions, the marketing strategy optimization program is proposed, and from the improvement of service, optimization of operation, improvement of personnel quality, strengthen technology to ensure the implementation of marketing strategy. In order to promote the development of Internet insurance marketing in China Land Property Insurance Co. Ltd. Gansu Branch, enhance its competitiveness and user satisfaction, and thus obtain a larger market share. At the same time, it also provides some valuable exploration practices for other insurance companies in China to carry out Internet insurance marketing.

Keywords: Internet Insurance Marketing；Optimization strategy；Safeguard measures；China Land Property Insurance Co. Ltd. Gansu Branch