河南人保公司开展网上保险营销的个案研究
摘要
随着WTO的加入，保险市场主体增多，人保公司改革的进一步深化和细化，当前河南保险市场的竞争已充分展开。河南人保公司面临着如何在新的竞争局面下占领先机，巩固市场，从而得到长足的发展，继而支持和保障河南省经济的继续腾飞。因此，改变、创新河南人保的营销策略是河南人保发展工作的重中之重。
河南人保是计划经济体制下成立的保险公司。长久以来，延续着计划经济体制下的管理模式和营销模式。尤其是保险市场主体增多后，各家保险公司纷纷抢占保险市场，造成河南人保被动抵抗的局面。本文依据市场营销理论，深入分析河南保险市场的状况，对河南人保公司提出了具体有效的营销创新方案。
本文首先介绍了河南人保的发展现状，指出了现行营销策略的弊端，重申了营销需要创新的必要性，并提出了网络营销这一全新的营销策略。随后对网络保险进行了系统分析。网络给网络保险搭建了运营的平台，网络保险的形成提高了保险业的效率，拓宽了保险业务的时间和空间，加剧了保险市场的竞争，促使传统保险角色的转换，对推动保险业的整体发展有着重要的意义。针对分析结果，提出了河南人保开展网络保险的营销思路和方法。阐述了河南人保网络保险营销策略。最后，本文就河南人保网络机动车保险营销个案作了可行性分析和策略研究。
对于河南人保来讲，改革现行营销模式，有效使用网络，发展网络保险，有着实际意义。营销策略的变化，必会使保险市场重新“洗牌”。因此，本文对其他保险公司也具有一定的参考价值。
With the enrollment of WTO and the increase of participants in insurance market, together with the reforms carried out in the henan insurance companies in a more deep and detailed method, the competition has been fully interpreted in the insurance market in Henan Province. The PICC Henan Branch is faced with how to take initiates under new competitive situations, how to stabilize the current marketing mix, thus to achieve profound development in order to uphold and secure further advancement of economy in Henan province. Therefore, reform and innovation should be the focus in our future marketing strategy of Henan Insurance.
The PICC Henan Branch in Henan Province is set up under planned economy. The traditional management and marketing styles associated with planned economy have been running in a long period. However, with the increase of participants, multiple insurance companies have all entered the competition of insurance market, while the PICC Henan Branch has been under passive situations. In this paper, based on the analysis in marketing theories and current situations of insurance market in Henan Province, a detailed marketing innovation strategy is put forward.
Firstly, the current situations are analyzed, where the problems existed in traditional marketing strategy are figured out and the idea of innovation is underlined again, thus the method of internet-based marketing is introduce herein. Further, a systematic analysis about internet-based marketing is carried out. The internet offers a floor for modernized insurance marketing. The formation of internet-based insurance helps to increase efficiency in the insurance industry, spreads the time and space volume of insurance operations, promotes competition, and at the same time urges the transition of traditional insurance roles, thus in all improves the overall development of insurance industry. According to the analyzing results, some views and methods concerning internet-based marketing are brought forward, and the insurance marketing strategy of Henan Province is interpreted. Lastly, a case study in locomotive is carried out, including the feasibility and strategy analysis.
How to renovate the current marketing methods, how to efficiently utilize
internet, thus develop internet-based insurance are valuable for The PICC Henan Branch. Changes in the marketing strategy will lead to a new market partition. Therefore, the analysis is also valuable to other insurance companies.
河南人保是计划经济体制下成立的保险公司。长久以来，延续着计划经济体制下的管理模式和营销模式。尤其是保险市场主体增多后，各家保险公司纷纷抢占保险市场，造成河南人保被动抵抗的局面。本文依据市场营销理论，深入分析河南保险市场的状况，对河南人保公司提出了具体有效的营销创新方案。
本文首先介绍了河南人保的发展现状，指出了现行营销策略的弊端，重申了营销需要创新的必要性，并提出了网络营销这一全新的营销策略。随后对网络保险进行了系统分析。网络给网络保险搭建了运营的平台，网络保险的形成提高了保险业的效率，拓宽了保险业务的时间和空间，加剧了保险市场的竞争，促使传统保险角色的转换，对推动保险业的整体发展有着重要的意义。针对分析结果，提出了河南人保开展网络保险的营销思路和方法。阐述了河南人保网络保险营销策略。最后，本文就河南人保网络机动车保险营销个案作了可行性分析和策略研究。
对于河南人保来讲，改革现行营销模式，有效使用网络，发展网络保险，有着实际意义。营销策略的变化，必会使保险市场重新“洗牌”。因此，本文对其他保险公司也具有一定的参考价值。
With the enrollment of WTO and the increase of participants in insurance market, together with the reforms carried out in the henan insurance companies in a more deep and detailed method, the competition has been fully interpreted in the insurance market in Henan Province. The PICC Henan Branch is faced with how to take initiates under new competitive situations, how to stabilize the current marketing mix, thus to achieve profound development in order to uphold and secure further advancement of economy in Henan province. Therefore, reform and innovation should be the focus in our future marketing strategy of Henan Insurance.
The PICC Henan Branch in Henan Province is set up under planned economy. The traditional management and marketing styles associated with planned economy have been running in a long period. However, with the increase of participants, multiple insurance companies have all entered the competition of insurance market, while the PICC Henan Branch has been under passive situations. In this paper, based on the analysis in marketing theories and current situations of insurance market in Henan Province, a detailed marketing innovation strategy is put forward.
Firstly, the current situations are analyzed, where the problems existed in traditional marketing strategy are figured out and the idea of innovation is underlined again, thus the method of internet-based marketing is introduce herein. Further, a systematic analysis about internet-based marketing is carried out. The internet offers a floor for modernized insurance marketing. The formation of internet-based insurance helps to increase efficiency in the insurance industry, spreads the time and space volume of insurance operations, promotes competition, and at the same time urges the transition of traditional insurance roles, thus in all improves the overall development of insurance industry. According to the analyzing results, some views and methods concerning internet-based marketing are brought forward, and the insurance marketing strategy of Henan Province is interpreted. Lastly, a case study in locomotive is carried out, including the feasibility and strategy analysis.
How to renovate the current marketing methods, how to efficiently utilize
internet, thus develop internet-based insurance are valuable for The PICC Henan Branch. Changes in the marketing strategy will lead to a new market partition. Therefore, the analysis is also valuable to other insurance companies.
引文
[1] 顾祖芬．2000年世界保费收入统计．中国保险，2002(1)：56-58
[2] 朱天慧．论财产保险营销机制的建立．保险研究，2001(10)：41-44
[3] James S. Triechman. Sandra G. Gustavson. Risk Management and Insurance Harvard business review, 2003.11:42-47
[4] 姚海明．保险营销理论与案例．复旦大学出版社，2002-6：76-104
[5] Charles W. lamb、Jr. Joseph F. Hair、Carl Me Damiel. Essentials of Marketing. 3rd edition. South-Western College Publishing, 2003:23-26
[6] 马克态．成功的分销渠道策划．中国国际广播出版社，2003
[7] 范亮．保险行业市场弊端．中国保险，2002(6)：7-11
[8] Charles W. Lamb、Joseph E Hari、Carl Me Daniel. Marketing 6th , 2003:33-35
[9] 张胜利．保险公司踢开车险代理商似乎行不通．中国保险报，2003-2-14
[10] 网络保险在美国．中国保险，2000(9)：12-15
[11] Ming Fan, Sayee Srinivasan、Jan Stallaert、Andrew B. Whinton. Electronic Commerce and the Revolution in Finacial Markets. Journal of management studies, 2003:41-43
[12] 网络保险在我国．中国保险，2000(9)：15-17
[13] 任丽．宽带网络建设的发展方向．信息系统工程，2001(4)：78-81
[14] 发展电子商务已具备了一定机遇．国际金融报，2000-7-19
[15] 张卓其、史明坤．网上支付与网上金融服务．东北财经大学出版社，2002-5
[16] 网络保险离我们多远．中国保险，2002(10)：32-35
[17] 白木，子荫．美国保险令人目眩．中国保险．2001-2：8-9
[18] 网上保险广场启动保险电子商务．国际金融报，2000-9-15
[19] 张德斌、关敏．网络金融与风险投资．中国国际广播出版社，2001-1
[20] Amir hartman、John sifonis、John kador. Net Ready. Strategies for Success in the E-conomy, 2000
[21] 董惠良．网络营销．高等教育出版社，2000-1
[22] Kent Beck. Embracing Change with Extreme Programming IEEE Computer 1999, No. 10:12-15
[23] 赵月东、刘苏．中国电子商务面临的现实课题．中国邮电，2000-4-7
[24] 芮廷先．电子化监管技术．电子工业出版社，2003-1
[25] 洪涛．高级电子商务教程．经济管理出版社，2003-4
[26] Klepper R., Jones W.O.. Outsourcing Information Technology. Systems & Services, 2003
[27] 宋文官．电子商务与网络营销．东北财经大学出版社，2003-6
[28] 邓仲华．电子商务系统分析与设计．武汉大学出版社，2003-8
[29] Korper S., Ellis J.. The E-Commerce Book. Building the E-Empire, 2002
[30] 盛晓白．网络经济通论．东南大学出版社，2003-3
[31] 洪涛．共享电子商务时代．中国信息报，2000-10-31
[32] 王文学、张永清、刘辉．中小企业电子商务运作方案．西南财经大学出版社，2001-8
[33] 保险资讯．保险公估亮相京城．中国保险，2001-7：17-19
[34] Don Tapscott、Alex Lowy、David Ticoll. Blueprint to The Digital Economy. Creating Wealth in The Era of E-Business 2003
[35] 向欣．电子商务与零售革命．中国经济出版社，2000
[36] 菲利浦·科特勒等．市场营销管理．北京：中国经济出版社，2000
[37] 匡致远等．服务营销．广州：广东经济出版社，1999年
[38] 薛华成．管理信息系统．北京：清华大学出版社，1999年
[39] 洪涛．营销创新是我国企业21世纪的任务．市场营销导刊，2002(1)：55-57
[40] 黄敏学．网络营销．武汉：武汉大学出版社，2000年
[41] 菲利浦·科特勒．市场营销新思维．中外管理，2002(4)：38-40
[42] Loken, Barbra and Deborah Rodder John. Biluting Brand Equity: When do Brand Extensions have a Negative Impact? Journal of Marketing. 57 (July, 1993): 71-84
[43] 夏春玉等．知识经济时代分销渠道的选择．经济管理，2002(2)：64-68
[44] Martin Christopher, Adrian Payne and David Ballantyne. Relationship Marketing London: Buter Worth-Heinemann Ltd. 1992
[45] 曹孟勤等．企业市场策划．河北：河北大学出版社，1997年
[2] 朱天慧．论财产保险营销机制的建立．保险研究，2001(10)：41-44
[3] James S. Triechman. Sandra G. Gustavson. Risk Management and Insurance Harvard business review, 2003.11:42-47
[4] 姚海明．保险营销理论与案例．复旦大学出版社，2002-6：76-104
[5] Charles W. lamb、Jr. Joseph F. Hair、Carl Me Damiel. Essentials of Marketing. 3rd edition. South-Western College Publishing, 2003:23-26
[6] 马克态．成功的分销渠道策划．中国国际广播出版社，2003
[7] 范亮．保险行业市场弊端．中国保险，2002(6)：7-11
[8] Charles W. Lamb、Joseph E Hari、Carl Me Daniel. Marketing 6th , 2003:33-35
[9] 张胜利．保险公司踢开车险代理商似乎行不通．中国保险报，2003-2-14
[10] 网络保险在美国．中国保险，2000(9)：12-15
[11] Ming Fan, Sayee Srinivasan、Jan Stallaert、Andrew B. Whinton. Electronic Commerce and the Revolution in Finacial Markets. Journal of management studies, 2003:41-43
[12] 网络保险在我国．中国保险，2000(9)：15-17
[13] 任丽．宽带网络建设的发展方向．信息系统工程，2001(4)：78-81
[14] 发展电子商务已具备了一定机遇．国际金融报，2000-7-19
[15] 张卓其、史明坤．网上支付与网上金融服务．东北财经大学出版社，2002-5
[16] 网络保险离我们多远．中国保险，2002(10)：32-35
[17] 白木，子荫．美国保险令人目眩．中国保险．2001-2：8-9
[18] 网上保险广场启动保险电子商务．国际金融报，2000-9-15
[19] 张德斌、关敏．网络金融与风险投资．中国国际广播出版社，2001-1
[20] Amir hartman、John sifonis、John kador. Net Ready. Strategies for Success in the E-conomy, 2000
[21] 董惠良．网络营销．高等教育出版社，2000-1
[22] Kent Beck. Embracing Change with Extreme Programming IEEE Computer 1999, No. 10:12-15
[23] 赵月东、刘苏．中国电子商务面临的现实课题．中国邮电，2000-4-7
[24] 芮廷先．电子化监管技术．电子工业出版社，2003-1
[25] 洪涛．高级电子商务教程．经济管理出版社，2003-4
[26] Klepper R., Jones W.O.. Outsourcing Information Technology. Systems & Services, 2003
[27] 宋文官．电子商务与网络营销．东北财经大学出版社，2003-6
[28] 邓仲华．电子商务系统分析与设计．武汉大学出版社，2003-8
[29] Korper S., Ellis J.. The E-Commerce Book. Building the E-Empire, 2002
[30] 盛晓白．网络经济通论．东南大学出版社，2003-3
[31] 洪涛．共享电子商务时代．中国信息报，2000-10-31
[32] 王文学、张永清、刘辉．中小企业电子商务运作方案．西南财经大学出版社，2001-8
[33] 保险资讯．保险公估亮相京城．中国保险，2001-7：17-19
[34] Don Tapscott、Alex Lowy、David Ticoll. Blueprint to The Digital Economy. Creating Wealth in The Era of E-Business 2003
[35] 向欣．电子商务与零售革命．中国经济出版社，2000
[36] 菲利浦·科特勒等．市场营销管理．北京：中国经济出版社，2000
[37] 匡致远等．服务营销．广州：广东经济出版社，1999年
[38] 薛华成．管理信息系统．北京：清华大学出版社，1999年
[39] 洪涛．营销创新是我国企业21世纪的任务．市场营销导刊，2002(1)：55-57
[40] 黄敏学．网络营销．武汉：武汉大学出版社，2000年
[41] 菲利浦·科特勒．市场营销新思维．中外管理，2002(4)：38-40
[42] Loken, Barbra and Deborah Rodder John. Biluting Brand Equity: When do Brand Extensions have a Negative Impact? Journal of Marketing. 57 (July, 1993): 71-84
[43] 夏春玉等．知识经济时代分销渠道的选择．经济管理，2002(2)：64-68
[44] Martin Christopher, Adrian Payne and David Ballantyne. Relationship Marketing London: Buter Worth-Heinemann Ltd. 1992
[45] 曹孟勤等．企业市场策划．河北：河北大学出版社，1997年
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |