移动互联网时代保险行业市场营销策略研究.docx

经典专科、本科、硕博、研究生、期刊毕业论文 经典2019成稿 仅供参考 PAGE 精心整理 仅供参考 勿用作商业用途 摘 要 以移动互联网为载体，搭载4G网络这辆直通车将移动智能设备、智能家具、医疗保健等组合成产业联盟，辐射整个移动互联网产业上中下游，促进保险行业之间相互交流有效推动保险产业品牌面向市场。在保险行业与移动互联网时代相互融合的同时,给保险行业提供了绝好的改革创新机会，目前保险行业在移动互联网时代下也成现了蓬勃发展的势头。但在我国移动互联网保险行业仍有很大的发展空间,并且也会存在一些问题。如条款内容不够清晰全面、投保容易但退保理赔难、第三方支付平台安全性较低、赠送高价值保额诱导消费者等。因此移动互联网时代保险行业在不断发展的前提下也应加强条款通俗性与严谨性、优化运营流程、强化信息安全、完善移动互联网保险促销模式等。从而促进保险行业在移动互联网时代迅猛发展，同时也对研究移动互联网时代保险行业市场营销策略具有实际意义。 关键词：移动互联网时代；保险行业；营销策略 Abstract With the progress of science and technology, people have entered the era of mobile Internet, which brings convenience to human beings but also brings a series of changes. At the same time of the integration of the insurance industry and the era of mobile Internet, it provides the insurance industry with excellent opportunities for reform and innovation. At present, the insurance industry has also developed vigorously in the era of mobile Internet. However, there is still a lot of room for development in Chinese mobile Internet insurance industry, and there will be some problems. If the terms and conditions are not clear and comprehensive, it is easy to insure but difficult to refund and settle claims, the security of the third-party payment platform is low, and the premium of high value is presented to induce consumers. Therefore, the insurance industry is constantly evolving under the mobile Internet era.we should also strengthen the popularity and rigor of terms, optimize the operation process, strengthen information security, and improve the promotion mode of mobile Internet insurance. There by promoting the rapid development of the insurance industry in the era of mobile Internet Meanwhile, it is of practical significance to study the marketing strategy of the insurance industry in the era of mobile Internet. ? Key words：Mobile Internet era; Marketing strategy; The insurance industry 精心整理 仅供参考 勿用作商业用途 目 录 TOC \o 1-3 \f \h \z \u 1 绪论 1 1.1 研究背景 1 1.2　研究目的和意义 1 1.2.1　研究目的 1 1.2.2　研究意义 1