摘要近年来，伴随着互联网的高速发展，人们的消费理念以及消费方式也发生了变化，互联网保险营销作为新兴的保险营销方式也受到了越来越多的消费者的推崇。2015年我国全年年保费收入达2.43万亿元，其中互联网保险整体保费规模达到了2234亿元，在短短几年内，我国互联网保险就得到了跨越式的发展。在未来的发展中，互联网保险营销将会成为保险公司的重要渠道手段，极大的影响着保险公司在行业中的竞争力。71251

本文以4P、4C、4R理论、网络软营销以及网络整合营销理论为全文的理论依据，首先对国内外互联网保险营销相关研究进行归纳总结，然后运用SWOT分析法分析了保险公司互联网保险营销环境，再结合我国首家获得互联网牌照的保险公司—众安保险进行具体分析，概括出其在互联网保险业务中的创新和不足，最后从互联网思维出发，提出了基于大数据、社交互动实施、020便携互动的营销策略以及策略实施的保障措施，为保险公司以及保险行业互联网保险营销发展提供可行性参考。

毕业论文关键词：互联网保险； 营销策略； SWOT分析；众安保险

Abstract In recent years, with the rapid development of Internet, and the transformation of consumer behavior, Internet insurance marketing, as a new channel of insurance marketing, has been accepted by more and more people. In 2015, insurance premium income of our country has amounted to 2.43trillion yuan,and the Internet insurance premium income has amounted to 2234billion yuan. Internet insurance goes into a leapfrog development stage. The popularity and development of Internet insurance, while having brought new good fortune to the insurance companies, have also brought unprecedented challenges. Internet will be an necessary marketing channel for insurance companies in the future development, and it will do have impact on the market share during the competition.

This paper is based on the basic principles and models of marketing such as 4P, 4C, 4R, internet soft marketing and network integrated marketing. By using SWOT analysis method, this paper analyze the Internet insurance environment of insurance companies. Then, this paper analyzed the whole internet marketing of Zhong An Insurance Corporation, which get the first domestic internet license. This paper has  analyzed inner environment of internet insurance marketing from the introduction of the company, the present situation, achievement, and problem, and supplied a basic foundation for the following.

In the end, the paper puts forward some suggestions of the Internet insurance marketing strategy based on the perspective of big date, social interaction and O2O(Online To Offline)mode and also provides some suggestions safeguard measures, which will suggest a feasible suggestion to make a better development of Internet insurance to insurance companies and the industry.

Keyword: Internet Insurance； Marketing Strategy ； SWOT；Zhong An insurance

1.绪论 6

1.1研究背景与研究意义 6

1.2研究内容与研究方法 6

1.2.1研究内容 6

1.2.2研究方法 6

1.3研究创新点及不足 6

1.3.1研究创新点 7

1.3.2研究不足 7

2. 相关理论与研究综述 7

2.1互联网保险营销相关理论 7

2.2.14P、4C、4R理论 7

2.2.2网络软营销理论 7