摘要
本文以华安保险公司为例进行研究，通过调查和分析，主要有单一产品类别、缺乏价格优势、单一营销渠道和低品牌认知度这四个根本原因阻碍华安保费的增长。本文从国内外互联网保险的形式和开发状况开始，对互联网的浪潮对华安保险公司和保险市场整体的影响进行说明。结合华安保险公司的地位和特性，采用SWOT分析，结合华安保险公司的优点、缺点、机会、威胁，显示公司未来市场战略的优化方向。另外，从产品、渠道、价格、促销这四个方面来调整产品结构，在促进差别化创新的同时发展股东的业务，细化市场，严格控制风险，优化营销渠道，优化网络营销提议重视互联网的开发，最后加强队伍的构筑和公司的品牌宣传的强化等一系列的最优化对策。华安保险公司探索、优化和整合基于互联网的营销渠道和方法，创建综合统一的网络营销平台，网络营销与传统营销互补模式建立自己的行业特点和信息技术相结合。
关键词：保险行业；华安公司；销售增长率；营销策略优化
Abstract
This paper takes Hua'an insurance company as an example to study. Through investigation and analysis, there are four fundamental reasons hindering the growth of Hua'an insurance premium, namely, single product category, lack of price advantage, single marketing channel and low brand recognition. This paper begins with the form and development of Internet insurance at home and abroad, and explains the influence of Internet wave on Hua'an insurance company and insurance market as a whole. Combined with the status and characteristics of Hua'an insurance company, the SWOT analysis is used to show the optimization direction of the company's future market strategy by combining the advantages, disadvantages, opportunities and threats of Hua'an insurance company. In addition, we should adjust the product structure from the four aspects of product, channel, price and promotion, develop shareholder's business, refine market, strictly control risk, optimize marketing channel, optimize network marketing. We suggest that we should attach importance to the development of the Internet, and finally strengthen the construction of the team and the strengthening of the company's brand publicity. Hua'an insurance company explores, optimizes and integrates the marketing channels and methods based on the Internet, creates a comprehensive and unified network marketing platform, and establishes the complementary mode of network marketing and traditional marketing, and combines its own industry characteristics and information technology.
Key words: insurance industry; Hua'an company; sales growth rate; marketing strategy optimization
目录
一、绪论1
（一）研究背景1
（二）研究意义1
（三）国内外研究现状1
（四）研究内容2
二、华安保险公司市场营销现状分析3
（一）华安保险公司简介3
（二）华安保险公司SWOT分析3
（三）华安保险公司营销现状4
三、华安保险公司保费收入增长率下滑的原因6
（一）产品种类单一6
（二）价格缺乏优势6
（三）营销渠道单一7
（四）品牌知名度低7
四、华安保险公司营销策略优化8
（一）产品策略优化8
（二）价格策略优化8
（三）渠道策略优化9
（四）促销策略优化9
五、结论10
参考文献
