本科论文本科论文摘要在中国保险业近几十年的快速发展过程中，传统保险业的发展由于各种问题，特别是营销策略的发展而遇到了瓶颈，营销策略还存在着一定的问题。因此，互联网公司亟需提高互联网保险营销策略，通过挖掘客户，并加强全社会风险保障意识，才能在竞争激烈的互联网保险行业立于不败之地。本文对互联网保险营销策略进行研究，以“互联网＋”为背景，探讨了论文的研究背景和意义，以及相关的国内外研究现状。以互联网保险营销概述为基础，通过分析互联网保险营销模式以及营销策略，找出现阶段营销策略存在的问题并提出相应的对策和建议，以期对互联网保险营销起到积极的推动作用。关键字：互联网保险，保险产品，营销策略本科论文本科论文AbstractOverthepastdecade,therehasbeenarapiddevelopmentintheChineseinsuranceindustry.Thegrowthoftraditionalinsuranceindustryhasencounteredabottleneckduetovariouschallenges.Inparticular,therehasbeenalotofissuesarisinginthemarketingstrategiesoftheinsurancecompanies.Asaresult,Insurancecompaniesareseekingurgentlyneededsolutionstoimproveonlinemarketingstrategies.Onlybyattractingnewcustomersandraisingtheawarenessofriskpreventioninthewholesocietycancompaniessucceedinthehighlycompetitiveonlineinsurancemarket.Thispaperstudiestheonlinemarketingstrategyintheinsuranceindustry.With"Internet+"asthebackground,thepaperdiscussedthebackground,significanceandstatusoftheresearchathomeandabroad.Inthispaper,weintroducedtheconceptofInternetinsuranceindustry.Byanalyzingthemarketingmodelsandstrategies,wefoundoutexistingproblemsandcameupwithsomemeasuresandsuggestions.Welookforwardtoplayingapositiveroleinpromotingonlinemarketingstrategiesintheinsuranceindustry.Keywords:Internetinsurance,Insuranceproducts,Marketingstrategy目录TOC\o"1-3"\h\uHYPERLINK\l_Toc12191前言PAGEREF_Toc121911HYPERLINK\l_Toc181571绪论PAGEREF_Toc181572HYPERLINK\l_Toc107401.1研究背景PAGEREF_Toc107402HYPERLINK\l_Toc112591.2文献综述PAGEREF_Toc112592HYPERLINK\l_Toc293741.3研究内容及意义PAGEREF_Toc293743HYPERLINK\l_Toc285631.4研究方法PAGEREF_Toc285633HYPERLINK\l_Toc303702互联网保险营销概述PAGEREF_Toc303704HYPERLINK\l_Toc71522.1互联网保险的概述PAGEREF_Toc71524HYPERLINK\l_Toc90322.2互联网保险营销定义PAGEREF_Toc90324HYPERLINK\l_Toc295452.3我国互联网保险发展历程PAGEREF_Toc295454HYPERLINK\l_Toc114492.4我国互联网保险营销现状PAGEREF_Toc114495HYPERLINK\l_Toc120602.5互联网保险的模式及营销特点PAGEREF_To