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1、上海交通大学MBA学位论文中美联泰大都会人寿保险有限公司互联网营销策略分析专属的互联网营销方案第六章重点研究了互联网营销和线下营销在开展过程中的互动和平衡问题，旨在帮助公司达到整合营销的目标和效果。第七章是本文的结论和进一步研究方向。研究发现大都会人寿网络营销策略在很大程度上迎合不同消费群体的需求，相关营销策略的制定必需遵循差异化以及以客户为中心的原则，有针对性的实施。本文除希望能为大都会人寿开展网络营销产生积极影响外，也希望能为我国互联网保险营销提供可以借鉴的实际操作方法。关键词：大都会，人寿保险，网
2、络营销策略，互联网保险万方数据上海交通大学MBA学位论文中美联泰大都会人寿保险有限公司互联网营销策略分析THERESEARCHOFSino-USUNITEDMetLifeFORON-LINFEMARKETINGSTRATEGYABSTRACTWiththecomingeraofweb2.0,internethasbecomeindispensablenecessitiesoflife.ThehugeamountofinternetusersandtherapidpopularizationofInter
3、netconsumptionhabitshavemadeinternetanimportantmarketingchannelthatcannotbeignored.Internetisfeaturedwithsimple,low-cost,socialconnection,private-tailored.Becauseoftheadvantagesoflowoperationcostandthecustomer-orientedfeature,moreandmoreinsurancecompanie
4、shaveattemptedatinternet.Accordingtothestatisticdata,about50%domesticinsurancecompanieshavelaunchedtheirE-insurancebusiness.In2014,thismarketisshowingintensecompetition.MetLifehasentereddomesticmarketfor10years.With4saleschannelsincludingagency,Bancassur
5、ance,DM/TMandgroupinsurance,MetLifehasalwaysoccupiedaplaceindomesticmarket.However,MetLifeisalsofacinggreatopportunitiesandchallengeswiththegrowing万方数据上海交通大学MBA学位论文中美联泰大都会人寿保险有限公司互联网营销策略分析homogenizationoftheproductandtheincreasinglycompetitiveenvironment
6、.Tothisend,Howtomakeuseofinternettobroadensaleschannels,enhancebrandimage,strengthencustomerrelationshipshasbecometheissueofcommonconcernofthewholecompany.Therefore,MetLifewilltakeonlinemarketinganddigitalinnovationasimportantmeasuresforfuturedevelopment
7、.Asabreakthroughpoint,MetLifeaimtocreatethecompetitiveadvantagesinE-era.Firstly,beginningwiththestudyofthedomesticinsurancemarketsituationandE-insurancedevelopmentstatus,thisarticleaimstoanalysistheexternalmarketenvironment,developmentopportunities,inter
8、netmediaresourcesandonlinemarketingsituationforMetLifecarryingoutE-insuranceinthefuture.Secondly,basedontheuseofexploratoryresearchtechnology,thisarticleexcavatesconsumptionmodeoftargetcustomers.Finally,combinedwiththe4Cma
