传统保险与互联网保险融合研究

发布时间：2018-03-22 00:11

本文选题：传统保险　切入点：互联网保险　出处：《广东财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：在互联网保险发展迅猛的背景下,本文通过对比传统保险渠道与互联网保险各自的优势及劣势分析,结合互联网行业的相关数据,发现传统保险渠道能够弥补互联网保险营销的被动性、技术安全问题、客户信任度低、人文气息缺乏等问题,而互联网又能弥补传统保险渠道成本高、客户信息匮乏、保险产品单一与智能化低等问题,表明二者有融合的必要性,融合后能解决各自的问题,能更完美的营造未来的保险市场,为保险客户群体提供更完善的服务,并在营销、投保、理赔环节构建了传统保险与互联网融合方案。通过研究取得以下结论:(1)互联网与传统保险渠道的融合将会使得保险公司在多层次的消费者的保险市场中取得一席之地。它满足市场多层次需要的一个途径,顺应的一个趋势与发展。此种融合渠道的特点对营销模式特点的塑造还体现在保险需求满足基础上。尽管说现在的保险产品都比较趋同化,但是还是在部分细节上会有些差别。(2)互联网保险与传统保险渠道的融合将传统的线下销售与服务,扩展到线上与线下相结合,通过网络将中介(代理人)、客户、保险企业时刻连接在一起,能够促进线上线下业务水平的共同提升。一方面,互联网保险能够促进传统渠道中保险产品销售与服务,保险客户在互联网上寻求保险服务后,线下人员能够及时的跟进,满足客户的产品或服务需求。另一方面,线下也能够推动线上产品销售与服务。(3)保险网络化经营是通过互联网的工具,运用大数据原理与网络媒体的合作来与保险客户交流沟通,提供保险客户最优质的保险服务。它使保险信息交流共享、保险产品设计与营销、投保、核保、支付、承保、保单信息维护、理赔、给付保险金等保险全过程实现网络化经营。
[Abstract]:Under the background of the rapid development of Internet insurance, this paper compares the advantages and disadvantages of traditional insurance channels and Internet insurance, and combines the relevant data of the Internet industry. It is found that the traditional insurance channels can make up for the passive nature of Internet insurance marketing, technical safety problems, low customer trust, lack of humanistic atmosphere, and the Internet can make up for the high cost of traditional insurance channels and the lack of customer information. The problem of single insurance product and low intelligence shows that the two have the necessity to merge, after fusion can solve their own problems, can build the future insurance market more perfectly, provide more perfect service for the insurance customer group, and in the marketing, Insurance, The integration of traditional insurance and Internet is constructed in the process of claim settlement. The following conclusion is drawn from the research: 1) the convergence of the Internet and traditional insurance channels will enable insurance companies to gain a seat in the multi-level consumer insurance market. A way to meet the multi-level needs of the market, A trend and development of compliance. The characteristics of this kind of fusion channel also reflect the characteristics of marketing mode on the basis of satisfying the insurance demand. Although it is said that the insurance products are more convergent, But there will be some differences in some details.) the convergence of Internet insurance and traditional insurance channels will extend traditional offline sales and services to online and offline integration, using the Internet to mediate (agents, customers, etc.). Insurance companies are always connected together, which can promote the common improvement of online and offline business level. On the one hand, Internet insurance can promote the sale and service of insurance products in traditional channels. After insurance customers seek insurance services on the Internet, Offline personnel can follow up in time to meet customer demand for products or services. On the other hand, offline can also promote online product sales and services. Using big data's principle of cooperation with network media to communicate with insurance clients, provide insurance clients with the best quality insurance services. It enables insurance information exchange and sharing, insurance product design and marketing, insurance, insurance, insurance, payment, insurance, insurance, insurance, insurance, insurance, insurance, insurance, insurance, insurance, insurance, insurance, insurance, insurance, insurance, insurance. Insurance information maintenance, claims, insurance payments and other insurance processes to achieve network operation.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842;F724.6

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