国寿财险移动展业平台应用研究

发布时间：2018-05-14 05:04

本文选题：移动互联网保险 + 国寿财险　；参考：《郑州大学》2017年硕士论文

【摘要】：随着新4G网络技术的发展以及移动智能终端的普及,移动互联网时代悄然而至。移动互联网不但革新了人们的生产、生活方式,而且还引发了整个社会商业模式的变革。保险行业是我国金融服务领域中竞争最为激烈、市场化水平最高的行业,同时也是时刻走在时代前沿的行业。基于移动互联网未来发展的广阔前景,各大保险企业纷纷进行战略布局,谋求以移动互联网保险为新的突破口,助推行业由粗放式、不可持续式的无差异恶性竞争转变为内涵式、可持续式的差异化服务竞争。因此,如何借助移动互联网进行企业信息化建设提升自身市场竞争力成为我国保险企业的战略核心。“国寿天财——招财猫”自2015年10月正式上线运营,是国寿财险为保险营销人员设计研发的电子移动出单工具。相比传统的前台人工出单模式,“国寿天财——招财猫”在简化保险出单环节、缩短保险出单时间、提升保险出单效率方面卓有成效。然而由于运营时间短、经验少,“国寿天财——招财猫”在应用实践中也存在一些问题,主要表现为平台出单件数占比较低、保费占比增速较慢、地域间应用差距较大以及员工疑义较多等。在深入剖析这些问题的基础上,本文从战略认知、技术支持、平台用户以及运营机制四个层面展开分析“国寿天财——招财猫”应用中存在的瓶颈因素。针对这些瓶颈因素,本文从把握移动展业平台推广内涵、丰富创新运营推动途径、提高信息技术要素的投入、强化队伍运营能力建设以及打造移动展业特色销售平台等五个角度提出对策建议,从而推动该平台更好地应用。
[Abstract]:With the development of new 4G network technology and the popularization of mobile intelligent terminals, the era of mobile Internet is coming quietly. Mobile Internet not only revolutionizes people's production and life style, but also changes the whole society's business model. Insurance industry is the most competitive and market-oriented industry in the field of financial services in China, and it is also the industry at the forefront of the times. Based on the broad prospect of the future development of the mobile Internet, the major insurance companies have carried out strategic layout, seeking to take the mobile Internet insurance as a new breakthrough, promoting the industry from extensive, The non-sustainable non-differential malignant competition is transformed into the implicit and sustainable differentiated service competition. Therefore, how to use mobile Internet for enterprise information construction to enhance their market competitiveness has become the strategic core of our insurance enterprises. Guoshou Tiancai-Zhaocai Cat, which has been on line since October 2015, is an electronic mobile single tool designed for insurance marketers. Compared with the traditional artificial single-out mode in front desk, "Guoshoutiangcai" is very effective in simplifying the single chain of insurance, shortening the time of single out of insurance, and improving the efficiency of single out of insurance. However, due to the short operating time and less experience, there are some problems in the application of "Guoshoutiangcai", which mainly shows that the number of units out of the platform is relatively low, and the premium ratio is increasing slowly. Application gap between regions and staff doubt more and so on. On the basis of deeply analyzing these problems, this paper analyzes the bottleneck factors in the application of "Guoshou Tiancai" from four aspects: strategic cognition, technical support, platform users and operation mechanism. In view of these bottleneck factors, this article from grasp the mobile exhibition platform promotion connotation, rich innovation operation promotion way, enhances the information technology essential factor input, Strengthen the team operation ability construction and build the mobile exhibition industry characteristic sale platform and so on five angles puts forward the countermeasure suggestion, thus impels this platform to use better.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F724.6

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