从“赏月险”谈我国保险产品创新问题

发布时间：2018-05-14 14:44

本文选题：赏月险 + 产品创新　；参考：《辽宁大学》2014年硕士论文

【摘要】：我国保险行业经过30余年的高速发展，在取得了举世瞩目成就的同时，也逐渐暴露出越来越多的问题。随着国民经济的飞速发展，保险行业也在逐渐走向成熟，保险企业一方面要满足客户越来越丰富和细致的产品和服务需求，，另一方面也要承受来自内外部的种种压力。如何更好地适应深刻变化的经营环境，在残酷的市场竞争中得以生存和发展，已成为保险公司必须深入思考的课题。 2013年8月，阿里小微金融与安联财产保险联合推出的“赏月险”一经问世便引起了巨大争议。一时间各大媒体纷纷报道，在相当长的一段时间里成为人们关注的热点，可谓赚足眼球。这款产品体现出一定积极意义的同时更多的却是折射出我国保险行业令人担忧的创新现状。保险行业的高速发展时期也是粗放发展的一段时期，多年以来的这种发展已经使许多保险公司形成了重销售规模渠道，轻产品服务创新的粗放经营模式。保险公司的产品和服务创新能力低下，造成了保险产品结构单一，市场有效供给不足，保险服务严重滞后，已经越来越不能满足人们日益多样化的保险需求。面对越来越大的同业竞争压力，走差异化道路已经成为保险企业尤其是中小保险企业得以生存和发展的必然选择。而能否实现有效的产品和服务创新，创新成果能否得到社会和公众的认可，能否满足企业的可持续经营和发展，则决定了保险企业能否走上差异化经营的道路，最终在残酷的市场竞争中得以生存和发展。本文从“赏月险”的案例入手，运用案例分析的基本方法和博弈论的分析模型，对于案例本身及保险行业的创新现状进行深入分析，找到保险企业创新动力不足的原因。在对案例本身提出改进建议的同时从政府和保险企业的角度分别提出建议，以期使保险行业的创新环境得到改善，保险企业得以更好地发展。
[Abstract]:After more than 30 years of rapid development, China's insurance industry has made remarkable achievements, but also gradually exposed more and more problems. With the rapid development of the national economy, the insurance industry is gradually maturing. On the one hand, insurance enterprises have to meet the needs of more and more rich and meticulous products and services of customers, on the other hand, they have to bear all kinds of pressure from inside and outside. How to better adapt to the profound changes in the operating environment and survive and develop in the cruel market competition has become a subject that insurance companies must think deeply. In August 2013, Alibaba Microfinance and Allianz property insurance jointly launched the "Moon Insurance" once the launch of a huge controversy. For a time, the major media have reported that in a long period of time has become the focus of attention, it can be said to earn enough eyeballs. This product reflects some positive significance, but also reflects the worrying status quo of innovation in China's insurance industry. The period of rapid development of insurance industry is also a period of extensive development. Over the years, this development has made many insurance companies form an extensive business model which emphasizes the sales scale channel and neglects the innovation of products and services. The low innovation ability of products and services of insurance companies has resulted in a single structure of insurance products, insufficient effective supply in the market and serious lag in insurance services, which has become more and more unable to meet the increasingly diversified insurance demand of people. In the face of more and more pressure of interbank competition, it has become an inevitable choice for insurance enterprises, especially small and medium-sized insurance enterprises, to survive and develop. Whether we can achieve effective product and service innovation, whether the innovative results can be recognized by the society and the public, and whether we can satisfy the sustainable management and development of the enterprise determines whether the insurance enterprise can embark on the road of differentiated management. Finally in the cruel market competition to survive and develop. This paper starts with the case of "Moon appreciation Insurance", applies the basic method of case analysis and the analysis model of game theory, deeply analyzes the case itself and the innovation present situation of insurance industry, and finds out the reasons for the lack of innovation motive force of insurance enterprises. At the same time, the author puts forward some suggestions from the angle of government and insurance enterprises, in order to improve the innovation environment of insurance industry and develop insurance enterprises better.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.6

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