我国保险电子商务发展研究

发布时间：2018-05-17 21:37

本文选题：电子商务 + 保险　；参考：《西南财经大学》2014年硕士论文

【摘要】：随着中国经济的蓬勃发展,中国的互联网事业也进入了迅猛发展期,逐步在我国国民经济中占有重要地位,改变了人们生活的方方面面。互联网的出现使得地球越来越趋向一体化,“地球村”的概念也由于网络的连接,使得人们越来越深刻形象的感受到这个词的含义。近些年来迅猛发展的互联网事业也为中国保险业的发展打开了一扇新窗口,随着电子商务日新月异的发展与普及,一种全新的保险经营方式保险电子商务应运而生。作为一种新的营销手段和服务客户的方式,保险电子商务正在被越来越多消费者和保险公司所认可。保险公司通过互联网向客户普及防灾防损的保险理念,客户可以通过自助查询来获得相关信息,大大节省了客户与代理人交流所花费的时间。此外,由于保险的特点以及目前保险公司在中国金融行业的地位,更有利于提供一站式个人金融理财服务,向金融类门户网站发展。经过二十一世纪第一个十年的星火燎原,如今的网络保险正逐步成为各家保险公司和消费者所关注的热点。它会给人们的生活带来怎样的影响,保险公司对于这个新的渠道又会怎么去发展?本文旨在通过对保险电子商务在我国的发展环境、发展过程中所存在的优劣势以及消费者对保险网络销售的态度进行分析,为保险电子商务更好更快地发展提供参考。本文所研究的内容主要包括以下四个部分：第一部分首先提出了保险电子商务的概念,对保险电子商务的主要形式、运作模式及业务内容等进行了详细介绍。第二部分主要叙述保险电子商务在我国的发展概况,着重分析了保险电子商务在我国发展过程中所具有的优势与存在的问题,我国发展保险电商的优势主要在于坚实的群众基础、行业所具有的成本优势、优于传统渠道的客户体验等,虽然保险电子商务在我国发展潜力巨大,但同时也面临着市场认识上的不足、网络交易安全问题、产品同质化问题诸多挑战。第三部分则针对民众对网络保险的态度以及对网上投保的意向进行探究,通过设计问卷调查,对问卷结果进行统计分析,从而研究投保人的消费心理,网络保险销售方可以从中获取信息以开展营销活动。第四部分则是探讨如何更好地推进我国保险电子商务的发展,分别从建立对保险电子商务长远规划体系、产销分离的保险营销大趋势、做好服务创新与产品创新以及实现新型营销管理几个方向进行叙述。本文的主要成果在于：(1)通过对当前国内保险电子商务业务发展模式的研究探讨,较为全面地分析了在当前经济金融环境下保险电子商务在我国发展过程中的机遇与挑战；(2)采取问卷调研方式,分析消费者对网络投保的态度,探讨影响投保人投保的各类因素,寻求适合我国现状的发展模式。
[Abstract]:With the rapid development of China's economy, the Internet industry in China has entered a period of rapid development, which gradually occupies an important position in our national economy and has changed all aspects of people's lives. The emergence of the Internet makes the earth more and more integrated, the concept of "global village" also because of the network connection, make people feel the meaning of the word more and more deeply. The rapid development of Internet in recent years has also opened a new window for the development of China's insurance industry. With the rapid development and popularization of e-commerce, a new mode of insurance business insurance e-commerce came into being. As a new means of marketing and service to customers, insurance e-commerce is being recognized by more and more consumers and insurance companies. Insurance companies popularize the concept of disaster prevention and loss prevention through the Internet. Customers can obtain relevant information through self-service inquiry, which greatly saves the time spent by customers and agents to communicate with each other. In addition, due to the characteristics of insurance and the current status of insurance companies in China's financial industry, it is more conducive to providing one-stop personal financial services and developing to financial portals. After the first ten years of 21 century, network insurance is becoming the focus of attention of insurance companies and consumers. How will it affect people's lives and how will insurance companies develop this new channel? The purpose of this paper is to analyze the development environment of insurance electronic commerce in our country, the advantages and disadvantages of the development process and the attitude of consumers to the insurance network sales, so as to provide a reference for the better and faster development of insurance electronic commerce. The contents of this paper mainly include the following four parts: In the first part, the concept of insurance e-commerce is put forward, and the main forms, operation modes and business contents of insurance e-commerce are introduced in detail. The second part mainly describes the development of insurance e-commerce in China, focusing on the analysis of the advantages and problems of insurance e-commerce in the process of development in China. The advantages of developing insurance e-commerce in China mainly lie in the solid mass base, the cost advantage of the industry and the customer experience of traditional channels, etc. Although the development potential of insurance e-commerce in China is huge, But at the same time, it also faces many challenges, such as market awareness, network transaction security and product homogenization. The third part is aimed at people's attitude to network insurance and the intention of online insurance, through designing questionnaire, the questionnaire results are statistically analyzed, so as to study the consumer psychology of policy holders. Network insurance seller can obtain information from this to carry out marketing activities. The fourth part is to explore how to better promote the development of insurance e-commerce in China, respectively from the establishment of a long-term insurance e-commerce planning system, the separation of production and marketing of insurance marketing trend, Good service innovation and product innovation as well as the realization of new marketing management several directions are described. The main achievements of this paper are: (1) through the research on the current domestic insurance e-commerce business development model, This paper comprehensively analyzes the opportunities and challenges of insurance electronic commerce in the development process of our country under the current economic and financial environment) by means of questionnaire investigation, analyzes the attitude of consumers to network insurance, and probes into the various factors that affect the insurance of policy holders. To seek a development model suitable for the present situation of our country.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842;F724.6

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