以价值链为视角浅析互联网对保险业影响

发布时间：2018-03-13 00:15

本文选题：互联网保险　切入点：价值链　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网保险从2013年以来就成为媒体讨论的热词,根据《互联网行业发展报告》中的数据显示,2014年互联网保险累积实现保费总收入为858.9亿元,同比增长达到195%,同时互联网保险网站访问量超过18亿人次,同比增长近40%。互联网的飞速发展给我国的保险行业带来了历史性的新机遇。互联网保险在中国发展已有20多年,1997年的首个网上保单,到现在的4家互联网保险公司拿到牌照,以及可能的更多牌照的开放,市场对互联网带来的保险增长有更强的期待。本文从价值链的角度,将互联网保险的整个行业价值链分成了 4大主要部分:保险营销、产品设计、产品定价、产品运营,逐一分析了互联网带来的大量数据帮助互联网保险企业发现、引导客户需求,弥补需求的空白,并且创新设计保险产品,从而提高顾客价值;通过大量的数据分析,形成自己特有的产品优势和定价优势,从而提高自己的核心竞争力。不同公司的互联网运营模式,除了节省了人力、物力成本之外,还体现了不同价值链环节的相互关系,在整体的连接当中帮助了客户价值的实现,创造了更多的价值。移动互联网的影响如同PC端的影响,不过其更加极致,不同互联网产品场景化竞争以及跨界竞争都是在争夺顾客价值的创造渠道,在争夺形成核心竞争力的特殊资源。移动互联网让保险的整条价值链更加细分化,造成了诸如连接这类价值链当中相互关系的环境,可以更好地实现客户价值。国外互联网保险公司发展形态各具特色,其兴衰成败也各不相同。美国是互联网保险发展相对较早的国家,其互联网保险现在的形态也有很多种类,其中最为著名的是INSWEB公司,但是由于没有核心产品,只在线上渠道的模式并没有给公司带来成功。相比之下GEICO则是在美国具有悠久历史,其线上与线下渠道都有所建树。日本的Lifenet公司则选择了纯线上运营模式,其根据用户需求选择合适产品的模式,保留住了忠实客户,也让公司从激烈的竞争中脱引而出。英国的DirectLine公司也是由传统的保险公司转战互联网保险,其线下的电话销售渠道历史悠久,具有庞大的客户群,线上的销售则相对细化,不同品牌不同网站。在通过对美国、日本、英国等典型代表公司的分析后,本文指出对我国的借鉴意义和互联网保险未来的发展方向。
[Abstract]:Internet insurance has become hot words discussed by the media since 2013, according to the development of the Internet Industry Report "the data show that in 2014 Internet insurance cumulative total premium income was 85 billion 890 million yuan, an increase of up to 195%, at the same time, the Internet insurance site visits more than 1 billion 800 million people, an increase of nearly 40%. the rapid development of the Internet has brought new opportunities the history of the China's insurance industry. The development of the Internet insurance for more than 20 years in China, the first online policy in 1997, to 4 Internet insurance companies now get a license, and the license may open more of the market of the Internet insurance growth has stronger expectations. This paper from the angle of value chain will the Internet insurance entire industry value chain is divided into 4 main parts: insurance marketing, product design, product pricing, product operations, by the analysis of the Internet A large amount of data brought to help Internet insurance companies found to guide customer demand, to make up for the needs of the blank, and the innovative design of insurance products, so as to improve customer value; through the massive data analysis, formed its own unique advantages of the products and pricing advantage, so as to improve their core competitiveness. Different company's Internet business model, in addition to save manpower besides, material costs, the relationship between different value chain is also reflected, the realization of customer value to help in the overall connection, creating more value. The impact of mobile Internet as the PC side, but the more extreme, the scene of different Internet product competition and cross-border competition are in competition customer value creating channels, special resources to form a core competitiveness in the competition for the mobile Internet. Let the entire value chain of insurance more differentiation, cause The relationship between the environment such as connecting this value chain, can achieve better customer value. Foreign Internet insurance company development characteristic, its success is not the same. The United States is a relatively early development of the Internet insurance, the insurance is in the form of the Internet also has many kinds, one of the most famous the company is INSWEB, but because there is no core products, only the online channel model does not bring to the success of the company. In contrast GEICO has a long history in the United States, the online and offline channels have been established. The Japanese Lifenet company chose the pure online business model, according to user needs to choose the right products model, retain loyal customers, but also to the company from the competition off the lead out. The British DirectLine company is from the traditional to the Internet insurance insurance company, The line of the telephone sales channel has a long history, has a huge customer base, online sales are relatively refined, different brands of different sites. In the United States, Japan, Britain and other typical analysis on behalf of the company, this paper points out the development direction of China's reference and Internet insurance in the future.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F842

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