本文選題：傳統(tǒng)保險(xiǎn)　切入點(diǎn)：互聯(lián)網(wǎng)保險(xiǎn)　出處：《廣東財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在互聯(lián)網(wǎng)保險(xiǎn)發(fā)展迅猛的背景下,本文通過對(duì)比傳統(tǒng)保險(xiǎn)渠道與互聯(lián)網(wǎng)保險(xiǎn)各自的優(yōu)勢及劣勢分析,結(jié)合互聯(lián)網(wǎng)行業(yè)的相關(guān)數(shù)據(jù),發(fā)現(xiàn)傳統(tǒng)保險(xiǎn)渠道能夠彌補(bǔ)互聯(lián)網(wǎng)保險(xiǎn)營銷的被動(dòng)性、技術(shù)安全問題、客戶信任度低、人文氣息缺乏等問題,而互聯(lián)網(wǎng)又能彌補(bǔ)傳統(tǒng)保險(xiǎn)渠道成本高、客戶信息匱乏、保險(xiǎn)產(chǎn)品單一與智能化低等問題,表明二者有融合的必要性,融合后能解決各自的問題,能更完美的營造未來的保險(xiǎn)市場,為保險(xiǎn)客戶群體提供更完善的服務(wù),并在營銷、投保、理賠環(huán)節(jié)構(gòu)建了傳統(tǒng)保險(xiǎn)與互聯(lián)網(wǎng)融合方案。通過研究取得以下結(jié)論:(1)互聯(lián)網(wǎng)與傳統(tǒng)保險(xiǎn)渠道的融合將會(huì)使得保險(xiǎn)公司在多層次的消費(fèi)者的保險(xiǎn)市場中取得一席之地。它滿足市場多層次需要的一個(gè)途徑,順應(yīng)的一個(gè)趨勢與發(fā)展。此種融合渠道的特點(diǎn)對(duì)營銷模式特點(diǎn)的塑造還體現(xiàn)在保險(xiǎn)需求滿足基礎(chǔ)上。盡管說現(xiàn)在的保險(xiǎn)產(chǎn)品都比較趨同化,但是還是在部分細(xì)節(jié)上會(huì)有些差別。(2)互聯(lián)網(wǎng)保險(xiǎn)與傳統(tǒng)保險(xiǎn)渠道的融合將傳統(tǒng)的線下銷售與服務(wù),擴(kuò)展到線上與線下相結(jié)合,通過網(wǎng)絡(luò)將中介(代理人)、客戶、保險(xiǎn)企業(yè)時(shí)刻連接在一起,能夠促進(jìn)線上線下業(yè)務(wù)水平的共同提升。一方面,互聯(lián)網(wǎng)保險(xiǎn)能夠促進(jìn)傳統(tǒng)渠道中保險(xiǎn)產(chǎn)品銷售與服務(wù),保險(xiǎn)客戶在互聯(lián)網(wǎng)上尋求保險(xiǎn)服務(wù)后,線下人員能夠及時(shí)的跟進(jìn),滿足客戶的產(chǎn)品或服務(wù)需求。另一方面,線下也能夠推動(dòng)線上產(chǎn)品銷售與服務(wù)。(3)保險(xiǎn)網(wǎng)絡(luò)化經(jīng)營是通過互聯(lián)網(wǎng)的工具,運(yùn)用大數(shù)據(jù)原理與網(wǎng)絡(luò)媒體的合作來與保險(xiǎn)客戶交流溝通,提供保險(xiǎn)客戶最優(yōu)質(zhì)的保險(xiǎn)服務(wù)。它使保險(xiǎn)信息交流共享、保險(xiǎn)產(chǎn)品設(shè)計(jì)與營銷、投保、核保、支付、承保、保單信息維護(hù)、理賠、給付保險(xiǎn)金等保險(xiǎn)全過程實(shí)現(xiàn)網(wǎng)絡(luò)化經(jīng)營。
[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.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F842;F724.6

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