本文選題：電子商務(wù) + 保險��； 參考：《西南財經(jīng)大學(xué)》2014年碩士論文

【摘要】：隨著中國經(jīng)濟的蓬勃發(fā)展,中國的互聯(lián)網(wǎng)事業(yè)也進入了迅猛發(fā)展期,逐步在我國國民經(jīng)濟中占有重要地位,改變了人們生活的方方面面�；ヂ�(lián)網(wǎng)的出現(xiàn)使得地球越來越趨向一體化,“地球村”的概念也由于網(wǎng)絡(luò)的連接,使得人們越來越深刻形象的感受到這個詞的含義。近些年來迅猛發(fā)展的互聯(lián)網(wǎng)事業(yè)也為中國保險業(yè)的發(fā)展打開了一扇新窗口,隨著電子商務(wù)日新月異的發(fā)展與普及,一種全新的保險經(jīng)營方式保險電子商務(wù)應(yīng)運而生。作為一種新的營銷手段和服務(wù)客戶的方式,保險電子商務(wù)正在被越來越多消費者和保險公司所認可。保險公司通過互聯(lián)網(wǎng)向客戶普及防災(zāi)防損的保險理念,客戶可以通過自助查詢來獲得相關(guān)信息,大大節(jié)省了客戶與代理人交流所花費的時間。此外,由于保險的特點以及目前保險公司在中國金融行業(yè)的地位,更有利于提供一站式個人金融理財服務(wù),向金融類門戶網(wǎng)站發(fā)展。經(jīng)過二十一世紀第一個十年的星火燎原,如今的網(wǎng)絡(luò)保險正逐步成為各家保險公司和消費者所關(guān)注的熱點。它會給人們的生活帶來怎樣的影響,保險公司對于這個新的渠道又會怎么去發(fā)展?本文旨在通過對保險電子商務(wù)在我國的發(fā)展環(huán)境、發(fā)展過程中所存在的優(yōu)劣勢以及消費者對保險網(wǎng)絡(luò)銷售的態(tài)度進行分析,為保險電子商務(wù)更好更快地發(fā)展提供參考。 本文所研究的內(nèi)容主要包括以下四個部分： 第一部分首先提出了保險電子商務(wù)的概念,對保險電子商務(wù)的主要形式、運作模式及業(yè)務(wù)內(nèi)容等進行了詳細介紹。第二部分主要敘述保險電子商務(wù)在我國的發(fā)展概況,著重分析了保險電子商務(wù)在我國發(fā)展過程中所具有的優(yōu)勢與存在的問題,我國發(fā)展保險電商的優(yōu)勢主要在于堅實的群眾基礎(chǔ)、行業(yè)所具有的成本優(yōu)勢、優(yōu)于傳統(tǒng)渠道的客戶體驗等,雖然保險電子商務(wù)在我國發(fā)展?jié)摿薮?但同時也面臨著市場認識上的不足、網(wǎng)絡(luò)交易安全問題、產(chǎn)品同質(zhì)化問題諸多挑戰(zhàn)。第三部分則針對民眾對網(wǎng)絡(luò)保險的態(tài)度以及對網(wǎng)上投保的意向進行探究,通過設(shè)計問卷調(diào)查,對問卷結(jié)果進行統(tǒng)計分析,從而研究投保人的消費心理,網(wǎng)絡(luò)保險銷售方可以從中獲取信息以開展營銷活動。第四部分則是探討如何更好地推進我國保險電子商務(wù)的發(fā)展,分別從建立對保險電子商務(wù)長遠規(guī)劃體系、產(chǎn)銷分離的保險營銷大趨勢、做好服務(wù)創(chuàng)新與產(chǎn)品創(chuàng)新以及實現(xiàn)新型營銷管理幾個方向進行敘述。 本文的主要成果在于：(1)通過對當前國內(nèi)保險電子商務(wù)業(yè)務(wù)發(fā)展模式的研究探討,較為全面地分析了在當前經(jīng)濟金融環(huán)境下保險電子商務(wù)在我國發(fā)展過程中的機遇與挑戰(zhàn)；(2)采取問卷調(diào)研方式,分析消費者對網(wǎng)絡(luò)投保的態(tài)度,探討影響投保人投保的各類因素,尋求適合我國現(xiàn)狀的發(fā)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.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842;F724.6

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本文編號：1902937