| Online insurance is defined as a business activity, through which the insurance company or insurance intermediary institutions provide information about products and services via the Internet realize process of some or the entire insurance business network, Use information technology to develop customized product for the user’s features, and carry out sale exclusive online insurance products based on the Internet platform.The thesis, taking the long tail theory and economic platform theory to study the characteristics of the online insurance, pointed out the advantages and disadvantages of the online insurance, and features of the consumers. Take into consideration the environment present situation and development prospects of the online insurance in china, the author analyzes business model of the development of the online insurance, and makes an analysis of several typical cases in detail, including the comparison of the online insurance net sales pages and products, research for exclusive online insurance products, the development model of the Zhong’an and Guohua company and the development of mobile Internet business.At present, There are the external environment problems in China’s the development of online insurance, including relative lag of laws and regulations, unclear remote sales, The scale of the strict regulation, the backwardness of credit system, the worrying status of network security, infamous, etc. The problem about enterprise internal construction, And, involves the insurance company is lack of product innovation; the pattern of whole process networked has not been established; the terms are obscure; the marketing approaches are backward, etc.Online insurance market more developed in the United States, Britain, Germany, Japan, The reason is that there is a clear positioning, attaching great importance to the construction of site, flexible premium set, attaching great importance to the other channels and developing new products, These experiences are worthy of study. Combining to the actual situation of the development of online insurance in china, the author put forward that our country should begin from the innovation of technology application, the speeding up of the product innovation, the transformation of marketing concepts, and promote the construction of information service platform and credit system, strengthen the construction of network security, actively revise laws and regulations, etc. to promote the development of online insurance. |
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