The Development Research Of Internet Insurance Marketing Model In Our Country

With the popularity of network technology, the Intemet,large data word and so on become economic hotspot now, all walks of life join the army of network technology, the insurance industry is not far behind, the insurance companies, insurance intermediary companies actively explore the road of Internet marketing, so as to promote rapid development of Internet insurance in our country.In 1997 the first insurance information website in our country was established, so far less than 20 years, the development of Internet insurance was by leaps and bounds, not only the premium scale, covering the number increased rapidly,network insurance premium size increased by more than 800%from 2011 to 2013, during the same period the number of insurance consumers increased by 600%. and the insurance market main bodies actively explored a variety of marketing models, At present Internet insurance marketing channel is plural form in our country, mainly divided into two categories: one is the traditional Internet insurance marketing channel, including the official website of insurance company and professional third-party Internet marketing platform which insurance intermediary institutions establish; A second is mobile Internet insurance marketing channel, including insurance micro letter marketing platform and the insurance company’s official APP, etc. In order to further promote the healthy development of Internet insurance in our country, this paper studies the development of Internet insurance marketing mode in our country, gives some feasible Suggestions.This article mainly is composed of five parts, the first part is introduction, gives the research background, research significance of this paper and the Internet insurance marketing literature review at home and abroad; The second part is about some basic theories of the Internet insurance marketing, mainly including classification and the unique development advantage of all kinds of Internet insurance marketing models; The third part analyzes the development environment of Internet insurance marketing mode in China, analyzes both the favorable factors and unfavorable factors of development of traditional insurance marketing model, analyzes the development environment of new marketing mode of the mobile Internet insurance, and gives an effective comparison; The fourth part gives practice exploration of the Internet insurance marketing mode both at home and abroad, the traditional Internet mode includs InsWeb third-party insurance marketing platform in U.S., the professional Internet insurance company, mobile Internet marketing model includs taikang life "love" and sunshine insurance "cash cow", etc. then gives the experience summary and some revelations which accelerate the development of Internet insurance marketing mode in our country;The fifth part gives the policy Suggestions on the development of Internet insurance marketing model in our country, mainly includ speeding up the Internet insurance legislation, improving the security of transactions, actively cultivating consumers’ willingness to self-help insured, enhancing the level of Internet marketing services, increasing product innovation, and strengthening cooperation, etc.