The Problems Of Internet Insurance Marketing

With the universal of Internet Technologies and the development of e-commerce and the maturity of on-line payment,there are more and more web users in our country,People are becoming more and more used to online shopping. "Internet plus"?big data and cloud computing become economic hot spots these days.Insurance companies, insurance broker companies also involved in the Internet finance sectors,exploring the new mode of the online insurance marketing actively. The Ann online in 2013 as the world's first professional Internet insurance company was formally established, approval letter in 2015, insurance will raise its general insurance, security insurance, taikang online goods three Internet insurance company, visible governments are also actively promote the development of Internet insurance.Insurance industry has resumed its occupation for more than 30 years, it obtained rapid development in these days.The abuse of the traditional marketing channels emerged increasingly, the network marketing channel with its advantages such as low cost?without time an geographic restriction and simple and rapid is favored by insurance company.As the industry convergence of Internet and insurance deepen over time, the changes about the insurance marketing channel is becoming bigger, insurance marketing,as a supplement to the traditional marketing way,gradually developed into a pillar of our country's insurance marketing system.Do research about it, helping us to standardize and develop Internet insurance marketing channel, consummate insurance marketing system and promote the overall development of the insurance industry.Since taikang online established in 2000, realizing the online insurance, the insurance industry in our country has explored on the road of insurance marketing groping for 16 years.the insurance company gradually began to promote brand? introduce products?expand business and provide security services via the Internet. Although Internet insurance develop at a high speed during the past years, it also encounter many problems, such as the marketing plat form unbalanced development, services have homogeneity,simple types of insurance product.The advantages of Internet insurance marketing is not fully realized.Foreign research about insurance marketing on the Internet start earlier, domestic research mostly concentrated in the prediction on thedeveloping prospects of Internet insurance,without further research. Some scholars researched the effect of Internet insurance marketing channel and Internet insurance consumers' consumption behaviors,offering advice on improve Internet insurance consumers' purchase intention.This paper adopt the case analysis, comparative analysis, inductive deductive method and other research methods, do a detailed study on Internet insurance marketing.This paper summary comparison the existing Internet insurance patterns,combining with the practice of domestic and international Internet insurance marketing experience, to help insurance companies finding the right Internet insurance marketing mode.This paper aum at finding a way to improve Internet insurance marketing. According the thesis writing thoughts, this article detailed chapters are arranged as following:The first chapter of the thesis is "introduction", mainly introduces the background and significance of the research, and domestic and foreign review of related literature,and research methods and research framework. Also including innovation points and deficiencies.the second chapter is "Insurance marketing overview".first elaborate the concept?the characteristics and development phase of the Internet insurance.this paper studied Internet marketing refers to business activities of the insurance company or insurance intermediary institution, which is based on the Internet, provide consumers with products suited to the characteristics of the Internet insurance, through online sales completed insurance, underwriting, preservation, claims and a series of insurance services. Insurance company using information technology to the internal management, and insurance practitioners use the Internet for marketing activities, all is beyond the scope of this thesis research. Finally, the article discussed the characteristics of Internet insurance marketing from the perspective of insurance marketing connotation.The third chapter is "the analysis of Internet marketing model in our country". First, on the basis of Internet insurance awareness survey report, on the basis of the awareness investigation report. According to the types of Internet insurance marketing platform, Internet insurance marketing model is divided into 5 models: insurance company self-built website marketing mode, with the help of third-party e-commerce platform mode,professional intermediary agent marketing mode,the concurrently industry proxy agent marketing mode and mobile insurance marketing mode,On the summary comparison of the representative site of each mode,the paper obtain the characteristics and advantages and disadvantages of each type of marketing model? Finally, the author analyzes the innovation of the insurance company in insurance marketing,including the Ann?safeguard and taikang life online.The analysis on the innovations and shortcomings of each point,indicate the direction for the later.The fourth chapter is "the practice of foreign Internet insurance marketing experience". This chapter briefly introduces the insurance marketing condition of developed countries.The author select three countries including the United States, Britain and Japan,summarized Internet insurance marketing experience in the form of case analysis,pointed out the place of reference of these countries in insurance marketing on the Internet. After study,the author thinks that we should learn from the following aspects:the effective promotion about the company and products,the clear positioning of the customer base, Developing products which are easy to understand according to the market needs,simplify the buying process,completing customer service system,full publishing company's business information in order to win consumer trust.Moreover,we should customer focus in the process of marketing,refused misleading sales.The fifth chapter is "Suggestions to promote the development of Internet insurance marketing". According to the above discussion, the author provide suggestions from five aspects,including marketing concept products, and mode selection, platform construction, and other supporting measures. A correct marketing concept is the premise condition of Internet insurance marketing,products meeting the requirements is the foundation of Internet insurance marketing,appropriate marketing model is the path of Internet insurance marketing,perfect marketing platform is specific methods of Internet insurance marketing,other supporting measures provide environment protection for Internet insurance marketing.We should handle the relationship between the new technology with traditional methods,and strengthen the relationship with other financial institutions.The innovation of the paper lies in:first,A detail comparison and summarizing about the characteristics and advantages and disadvantages of these 5 kinds Internet insurance marketing models.Other studies mostlyConcentrated on the comparison between network marketing and traditional marketing.second,the paper is based on the analysis of actual case,the selection of domestic and foreign typical case is according to the characteristics of each marketing model,the combination between theory and practice make the paper fit market situation.third,the paper puts forward to suggestions on the selection strategy for insurance marketing mode.