| With the full opening of the insurance market,the insurance market competition intensified,in order to fierce market environment in an invincible position,innovation is the inevitable choice of local insurance companies.In recent years,the rapid development of computer technology and information technology and widespread popularity,Internet marketing is becoming a new hot spot.For the insurance industry,the application of network marketing can not only save operating costs,improve premium income,but also help to meet a greater extent the needs of policyholders,therefore,the development of Internet insurance is the inevitable choice of the current insurance industry.Based on this background,this paper takes the M insurance company as the research case,combined with the actual situation of the development of the Internet insurance business of M insurance company,studies the present situation of the domestic and foreign industry and the related research literature,and analyzes the foundation of the development of Internet insurance in China On the current introduction of China’s insurance companies in the Internet business operations in the use of several representative business model,while comparing the current market,the implementation of the typical insurance companies in the Internet strategy.Through the use of SWOT analysis method from the internal competitive advantage,internal competitive disadvantage,external development opportunities and external potential threats in four aspects of the M insurance company’s Internet insurance business analysis and analysis,according to M insurance company’s market position and operational objectives to choose the right The development strategy of M insurance company’s Internet insurance business development of the SO strategy,the implementation of the strategy and the implementation of security measures to provide recommendations to help M insurance companies to form the future development of the core competitive advantage.Based on the real case of M insurance company’s Internet insurance business,this paper analyzes the advantages and problems of M insurance company’s Internet insurance business,and analyzes the corresponding development strategy,puts forward feasible development strategy for M insurance company,and implements the domestic and foreign counterparts Internet insurance business strategy to provide reference.The conclusion of this paper is of practical significance to promote the development of Internet insurance enterprises. |
