A Study On Business Model Of Taikang Online

In In recent years,Internet insurance has developed rapidly in China.As a new model,professional Internet insurance companies are completely different from traditional insurance companies in selling products online.Although the professional Internet insurance company has a small premium,its market share is rising rapidly and its influence is constantly strengthening.Founded in November 2015,Taikang,as the first professional Intern et insurance com pany founded by traditional insurance companies in China,has great d ifferences compared with the professio nal Internet insurance companies such as Zhong an online.Therefore,it is of great theoretical and practical significance to study the online business model of Taikang.Taikang online does not have branches,but relies entirely on the Internet for product design,sales and claims and other whole process services.The organizational structure is flat and honeycomb design,which can flexibly adapt to the rapid changes in the external environm ent.The product design is actively in tegrated into the strategy of the parent com pany,focusing on the concept of "health",designing the scene for the custom er and seeking the sim ple product terms,the precise content as well as the personalized pricing.In term s of claims service,the current wind control measures can ach ieve "speed flash com pensation",and provide custom ers with comprehensive solutions to replace sim ple financial compensation showing a more humanized service.Referring to the marketing strategy,the "DIG" mode which relies on three channels including the self platfo rm Direct,the Internet cooperation channel Internet and the group agent Group,widely carries out cross-border cooperation and creates the Internet closed loop ecosyst em.Complementing the group business and achieving cross selling,additional commission income can be obtained.On technical level,relying on large data,a rtificial intelligence,cloud computing and other core insurance technology,a powerful data proces sing system can be built and the whole value chain which based on lar ge data will obtain optimization and update,so that helps form the core competitiveness of the company.However,there are some prom inent problems in this m ode of operation: the first one is the sim ilarity of the business model with competitors leading to serious phenomenon of homogenization;the second comes to the huge amount of complaints which require company after sale and the ability of offline service;the third is abou t the large risk of infor mation asymmetry in the process of network transaction,the insurer has obstacles to fulfill the obligation of explanation,thus adverse selection occurs more easily;the forth aspect is that network information security is difficult to guarantee,and the risk of big data is increasing.In order to s olve the above problems and to further im prove its management model in future production and m anagement,Taikang online should first m ake clear the following ideas: take a d istinct competitive strategy and take InsurTech as the core competitiveness of the com pany,adhere to the scene as the king' s product strategy and improve the line and line service ability.At the same time,the following measures ought to be taken at the sam e time: firstly,depends on InsurTech to drive product innovation and update;secondly,promotes the construction of risk identification system and credit sys tem;the third is to pro mote the in tegration of online and offline by cross boundary cooperati on;the forth is about strengthening customer service construction so as to improve after-sales service capacity;the last one comes to strengthen the construction of information security and risk prevention and control ability.