Research On The Development Of Internet Insurance Supermarket In China

Since the 21 st century,the global economy has entered the fast lane with the development of Internet technology,and Internet finance has flourished in China.As one of the four subdivisions of Internet finance,Internet insurance has gradually entered people’s lives.A new marketing channel in Internet insurance-Internet insurance supermarkets have comply with the new insurance concept of customer first with its unique advantages,and have been widely concerned by the insider.Although China’s Internet insurance supermarkets are developing rapidly,there are still problems such as difficult marketing of complex insurance products,low public influence,and hidden dangers of network security.On the basis of combing the relevant theories of the development of China’s Internet insurance supermarkets,this paper analyzes its development status and existing problems,draws on the factors affecting consumers’ willingness to purchase in Internet insurance supermarkets,and the development experience of new stations and big special insurance,and proposes corresponding measures.It is suggested that we hope to provide a useful reference for the development of China’s Internet insurance supermarkets.This paper is divided into five parts.The first part is the theoretical analysis,expounds the concept,characteristics and development significance of Internet insurance supermarket,and analyzes its theoretical development foundation from four aspects: plan behavior theory,perceptual value theory,information asymmetry theory and transaction cost theory.The second part is the realistic analysis.Firstly,it analyzes the realistic background of the development of Internet insurance supermarkets in China from the perspectives of economic and social environment,policy environment and industry environment.Secondly,it analyzes the current situation of Internet insurance supermarkets.Finally,summarize the problems in the development of China’s Internet insurance supermarkets.The third part is empirical analysis,which collects data with the help of questionnaire survey,and uses the Logistic model to make an empirical analysis on the influencing factors of Internet insurance supermarket purchase intention.The fourth part is the case analysis.The Xinyizhan and the Datebao are taken as examples.Conducted a basic introduction and comparative analysis to summarize the strengths and weaknesses.The last part is the development proposal.According to the results of empirical and case analysis,it proposes to expand the user base and cultivate the user base;broaden the sales insurance,increase the sales channels;and improve the consumer’s perceived ease of use and other measures.In this paper,based on various problems existing in the development process of China’s Internet insurance supermarkets,empirical analysis and case analysis are used to study whether these problems exist in reality from the perspectives of consumers and Internet insurance supermarkets,suggestions for development measures have been proposed in a targeted manner.It provides solutions to the problem of Internet insurance supermarkets,and even has certain application value to the entire Internet insurance industry.