The Product Design Of Chinese Pet Insurance Under The Background Of Internet

In recent years,with the growth of pet owners,it has caused problems such as difficult to see a doctor for pets,pets hurt people and so on,prompting pet owners to have an increasing demand for pet insurance.The penetration rate of pet insurance in China in 2022 is less than1%,which is very low compared to the global level.In the final analysis,pet insurance products in China are faced with prominent problems such as small coverage,low practical performance and cumbersome claim settlement process,which cannot meet the needs of users.This thesis analyzed the research on pet insurance and its product design through literature review,and found that the design optimization of pet insurance products based on the background of "Internet +" is the unanimous suggestion of scholars.The Insurance Association of China specifically classified pet insurance as Internet insurance in its 2021"Internet Property Insurance Market Research Report".This thesis first discusses the close relationship between pet insurance and Internet insurance,and builds a theoretical model of pet insurance product design based on the long tail theory,utility theory,wealth effect theory and rate determination theory.Secondly,this article in-depth studies the current situation of pet insurance in the form of whole insurance process.It discusses the pet insurance development predicament in our country from objective,supply end and demand end.It also focuses on using research methods of case analysis and combining theoretical model to analyze cases.The empirical model conforming to our national conditions is summarized from the perspectives of pet insurance clauses and product pricing.Finally,under the background of "Internet +",a pet insurance product named "All-round pet Protection Defender" is redesigned for our country in the form of including the whole insurance process.The specific scheme of pet insurance clause design is applied,and the general idea of pet insurance rate determination is systematically studied.And construct the pet insurance "ecosystem" product design and promotion layout.This thesis gives a series of suggestions or prospects: improve the accuracy of insurance pricing model by strengthening the construction of pet database,improve the content of clauses by creating a variety of pet insurance types,and further improve the standardization and popularity of pet insurance by strengthening industry supervision and publicity.