第二章 保险行业互联网保险现状及分析万融保险公司互联网保险营销发展对策研究摘 要互联网技术的发展给保险行业带来了深刻的变革,“互联网+保险”正成为互联网金融时代的一颗明珠。随着互联网大潮的影响，当前我国众多保险公司均成立了电子商务部门或者独立的电子商务公司，开发新的互联网保险产品，积极探索和创新互联网保险营销的新技术新模式。万融保险公司于2015年成立了独立子公司万融电子商务公司。万融电子商务公司依靠互联网技术的支持,建立了互联网保险电子商务网站，网站涵盖了财险、寿险及金融理财产品，帮助客户无论在任何时间、任何地点,都可以在线享受来自万融的保险服务，从而全面提高了保险营销效益。通过一年多的运营，万融保险体现出了较强的互联网保险优势，如：和传统保险营销模式相比，现有运营模式效率更高、成本更低；获取客户、收集客户信息的效率得到极大提高；信息透明度和创新程度高，方便了客户体验简化了客户从提出需求到产品比对、选择确定产品、交费下单、核单成交、理赔等一系列流程，在提高成交及理赔的效率同时降低了管理成本；投保人消费的主动性较强，服务质量更好、受众覆盖更广，市场空间巨大；等等。然而公司在发展互联网保险特别是探索互联网保险营销方式和渠道的过程中也暴露出一系列问题，如：信息安全保障难，客户缺少信任感；网络营销面临更多不正当竞争且手段更加隐蔽化；互联网载体的虚拟化使万融保险电子商务公司面临客户方更多新形式的逆向选择和道德风险；万融保险公司网络保险营销尚处于起步探索阶段，互联网保险产品较为单一，缺乏卖点和竞争力；保险的移动互联网营销模式尚未建立等。根据公司目前的发展情况，同时借鉴吸收国内外发展良好的保险公司营销模式，未来公司应从产品设计定位、加强品牌营销、推行优质服务和价格等方面实现保险营销模式的变革和创新，加强互联网保险营销的力度和竞争力。在产品设计和定位方面，万融电子商务公司应当根据互联网的特点，针对产品进行改造和创新，以客户为主体充分考虑客户需求，开发出适合高学历，高收入、老用户的互联网保险产品，并突出发挥互联网保险的性价比优势，从而提高其营业收入和利润。品牌营销方面，应当通过提供差异化定制的产品和服务，削弱客户讨价还价的能力，通过提供快速的反应机制以及诚信的服务机制，来降低产品或服务的可替代性，提高客户对万融保险的忠诚度及依懒性。改进服务和价格方面，应通过优质服务和互联网产品的低价策略快速吸引客户的目光，并在低价的同时关注客户偏好以及市场的变化，从而快速进入市场，在互联网保险领域占领一席之地。关键词：保险 互联网保险 营销 万融保险WANRONG INSURANCE COMPANY INTERNET INSURANCE MARKETING DEVELOPMENT STRATEGY RESEARCHABSTRACTThe development of internet technology has brought great revolution in the area of insurance industry, and “internet plus insurance” has become one bright pearl in this Internet financial times. With the influence of the Internet tidal wave, many insurance company set up the electronic Commerce Department or the independent e-commerce company developing new insurance products, reforming the marketing model, exploring innovation mode of internet insurance marketing.Wan Rong Insurance Company founded its independent subsidiary in 2015, which set up the internet insurance e-commerce sites supported by the internet technology on which the company sells property insurance and life insurance, helping clients enjoy insurance service from Wan Rong Insurance Company on line anytime, anywhere, and achieving the goal of improving the efficiency of the insurance marketing comprehensively. Wan Rong internet insurance has showed its strong advantage through a year operation, for example, its operation mode is more efficient and costs much lower, especially in getting customers, collecting customers information . Wan Rong internet insurance can provide more convenient services for clients by simplifying the technological process form putting forward the demand to comparing and choosing products, paying order, making a deal and settling claims which improves the efficiency of transaction and claims when it reduces its cost. Using the internet insurance marketing, Wan Rong internet insurance makes the insurance applicants having a strong and active spending motive by providing a better service and a lower price, creating a bigger market. However, with the exploration and development of the companys internet insurance marketing model, some problems have arisen at the same timethe difficulty of information security protection, more unfair and covert competition, more adverse selection and moral hazard. Also, Wan Rong internet insurance products structure maintains a simple developing model causing lacking of selling point and competitiveness as it is in groping phase and has not established the mobile internet marketing model.According to the present development situation and the successful example of internet insurance marketing, Wan Rong internet insurance should make innovation in the planning of products, strengthening the brand marketing, providing quality service, reducing the price to enhance the competence of insurance of Internet marketing. In product design and positioning, the company should reform and innovate products according to the customer demand and the characteristics of the internet. The company should also give full play to its own advantages in prices to increase its revenue and profit. In the aspect of brand marketing, Wan Rong internet insurance should provide differentiation customized products and services to weaken the ability of customers, and increase customer loyalty by providing a quick reaction mechanism as well as the good faith service mechanism. In the aspect of service and price, the company should provide high quality service and reduce the price to attract more clients while at the same time focusing on the customer preferences and market changes in order to occupy a place in the field of Internet insurance.KEY WORDS: Insurance, Internet insurance, marketing, Wan Rong Insurance17 目 录摘 要1ABSTRACT3目 录1图表目录3第一章 绪 论1一、选题背景及研究意义1（一）选题背景1（二）研究框架及研究意义2二、国内外文献综述3（一）国内文献综述3（二）国外文献综述5（三）研究评述6第二章 保险行业互联网保险现状及分析7一、保险行业互联网保险发展概述7（一）保险行业互联网保险发展历程7（二）我国互联网保险发展现状及PEST分析8二、 我国互联网保险发展的主要问题11（一）我国互联网保险行业现存营销模式11（二）我国互联网保险营销存在的问题14三、互联网保险行业发展的机遇及面临的挑战15（一）互联网保险发展的机遇15（二）互联网保险发展面临的挑战16第三章 万融保险公司互联网保险营销的发展18一、万融保险公司现状概述18