“互联网+”背景下保险营销模式变革研究  

Study on the Reform of Insurance Sales Mode under the Backdrop of "Internet Plus"

作　　者：粟榆[1] 陈宇靖 张洋 

机构地区：[1]广东金融学院,广东广州510521 [2]广东利财财务咨询有限公司,广东广州510620

出　　处：《金融发展研究》2016年第4期77-84,共8页Journal Of Financial Development Research

基　　金：中国保监会"移动互联网时代保险营销渠道的变革与创新研究"部级课题(2014-12);广东省教育厅项目"阳光财产保险股份有限公司广东省分公司实践教育协同培育基地"(编号:粤财教[2013]329);国家哲学社会科学基金年度项目"失独老人的养老保障模式与政策扶持机制研究"(项目编号:14BSH142)

摘　　要：以移动智能设备、互联网、大数据等新兴技术高速普及为标志的数字化浪潮正冲击传统的保险营销模式。在此过程中,互联网的"数据产生"、"数据采集和传输"、"数据处理应用"正逐渐替代传统销售渠道中"触及客户"、"连接客户"、"赢得客户"三个基本环节,颠覆性地改变传统保险营销模式。"互联网+"背景下保险营销将更重视消费者的个人价值观和行为特征,提供定制的个性化保险产品和服务。为此,保险业需从自我意识变革出发,以技术驱动产品、服务和业务模式创新,满足不断变化的市场需求,赢得客户与市场。The digital tide represented by the popularity of the newly-emerging technology such as mobile intelli- gence appliance, internet and big data has an impact on the traditional insurance sales model. In this process, the ＂data production＂, ＂data collection and transmission＂ and ＂data processing application＂ is gradually replacing the three basic links in the traditional sales channel, namely, ＂touching the clients＂, ＂connecting the clients＂, and ＂winning the cli- ents＂. It has thus utterly changed the traditional insurance sales model. Under the backdrop of ＂Intemet Plus＂, the in- surance sales will attach more importance to the personal value and behavior feature of consumers and thus provide per- sonalized insurance products and services. Therefore, the insurance industry should reform firstly in their self-aware- nesss, innovate in technology-drived products, services and business model, satisfy the constantly-changing market need and win the customers and the market.

关 键 词：互联网+ 保险营销 大数据 保险变革 

分 类 号：F840.41[经济管理—保险]