The Research On Insurance E-marketing

With the popularity of network, insurance e-marketing comes into being accordingly. If insurance agent relies on advanced information technology and network, it would improve its competitive power greatly. So insurance industry should catch hold of the opportunity and make use of the strength of network so as to choose proper e-marketing strategies and enhance its service level and economic efficiency.In order to discuss insurance e-marketing clearly, we divide this paper into five parts. The first part discusses that it is necessary for insurance industry to carry out e-marketing. It concludes the concept of e-marketing, the characteristic of e-marketing and the stimulative function of e-marketing. The second part discusses the status quo of insurance e-marketing at home and abroad: although domestic insurance e-marketing is as early as overseas, the developmental difference is great. The third part discusses the feasibility of insurance e-marketing in China. That is, Internet is the technical safeguard, potential demand is the market foundation and customers who have new consumptive ideas are the targets of service. The fourth part discusses the strengths and risks of insurance e-marketing. The strengths are as follows: normalized sale, spatio-temporal expansion, efficient communication, low-cost operation, quick new product's coming into the market, and improvement of service quality. The risks are as follows: credit risk, safety-first engineering, and expenditure of exploitation and maintenance. The fifth part discusses the insurance e-marketing strategies. This is the core of the paper. Technology-supporting system, system-guaranteeing system and rational designing business process composes the framework of insurance e-marketing system; Product, the characteristic of network, whole marketing arrangement and originality should be considered synthetically when marketing strategies are established; The paper argues that the key factor is to make full useof information technology when an insurance company implements a strategical shift from a traditional running mode to an online running mode. Specifically, its whole business processes need to redesign, its organization structure need to rebuild, and its marketing management need to change.