Research On The Comprehensive Evaluation System For The Performance Of E-Commerce Businesses For Property Insurance Companies

Since2007, the property insurance industry increased the investment in e-commerce, and the rising of telephone sales and network sales become new ways for insurance services to expand the channels and bid for the dispersible business. For causing the attention of the companies, E-commerce business can help the insurance companies to control both of the stock and effectively help property in the stock business and dispersible business, which reduce the insurance and then realize the direct dialogue of the insurer and the insured effectively. The companies, which invested huge funds, manpower, equipment to set up the electric marketing center and network selling center, hopes to be able to make a breakthrough in this emerging field. But compared with the huge investment in all the companies, there is still lacking of a comprehensive and reasonable evaluation system for business performance in e-commerce product line. Most companies are still based on the traditional business performance evaluation mode, such as simple premium and Profits completion to determine the operating performance of e-commerce product line, and they can’t make a reasonable and comprehensive evaluation.This paper introduced the background, purpose, and significance of this topic, and compared the related theoretical researches on performance evaluation and balanced scorecard at home with those overseas, with the methods for e-commerce performance evaluation, based on my years of working experiences in property insurance. Then, it introduced the definition, basic operation flow, industry features, advantages, risks and evaluation factors for e-commerce of property insurance company, analyzed and studied the current e-commerce operating modes of the property insurance companies, and explained the construction principles for the indicator systems of the performance evaluation for the e-commerce of the property insurance companies. And it further analyzed the core competitiveness of the e-commerce for property insurance companies as well as the factors affecting its performances, and then construct the indicator systems for the performance evaluation for the e-commerce of property insurance companies based on the balanced scorecard, and introduced the processes of determining the weights based on the analytic hierarchy process (ahp) as well as the comprehensive evaluation for the selected indicators based on the grey correlation evaluation process. Finally, it took the specific cases of G property insurance company for examples, providing references for property insurance companies to settle some problems, such as how to reasonably conduct quantitative evaluation for the management performance of e-commerce product line, how to analyze and evaluate the reasonable relationship between the cost input and benefit output, and how to optimize the product structure, stabilize working teams, and improve the management skills.