An Analysis Of Insurance Innovation From "Moon Insurance"

After30years of rapid development，China’s insurance industry has maderemarkable achievements, but also gradually exposed more and more problems. Withthe rapid development of the national economy, the insurance industry is graduallymature, the insurance companies on the one hand to meet customers’ increasingly richand detailed product and service needs, we must also withstand the pressures from theoutside. How to adapt to the profound changes in the business environment, survivaland development in the brutal competition in the market, has become a topic theinsurance company must think deeply.In august2013,the”Moon Insurance” which Ali small micro financial and Allianzproperty insurance company jointly launched caused a huge response when it justcame out, became the focus of attention in a long period of time by all kinds of majormedia’s report. This product reflects a positive meaning, while it is more a reflectionof the worrying situation of innovation of China’s insurance industry. During a periodof rapid development of the insurance industry is also rough development. Thisdevelopment has been so many years that Insurance companies have formed a patternthat attaching importance to sales channels but slighting innovation of product andservice. Low ability of innovation of product and service has caused Single structureof insurance products, lack of effective supply in the market and serious lag ofinsurance service. Insurance products and service has become increasingly unable tomeet the diverse needs of people. Facing increasing competitive pressure, take thedifference way has became a inevitable choice which insurance companies, especiallysmall and medium enterprises can survive and develop. Whether achieve effectiveproducts and service innovation, whether recognized by community and public,whether meet the sustainable management and development of enterprises, which willdetermine whether a insurance company can embark on the road of differences inmanagement, ultimately survive and develop in the brutal competition in the market.This paper starts from the case of “moon insurance” and uses basic methods and models of case study and game theory. we want to find the reason why insuranceindustry lack of innovative power by depth analyzing the case itself and innovationstatus of insurance industry, then give suggestions for the case and from the view ofthe government and the enterprise to make the insurance industry to improve theenvironment for innovation and give insurance companies a better development.