The Design And Research Of A Insurance Broker Ltd.’s CRM Platform And E-commerce Operation Strategy

The Insurance E-commerce has been developed and matured during last 20 years in China. At a more macroscopic level, this process can mainly be divided into four periods, including a decade-long bud, an exploration period which progresses by leaps and bounds, the ongoing comprehensive development period and the outbreak of the upcoming period.The A insurance broker Ltd.’s overseas parent company was founded in 1849, acquired by a large state-owned company at 1988. After the efforts and precipitated wisdom of several generations, with its professional technology and rich experience, company A has now established the trinity of service network within china mainland, Hong Kong and British, and has achieved good reputation and irreplaceable position in the international insurance market. In 2014, company A start to enter the insurance e-commerce market, the main internal reason is due to the scale of the company’s performance has reached the bottleneck. The main external reason is due to the intensified market competition. With the impact of the Internet wave, for the purpose of survive and better development, the company needs to be more creative and make changes. After prudent consideration, company A established a new strategic planning in 2014, especially in developing e-commerce marketing channels.In this paper, the research content mainly includes five parts:the first part about the theory and development of insurance e-commerce were reviewed, the concept of CRM and so on has carried on the detailed introduction. The second part mainly introduces and analyzes the problems existing in the company A and also put forward the solution, consider that A company should be through the establishment of CRM system and matching the e-commerce operation strategy to solve the existing problems in the company. The third part detailed demonstrate the design and planning of CRM platform which conforms to the development characteristics of A company. The fourth part discusses in detail about company A’s e-commerce operation strategy based on CRM platform, hope that through CRM combining e-commerce model to solve the problems at present, and also can promote the development of company A. Last part of the views on the full text is summarized and prospect was put forward.In an age of insurance financial industry innovation, there are many broker firms like company, the author hope that through the study of the patterns of company A’s insurance e-commerce, can offer reference model for other insurance agents of the same type, let more enterprises can plug in the wings of the Internet, rise in the insurance e-commerce era, drive the growth performance, and wish to bring to the insurance intermediary industry further positive change.