The Analysis Of The Development Of Insurance E-commerce Model Based On4C Theory

In recent years, people are increasingly urgent in need of insurance as the continuous improvement of living standars. At the same time,with the development of network technology, e-commerce, as a new business model, should be widely used and plays an important role in our industries. The insurance industry because of its operating characteristics, namely insurance products have only information flow and capital flow without the logistics section, making it very suitable for the use of e-commerce industry.By the analyse of China’s insurance business website content and mode of operation,the author found that e-commerce has been in use of a product-oriented4P marketing ideas in the domestic insurance, which still belongs to "push" marketing, and not consumer-based for product design and personalized marketing in the marketing process, the advantages of network marketing have not been fully tapped. So the paper is based4C marketing theory as a starting point for B2C e-commerce as the study of the insurance status of China’s insurance e-commerce analysis, firstly discusses the definition of electronic commerce, the development, the classification and the B2C electronic commerce characteristics; secondly by the insurance questionnaires of existing customers and potential customers, through statistical software spss and excel to carry on factor analysis,and extract the factors that have an impact on the insurance of e-commerce, then underlying assumptions made by empirical test; Finally, based on the results of the questionnaire analysis, discussed the theoretical guidance on4C marketing B2C e-commerce marketing activities., not only as a theoretical research, but also for the insurance providing ideas and methods in the conduct of e-commerce.