Performance Evaluation Of The Taikang Life Under The Background Of Internet Finance

As the development of the internet financ e, it's being the important power to transform the market. The internet is not only an access of selling, but also the power changing the financial behavior and the market structure of the financial industry. China's internet insurance industry begins at 1990 s. After two decades, th is filed has made a great progress. Under this background, more and more domestic insurance companies compete in internet insurance, such as independent internet insurance companies, independent internet department. Using the internet to keep sustainable development is the way the domestic insurance companies seek. The insurance companies should think about this to improve itself operation performance.The traditional evaluation system doesn't value the ability of operating the internet, so the system can't reveal the performance of insurance company very well. To solve this problem, this article take the solvency, profitability, efficiency of operating, ability to grow up and internet ability into consideration to establish a new evaluation system. This article choose the entropy method to definite the weighing.As the development of the internet financial, insurance compan ies compete in the internet field incisively. Taikang Life is good at internet finance. This article try to evaluate it's performance in 2013 by new evaluation system. The result shows Taikang Life's solvency, profitability, operational efficiency and ability to grow up is not good, but it's ability of operating internet is the best. So it's total score ranks high. According to the comprehensive evaluation, Taikang Life need to improve it's performance as follows. First, Taikang Life need to improve solvency and life insurance performance, and cut down costs in traditional operation. Second, keep the vantage by optimizing the pages, prolonging online service time and improving the structure of products. Furthermore, this article choose entropy method to weight evaluation system because it is easy to practice and it is unique in this field. Hope this article can be helpful to establish the evaluation system.