Research On Brand Construction Of Internet Insurance Supermarket Based On TBCI

The development of Internet technology penetrates all walks of life,followed by a variety of risk management needs,continue to deepen the field of insurance.The traditional insurance industry is working with the Internet to create a new business model.Because Internet shopping needs lower transaction cost and is more convenient,more private than traditional insurance,people prefer to buy insurance products and services on the Internet.As one of the Internet insurance business model,Internet Insurance Supermarket is one-stop service platform provided by the new insurance intermediaries,selling a variety of Insurance products.It put associated insurance company's products on their platform for sales,from which commission as a profit.In many Internet Insurance Supermarket platforms,what brand will consumers choose from the alternative brands set,how to ensure that an Insurance Supermarket brand can win in the fierce competition?This paper innovatively analyzes two Internet Insurance Supermarkets' brands from the perspective of brand credit degree,and puts forward the suggestions of how to carry out brand building for Internet Insurance Supermarkets.First of all,this paper gives a brief introduction of the research background and significance,research methods,innovation points and shortcomings.The main research methods of this paper include qualitative analysis,relative valuing and case analysis,then introduces The TBCI model and its ten indexes.After that,through the questionnaire survey,explore the acceptance of Internet insurance and Internet insurance supermarket market's prospects.Then,respectively from the transaction cost,enterprise management and consumer purchasing behavior,analyze the advantages of the internet insurance compared with the traditional mode.And then,use the TBCI model to analyze and rate "Huize Insurance Network" and "Sunflower Insurance Network" respectively,and calculate brand premium rate.Found out the difference of the score and the reasons for the difference.Finally,combined with the previous analysis,give recommendations for the Internet Insurance Supermarkets'brand building in not having its own product stage and having its own product stage.