Research To The Internet Insurance Strategy Of A Insurance Company

With the deepening of the Internet applications,the number of Internet users in China is increasing.The Internet has been an important channel and the key point of the continuous business expansion for an insurance company.As the growth rate of the domestic economy has slowed down,the major insurance companies begin facing performance pressure.Exploring and implementing a suitable development strategy of the Internet insurance is an urgent priority.As a new thing,the Internet insurance in our country has a history of over ten years only,but it develops rapidly.The emergence of the Internet brought the most significant transformation happened in this era.The Internet is more than a simple sales channel.It will change the operation mode of the entire industry,including sales methods,product structure,insurance company management and service provision.Following this trend,A Insurance Company has done a great deal of work in promoting the Internet insurance and some results have been achieved.But in general,the slow development speed and the low level of innovation can't match the market position of A Insurance Company.A Insurance Company should no longer using the traditional approach of running a life insurance company or a property insurance company to do Internet insurance.It ought to explore a new strategic development way based on investigation and research,with the combination of the company's actual situation.This paper analyzes the development status of domestic and foreign Internet insurance,introduces the general history of the development of the Internet insurance in A Insurance Company,and does systematic analysis of A Insurance Company's insurance Internet business using the SWOT model from the perspective of strengths,weaknesses,opportunities and threats.I propose personalized strategy and the measures to guarantee the implementation of the strategy.The Internet insurance business must be “consumer centered”,and A Insurance Company should change from sales oriented to product and service oriented.A Insurance Company will keep making innovations in production,on the basis of consumers' consumption habits in mobile Internet.The prices of Internet insurance products will be greatly reduced.In the era of intelligent internet,Internet insurance marketing will be changed,creating new models to meet users' needs,dynamic communication,value delivery and data decision,helping A Insurance Company to enhance its core competition advantage in the future.This article can be divided into 6 parts.Part 1 is the introduction,mainly introduces the background and significance of the thesis,and the main content,the framework and research methods of this paper.Part 2 is the literature review,includes the basic concepts of strategic management and the Internet insurance,relevant theoretical basis of strategic management and the research status at home and abroad.Part 3 is the analysis of the internal conditions and external environment,presenting the development of the Internet insurance of A Insurance Company.In this part,I analyse the advantages of A Insurance Company,disadvantages,opportunities and threats using SWOT matrix.Part 4 is the implementation of A Insurance Company's Internet insurance personalized strategy,proposing the overall strategic goal and the implementation of this strategy.Part 5 is the measures which ensure the implementation of the strategy,mainly about the IT,channels,process,human resources,service,big data,and so on used in the process of the Internet insurance business expansion.Part 6 is the conclusion.In this part,I clarify the development strategy of Internet insurance business of A Insurance Company,and make some predictions about its development trends.Hope this study will not only help A Insurance Company to have a deep understanding on the internal and external environment it faces,but also help to do a better market position,to enhance the competitiveness of Internet insurance,to seize the Internet insurance market,and also benefit the entire Internet insurance industry's continuous healthy and stable development.