Research On The Development Of Insurance Store In China Under The Background Of Internet

In 2014,the total assets of China's insurance companies reached 10.2 trillion,and the premium income reached 2023.36 billion yuan.The premium income obtained through insurance intermediary channels was 1,614.42 billion yuan,accounting for 79.8% of the total annual premium income.Insurance intermediaries have brought huge premium income to China's insurance industry,which has greatly promoted the development of the insurance industry.However,it cannot be ignored that traditional intermediaries also charge more and more fees to them.The daily costs of insurance companies are rising day by day,and the operating profits of enterprises are gradually decreasing.Therefore,the transformation of the existing insurance marketing system is an inevitable choice to get rid of this unfavorable situation.Ten years ago,drawing on the advanced experience of insurance development in Europe and the United States,the new insurance model of community stores began to be implemented in China.With the rapid development of Internet technology,the construction of insurance stores and Internet technology have also produced deep integration,which is of great significance to promote the reform and development of insurance stores in China."Internet +" has also brought significant development opportunities to insurance stores in the stage of development and transformation.With the help of network technology,a new type of insurance store may be reshaped.This paper takes Ping An Life's “Zhi Xiang” store as an analysis case,introduces the background and development process of Ping An Life's “Zhi Xiang” store,and introduces the operation mode of the store from both physical and virtual aspects.Based on the introduction of the case,the innovation of Ping An Life's “Zhi Xiang” store is analyzed from three aspects: service concept,operation mode and technology application.Then it analyzes the development of insurance stores in China from the perspective of necessity and feasibility.It is concluded that insurance stores as a new marketing model are conducive to the establishment of core competitiveness of insurance companies,enhancing the control of enterprises on marketing,and achieving stable and sustainable development of enterprises.After that,it analyzes the current situation of the development of insurance stores in China.There are widespread problems in the sales channels such as “heavy insurance,light service”,serious product homogeneity,backward hardware facilities,and low public awareness of insurance stores.By studying the mature American and Japanese models of foreign insurance stores,this paper compares and analyses the development of domestic and foreign insurance stores from three aspects: store model,product content and store management,and gains experience and lessons,mainly including creating characteristic services,cultivating customer loyalty,differentiating operation,enriching product types,and comprehensive financial service system.Finally,on the basis of drawing lessons from the development experience of foreign insurance stores,and based on the current situation and problems of the development of insurance stores in China,the countermeasures for the development of insurance stores in China under the background of the Internet are given: Insurance store marketing is more suitable for small and medium-sized insurance companies;differentiated operation,creating housekeeping services;creating online and offline all-round service platform for O2O;strengthening the application of science and technology,enhancing customer experience;improving the legal supervision of insurance stores;carrying out in-depth knowledge publicity of insurance stores and so on.