Research On Risk Management Of China's Insurance Enterprises' Network Sales Under The Background Of Internet Age

As a new generation of information technology,the Internet has been widely used in various areas,and become an important support of economic and social development in the world.The Internet waves are gradually affecting more industries.While remodeling and reconstructing many industries,it also brings us a more convenient life experience.While the power of the Internet is sweeping through many traditional industries,the financial industry is also beginning to change its structure.In respond to this,online marketing comes into being and develops rapidly.Each insurance enterprise has also quickly launched its own online insurance business.Although the insurance enterprise's online marketing has a grander prospect.The information technology which represented by the Internet has many effects on the traditional insurance industry.Everything has two sides.While the Internet has brought new impetus to the insurance industry,it also brings much more risks,such as legal risk,information security risk,moral risk,regulatory security and so on.All of these made the online marketing of insurance enterprises becoming more complicated.The traditional insurance industry,the insurance market and the insurance regulatory authorities also had a huge impact and faced severe challenges.Therefore,we should understand the risks of insurance in online marketing process,and carry out scientific control over these risks so as to promote the healthy development of insurance online marketing.Based on this,this paper not only provides an overview of the current situation of the risk management in online marketing of insurance enterprises,but also focuses on the special analysis of the risk,trying to find out the countermeasures of the risk management in online marketing of the insurance enterprises.The main contents of this paper can be divided into five parts.The first part is the background and relevant literature in home and abroad.The reasons for the study and theoretical support are expounded.The second part is the characteristics and environment of online marketing of insurance.It analyzes the environmental factors of the rise of online marketing of insurance and the development characteristics brought about by the change of sales channels.The third part is the current situation of management in China's insurance enterprises and risk assumption of online marketing of insurance.And the fourth part is the empirical analysis.We will carry out a questionnaire survey to employees from all levels of the insurance enterprise,and then collect the survey data to do a regression analysis,to get the empirical analysis conclusion.The last part is the countermeasures of risk management in online marketing of insurance.Through the above discussion,the author draws some suggestions on the risk management of online marketing in insurance enterprise.