随着电子商务、移动互联网和大数据的出现，他们给金融行业带来了革命性
和颠覆性变化，中国保险的销售模式正在酝酿新的变革。中国保险企业为了增强
竞争力，都积极着探索保险电子商务发展之路。
XX 保险公司海外母公司成立于 1952 年，从 2001 年开始，就正式在中国经营
保险业务，到 2013 年，已经经过了 12 年的发展，在中国外资保险公司保费排名
中第五位。XX 保险公司从 2013 年开始进入保险电子商务市场，主要内部原因是
由于公司的业绩规模已经达到瓶颈，需要通过创新公司才能生存和发展，主要外
部原因是由于市场竞争的加剧，公司急切要求变革来改变现况。内忧外患，XX 保
险公司在 2012 年制定了新的战略规划，提出了全面开拓新渠道的发展战略，特别
是大力发展电子商务渠道。
本文从保险电子商务在消费者、企业、电商模式、IT 技术等多方面，详细探
讨保险公司在电子商务上碰到的问题，通过相关管理理论，SWOT 分析法、博弈
理论、平衡矩阵组织模型等多角度进行分析和评价。在上述分析的基础上，提出
了 XX 保险公司电子商务模式设计，包括：模式指标、销售模式、业务流程再造、
组织变革、电子商务系统建设，提升服务和客户关系管理等内容。最后，进行总
结和展望。
在保险金融行业创新的时代，本文把保险电子商务进行了一次全新的分析。
保险电子商务的崛起，通过开发适合网络销售的保险产品，会成为带动业绩增长
的重要手段，通过建立保险企业公开、公正的信用评价体系，建立起与客户的双
向交流，提高客户满意度，通过利用移动平台等新技术，大力培养电商人才与业
务流程重组和组织再造，为保险企业的创新和变革打下坚实的基础。本文相关研
究成果也可供保险企业在选择电子商务模式时参考。
关键词：保险，电子商务，模式
ABSTRACT
From the 21st century to the present, china's e-commerce insurance has entered a
rapid growth period. As of December 2012, china's insurance sales of e-commerce has
reached 3.96 billion Yuan and is growth of 123.8% over 2011 and is 0.26 percent overall
in china's insurance sales. In 2016, china's e-commerce insurance sales will reach 59.05
billion and insurance market penetration will reach 2.6%.
E-commerce, mobile and big data brings the revolutionary to the insurance industry.
China traditional insurance marketing model is changing. China's insurance companies
explore the e-commerce insurance in order to enhance their competitiveness.
XX insurance overseas parent company was founded in 1952. Since 2001, XX
insurance company has been operating for 14 years and company’s sales is ranked fifth
in foreign insurance companies. Now, XX insurance company enters the e-commerce
market. Internal reason is XX insurance company's sales already have reached the
bottleneck and should be innovative in order to survive and develop. External reason is
with the aggravating competition for the insurance industry, XX insurance company is
facing a challenge more and more urgent. In the internal and external reasons, XX
insurance company has formulated the new strategic plan in 2012 and vigorously
develop the e-commerce channel.
This thesis analyzed problems encountered in the process of e-commerce insurance,
and put forward some suggestions. This thesis analyzed problems viewing from the
customers, companies, business model, technology, legal standards and so on. This
thesis used some relevant management theories, SWOT analysis theory, game theory,
balance matrix organization and so on. On the basis of the above analysis, this thesis
presents the e-commerce mode of XX insurance company and including e-commerce
KPI, internet sales promotion, business process reengineering, oblate organization, the
e-commerce system in order to improve customer service.
In the insurance industry innovation era, this thesis gives a new analysis of
e-commerce insurance. The rise of the e-commerce insurance has become an important
way to promote growth performance. XX insurance company should develop for
e-commerce insurance products and establish insurance credit evaluation system and
use of new technologies such as mobile platform to establish two-way communication
with customer and improve customer satisfaction and cultivate e-commerce talents and
carry Business Process Reengineering and develop the e-commerce insurance to create
new profit growth point.
This thesis is as a reference to other e-commerce insurance company.
Key words: insurance, e-commerce, model
==>>