基于此背景，本文以 M 保险公司为研究案例，结合 M 保险公司互联网保险业
务发展的实际情况，在对比国内外行业现状和相关研究文献的基础上展开研究，
在分析我国互联网保险发展现状的基础上，全方面的阐述了我国保险企业营销时
所应用的几类互联网模式和几种比较有代表意义的商业运作模式，与此同时还通
过比较法，对当前实施互联网营销的保险公司进行比较。科学的运用 SWOT 分析
法，对企业内部的竞争强项、内部竞争劣势、外部发展机会和外部潜在威胁四个
层面对该公司所运用的互联网模式进行探究，依照 M 企业目前所处的的市场地位
和运营目标选择合适的发展战略，提出 M 保险公司的互联网保险业务发展的 SO
计划，对计划实施的方法和途径进行分析研究，并提出合适的建议，目的在于帮
助 M 公司找到自身发展的优势点
本篇文章是以 M 公司的业务情况作为真实案例，分析 M 保险公司互联网保险
业务存在的优势和遇到的问题，并分析相应的发展战略，为 M 保险公司提出可行
的发展战略，为国内外同行企业实施互联网保险业务战略提供参考。本论文研究
结论对推动互联网保险企业发展具有实践指导意义
关键词：互联网保险，SWOT 分析，发展战略浙江工业大学硕士学位论文 M 保险公司互联网保险业务战略研究
II
Research on Strategy of M Insurance Company’s Internet
Insurance Business
Abstract
With the full opening of the insurance market, the insurance market competition
intensified, in order to fierce market environment in an invincible position, innovation
is the inevitable choice of local insurance companies. In recent years, the rapid
development of computer technology and information technology and widespread
popularity, Internet marketing is becoming a new hot spot. For the insurance industry,
the application of network marketing can not only save operating costs, improve
premium income, but also help to meet a greater extent the needs of policyholders,
therefore, the development of Internet insurance is the inevitable choice of the current
insurance industry.
Based on this background, this paper takes the M insurance company as the
research case, combined with the actual situation of the development of the Internet
insurance business of M insurance company, studies the present situation of the
domestic and foreign industry and the related research literature, and analyzes the
foundation of the development of Internet insurance in China On the current
introduction of China&39;s insurance companies in the Internet business operations in the
use of several representative business model, while comparing the current market, the
implementation of the typical insurance companies in the Internet strategy. Through
the use of SWOT analysis method from the internal competitive advantage, internal
competitive disadvantage, external development opportunities and external potential
threats in four aspects of the M insurance company&39;s Internet insurance business
analysis and analysis, according to M insurance company&39;s market position and
operational objectives to choose the right The development strategy of M insurance
company&39;s Internet insurance business development of the SO strategy, the
implementation of the strategy and the implementation of security measures to浙江工业大学硕士学位论文 M 保险公司互联网保险业务战略研究
III
provide recommendations to help M insurance companies to form the future
development of the core competitive advantage.
Based on the real case of M insurance company&39;s Internet insurance business,
this paper analyzes the advantages and problems of M insurance company&39;s Internet
insurance business, and analyzes the corresponding development strategy, puts
forward feasible development strategy for M insurance company, and implements the
domestic and foreign counterparts Internet insurance business strategy to provide
reference. The conclusion of this paper is of practical significance to promote the
development of Internet insurance enterprises.
Key words: Internet Insurance, SWOT, Development Strategy浙江工业大学硕士学位论文 M 保险公司互联网保险业务战略研究
IV
目 录
摘要..I
Abstract ..........II
1 绪论..1
1.1 研究背景 ....1
1.2 研究意义 ....2
1.3 研究内容和框架 ..........3
1.3.1 研究内容...3
1.3.2 研究框架...3
1.4 研究方法 ....4
2 相关理论与研究综述6
2.1 相关理论基础 6
2.1.1 互联网保险概述....6
2.1.2 SWOT 分析模型.......6
2.2 相关研究综述 7
2.2.1 国外研究综述.......7
2.2.2 国内研究综述.......8
3 国内外互联网保险业发展状况..10
3.1 互联网保险发展历程 .....10
3.2 国外发达国家互联网保险业发展状况 ...11
3.2.1 美国互联网保险业发展状况.....11
3.2.2 英国互联网保险业发展状况.....12
3.2.3 日本互联网保险业发展状况.....13
3.3 国内互联网保险业发展状况 ...........14
4 M 保险公司互联网保险业务发展现状分析 .....17
4.1 M 保险公司简介..........17
4.2 M 保险公司互联网保险业务发展概况....17
4.2.1 M 保险公司互联网保险基本架构..........17
4.2.2 互联网保险业务种类.....19
4.2.3 互联网保险业务各渠道发展情况.........19
4.2.4 互联网保险业务保费收入情况.22
4.3 M 保险公司互联网保险业务的 SWOT 分析.23
4.3.1 优势分析（Strength）.23
4.3.2 劣势分析（Weaknesses）.........25浙江工业大学硕士学位论文 M 保险公司互联网保险业务战略研究
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4.3.3 机会分析（Opportunities）...28
4.3.4 威胁分析（Threats）...29
4.3.5 SWOT 分析总结....30
5 M 保险公司互联网保险业务发展的战略分析与战略选择 .....32
5.1 SO 战略.....32
5.2 WO 战略.....34
5.3 WT 战略.....35
5.4 ST 战略.....38
5.5 M 保险公司互联网保险业务发展的战略选择...........39
6 M 保险公司互联网保险业务发展的战略实施 ..41
6.1 互联网保险业务发
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