| Summary: | 碩士 === 淡江大學 === 保險學系保險經營碩士班 === 102 === The emergence of internet has a significant impact on business model for the enterprise and lifestyle for human being. In order to satisfy market demand, improve competitiveness, the enterprises have gradually introduced the e-commerce concept into their business operations. In insurance industry, the insurers develop the e-commerce business including their information technology management, internet marketing and designing insurance products suitable for internet.
In recent years, the internet insurance market in Mainland China has developed rapidly. Taiwan''s insurance environment is more mature and advanced than Mainland China. However, the development of insurance internet marketing is very slow and restricted. The main purpose of this study is investigating difference of the insurance internet marketing and internet insurance product between Taiwan and Mainland China. This study discusses this issues from two aspects, internet marketing models and internet insurance product. Firstly, we divide the internet marking model into five different channels: official website, professional intermediary and third-party websites, communication software, online insurance company. Then, we provide some practical internet insurance products in Mainland China. Finally, we find some potential problems and provide some suggestions for Taiwan and Mainland China.
The suggestions for Taiwan regulators are shown as the follow: (1) The supervisory of the insurance internet marketing should not be restricted and conservative extremely. (2) The problem relating the signature should be solved. (3) To reinforce the education for supply and demand sides of insurance internet marketing. (4) To integrate the internet insurance channel and other insurance marketing channels.
The suggestions for Mainland China regulators are shown as the follow: (1) The regulators should clarify which insurance products are allowed to sell on the internet. (2) The internet sale persons and internet brokers should have legal qualifications and good sale training. (3) The advertisement, slogans and the traded quantity information of insurance product should be monitored by the regulators. (4) In order to prevent the situation of suction gold, the regulators should ensure that insurers have a stable financial situation when selling insurance product on the internet.
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