I. Comparative International Development, Internet Marketing
1. In Europe and the United States and other developed countries in the insurance industry, the Internet technology more and more attention, the insurance via the Internet has been very common in Western countries. British online insurance market in 2005 reached 3.1 billion U.S. dollars, 20% of the general insurance on the Internet. In Europe use the Internet to purchase insurance or other financial services to consumers will reach 20%, while the United States at 30%. Online sale of insurance premium income in Europe will reach 60 billion U.S. dollars, accounting for the total online sales of 4%. In the United States comes from online sales of premium income will reach 17 billion U.S. dollars, accounting for the total online sales 8%.
2. Domestic and international network of insurance, there are still some gap between the degree of maturity. For insurance companies, compared with traditional insurance, marketing, network marketing, as a new business philosophy and business model, its obvious unique advantage is mainly manifested in: (1) e-commerce barriers to entry is low, a low-cost The new sales channels. (2) market segmentation can stimulate the insurance needs. Currently China has 100 million Internet users, including the intention to buy insurance, mostly high-end, white-collar users, about 25 million or so.. 3 to facilitate low-cost insurance companies to provide more comprehensive and convenient services.
3. Majority of customers have this demand. E-commerce increased competition, transparency, and strengthen the bargaining power of the insured. The emergence of e-commerce will enable consumers to easily and enter to learn that the company's product and price information, policyholders can choose their own need for more targeted products and services, and they can accept the price. The network makes low-cost insurance prices, and can further stimulate the demand for insurance. The emergence of e-commerce intensified competition among insurance companies, customers can benefit from lower prices column.
4. E-commerce makes it easier for insurance companies to establish direct relationships with customers. Moreover, the online insurance broker can be faster than the traditional to provide better price information. To an insurance agent, for example, the role of the past, they are positioning themselves to clients introduced to explain the company's products and services, the Internet allows customers to easily get more than the company's products and services. Therefore, the insurance agent on behalf of will face a real threat to change the role, their role should be from the traditional 'information transmission' turn to provide customers with risk management and insurance consulting, risk management consultant or a personal financial planner.
Second, insurance, network marketing and traditional marketing, the relationship between the
Both of their irreplaceable comparative advantages and disadvantages, which are insurance companies overall marketing strategy of the two organic components. It is based on the effective functioning of businesses to the website to guide consumers into the enterprise premise, and this work will inevitably have to be done by traditional marketing. Therefore, the network marketing can not replace traditional marketing, but only integrate with traditional marketing to the enterprise's overall marketing strategy to maximize success.
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