5200字 5頁(yè)
[摘要] 西方發(fā)達(dá)資本主義國(guó)家的保險(xiǎn)公司，早已在利用網(wǎng)絡(luò)進(jìn)行保單銷(xiāo)售，并取得了一定的成效。美國(guó)加利福尼亞州最大的一家網(wǎng)絡(luò)保險(xiǎn)服務(wù)公司INSWEB目前提供28家保險(xiǎn)商的費(fèi)率咨詢，用戶數(shù)已由1997年的60多萬(wàn)增加到2003年的500多萬(wàn)。1997年美國(guó)網(wǎng)上保險(xiǎn)營(yíng)銷(xiāo)保費(fèi)收入達(dá)到3.97億美元，而這個(gè)數(shù)字2001年已經(jīng)增加到11億。據(jù)國(guó)際保險(xiǎn)行銷(xiāo)研究會(huì)（LTMR）在2000年3月對(duì)美國(guó)和加拿大73家保險(xiǎn)公司（其中54家為美國(guó)保險(xiǎn)公司，14家為加拿大保險(xiǎn)公司）就保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷(xiāo)問(wèn)題進(jìn)行的專項(xiàng)調(diào)查顯示，有93%的公司以公眾網(wǎng)絡(luò)或客戶、業(yè)務(wù)員私人網(wǎng)站的形式利用網(wǎng)絡(luò)資源進(jìn)行營(yíng)銷(xiāo)。網(wǎng)絡(luò)營(yíng)銷(xiāo)方式將成為保險(xiǎn)營(yíng)銷(xiāo)最重要的銷(xiāo)售方式之一。本文將就保險(xiǎn)網(wǎng)絡(luò)營(yíng)銷(xiāo)的優(yōu)勢(shì)、目前存在的問(wèn)題、相應(yīng)的對(duì)策和它在我國(guó)的發(fā)展前景作初步的分析。
[關(guān)鍵詞] 保險(xiǎn)營(yíng)銷(xiāo) 網(wǎng)絡(luò)營(yíng)銷(xiāo) 道德風(fēng)險(xiǎn)
Abstract: The network sale is a new sale method along with the gradual development of the computer network technique and the coming of network ages. The network sale of insurance appears exactly under the background. As soon as it appeared, great attention was paid to it because of its advantage. It can predict that as the time goes on, network sale will become one of the most important ways of the insurance sale. This text will make a preliminary analysis of the advantage of the network sale of insurance ,the problems in practicing at present and how to deal with the problems and at last its prospect.
Key words: Insurance sale Network sale Moral hazard