由“三马卖保险”研究中国保险电子营销渠道创新

Analysis on Chinese Insurance Innovative E-marketing Channels from "Three-Ma Sell Insurance"

本文首先在分析保险营销直接渠道与间接渠道特点的基础上,剖析了我国间接营销渠道营建的条件及问题。继而在对"众安在线"的突破意义和业务模式分析的基础上,从管理控制、管理模式以及人才储备三个方面提出了发展我国保险电子营销渠道的主要问题,并提出相应的对策建议。

Firstly, based on feature of the insurance direct marketing channels and indirect channels, the construction of indirect marketing channel conditions and problems are analyzed. And then, it is considered that ＂Zhongan Online＂ has brought the breakthrough significance to indirect marketing channel of Chinese Insurance. Its business models is analyzed from three aspects of the management control, management model and talent reserves and the main problems of the development of China＇s insurance electronic marketing channels are put forward. Finally, these appropriate countermeasures for the problems are proposed.