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1、汽车保险电子商务销售模式现状分析及发展思考摘 要我国的机动车产业近几年保持着高速发展态势，从2009年开始，中国的机动车生产量和销售量己经超过美国，成为世界第一的机动车产销大国。我国机动车产业的蓬勃发展预示着机动车辆保险和机动车辆保险产业链相关主体都将获得更加广阔的发展空间。根据中国保监会（CIRC）统计数据，2015年机动车辆保险（含机动车交通事故责任强制保险）原保险保费收入6199亿元，较2014年同比增长19.99，占整个财产保险原保险保费收入的73.6。而随着汽车消费量的增加、机动车商业保险改革所带来的政策红利不断释放，国家相关配套政策的出台，机动车辆的保费规模将会进一步上升。实体产业
2、的高速发展的同时，我国的互联网信息技术也在飞速发展。我国已经成为一个不折不扣的互联网大国，互联网技术的发展规模己经走在世界的前列。在社交网络、生态闭环、大数据等互联网概念的引领下，保险公司争抢第三方支付牌照、互联网保险电子商务平台为代表的互联网保险经营模式引起人们的高度关注。保险业与互联网技术的结合无疑加速了互联网保险时代的到来。互联网保险作为保险业与互联网融合创新的模式，不仅给传统保险业带来了多元化发展的机遇，同时也冲击了保险业现有的刚刚步入正轨的经营模式，促使保险公司通过各种方式快速进入互联网保险领域。本文是基于互联网的机动车辆保险的经营的研究。首先，对互联网机动车辆保险的发展情况进行了总
3、结，介绍了当前保险公司利用互联网进行保险业务经营的一些做法及未来发展趋势；其次，站在保险经营者角度对笠联网机动车辆保险的经营活动进行了SWOT分析；再次，选取中国互联网产业比较发达的个省份，对这个省份选取部分牢主进行了一次问卷调査，旨在站在保险消费者角度，发现保险公司的互联网机动车辆保险经营模式的些不足及相应的改进措施。通过调查问卷反馈的信息进行总结分析，对样本反映的问题做出客观描述，对调研的样本数据又用计量经济学的方法做了实证分析，试图用实证分析的方法找到影响车主购买互联网机动车辆保险的影响因素；最后，综合机动车辆保险经营者与消费者双方的分析，提出保险公司在利用互联网平台经营机动车辆保险业务
4、的合理化建议。关键词：互联网；机动车辆保险；经营；实证分析ABSTRACTChinas motor vehicle industry has maintained a rapid development trend in recent years. Since 2009, Chinas motor vehicle production and sales volume has exceeded the United States, becoming the worlds largest motor vehicle sales. The rapid development of Chinas m
5、otor vehicle industry indicates that motor vehicle insurance and motor vehicle insurance industry chain related subjects will have a broader space for development. According to China CIRC (CIRC) statistics, 2015 motor vehicle insurance (including compulsory traffic accident liability insurance) insu
6、rance premium income of 619 billion 900 million yuan, an increase of 19.99% compared to 2014, the total property insurance premium income of 73.6%. With the increasing consumption of motor vehicles, motor vehicle business insurance reform brought about by the dividend policy continues to release, th
7、e introduction of relevant national policies, motor vehicle insurance premiums will rise further. At the same time, the rapid development of the real estate industry, the rapid development of Chinas Internet information technology. China has become a big country in the Internet, the scale of the dev
8、elopment of Internet technology has been walking in the forefront of the world. In the social network, ecological closed-loop, big data and other Internet concept, business model of Internet insurance company for the third party Internet payment license, insurance e-commerce platform as the represen
9、tative of great concern. The combination of insurance and Internet technology will undoubtedly accelerate the arrival of the era of Internet insurance. Internet insurance as the insurance industry and the Internet integration innovation model, not only to the traditional insurance industry has broug
10、ht the diversified development opportunities, but also the impact of the insurance industry has just entered the track of the existing business model, encourage insurance companies through a variety of ways to quickly enter the field of Internet insurance. This paper is based on the study of the ope
11、ration of motor vehicle insurance. First of all, the development of the Internet of vehicle insurance are summarized and introduced the current insurance companies use the Internet for some of the practices of insurance business and the future development trend; secondly, standing in the angle of in
12、surance operators don network of motor vehicle insurance business activities carried out the SWOT analysis; thirdly, we selected 6 provinces developed China Internet industry, the 6 provinces from the main prison conducted a questionnaire survey, to stand in the perspective of insurance consumers, t
13、he Internet found improvement measures of motor vehicle insurance insurance companys business model - some deficiencies and the corresponding. Were analyzed through the questionnaire feedback information, make an objective description of the sample reflects the problem of sample of the survey data a
14、nd do empirical analysis using econometric methods, influence factors of trying to use the methods of empirical analysis to find the impact of the Internet to buy owners of motor vehicle insurance; finally, the comprehensive analysis of motor vehicle insurance operators and consumers the reasonable
15、suggestion of insurance company vehicle insurance in the use of the Internet platform.Key words: Internet; motor vehicle insurance; management; empirical analysis 目 录第1章 前言11.1 汽车保险电子商务国内外发展现状11.1.1 国外理论研究综述11.1.2 国内理论研究综述11.2 课题的意义21.3 论文主要内容3第2章 汽车保险电子商务销售模式的现状分析以及利弊端52.1 互联网机动车辆保险的经营模式发展现状52.1.1
16、B2C模式52.1.2 B2B模式62.2 互联网机动车辆保险经营的利弊82.2.1 互联网机动车辆保险经营的优势82.2.2 互联网机动车辆保险经营的弊端12第3章 汽车保险电子商务营销模式的改进及发展153.1 市场机会153.2 互联网巨量客户的存在163.3 互联网社交平台的飞速发展带给互联网机动车辆保险的发展机会163.4 发展空间巨大17第4章 结论18致 谢21参考文献22IV第1章 前言1.1汽车保险电子商务国内外发展现状1.1.1 国外理论研究综述Martin V Deise在电子商务管理者指南从战术到战略主要针对管理者对于该企业电子商务模式的选择以及操作方法等方面进行了论述，为企业高管在进行电子商务业务过程中提供了理论指导和依据。而 Ravi Kalakota 在电子商务管理指南中通过对多种不同行业中电子商务的实例进行对比探究讨
