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1、上海交通大学硕士学位论文A保险公司电子商务战略的对策与实施姓名：谢跃申请学位级别：硕士专业：工商管理指导教师：王方华20050326上海交通大学 EMBA 学位论文 A 保险公司电子商务战略的对策与实施IIITHE TACTICS AND IMPLEMENTATION OFE-COMMERCE STRATEGY OF INSURANCE COMPANY AABSTRACTWith the rapid development of information technology, more and more enterprisesbegin to adopt e-commerce to reali
2、ze their long-term strategy. Insurance Company A is alarge-scale insurance company group in China, whose strategy is to become a leading synthetic holding company specializing in financing in the finance industry of China. E-commerce strategy can play an important role in the realization of its over
3、all strategy.On the basis of the analysis and planning of e-commerce strategy of Insurance Company A, its compulsory to design and implement the program of its e-commercestrategy. From the view of the implementation of the e-commerce strategy, this thesisproposes the approach to the final target of
4、e-commerce strategy, which including the realization of the three functions sales supporting and business extension, online sales,and customer relationship management (CRM).The sales supporting function of the e-commerce system is to realize the functions of business extension, online sales and CRM.
5、 After the introduction of the e-commercestrategy implementation background of Insurance Company A, this thesis firstly programthe realization of business extension function based on the sales supporting function. On the basis of marketing information supporting, management supporting, and decisions
6、upporting, the e-commerce system can realize the extension of both market scope andproduct scope, which can increase the profit of the company. This thesis proposes not only an integrated resolution for the realization of sales supporting and business extensionfunctions, but also the function module
7、s in it and the implementation procedure. At theend of this chapter, it analyzes the influence factors to the success. The third chapter of the thesis programs the realization of the online sales function inthe e-commerce system. Online sales can enlarge the sales channel and improve the saleseffici
8、ency. This thesis analyzes the shortcomings existing in the present sales mode, and, it also analyzes the usage, significance, and the necessity of online sales function. Then, itproposes an integrated resolution for the implementation of online sales function from the上海交通大学 EMBA 学位论文 A 保险公司电子商务战略的对
9、策与实施IVview of its orientation, process, technology, and function. This thesis also presents theimplementation planning of online sales, analyses the key factors influencing its successful implementation.The fourth chapter of the thesis programs the realization of CRM function integratedin the e-comm
10、erce system. It first introduces the meaning of CRM, analyses the significance of CRM to the development of e-commerce strategy of Insurance Company A,and proposes the implementation tactics of CRM. Then, after analysis of the basis of CRMimplementation, this thesis proposes an integrated resolution
11、 for the CRM implementation, including the system demand, business demand, system function, and technologyinfrastructure. At the end of the chapter, it proposes the 8-stage procedure of CRMimplementation, and analyses the key factors influencing its success. The fifth chapter of the thesis programs
12、the organization structure in charging of theimplementation of e-commerce. It proposes the organization structure in which the e-commerce department is the main body under the leading of e-commerce committee. The e-commerce department is responsible for the implementation and popularization of e-com
13、merce system, and is a virtual profit center in the daily management. Relying on the e-commerce system, the department interacts with different kinds of customers through various channels, and supply online sales, customer service, sales support, and marketingmanagement for customers.At last, this t
14、hesis proposes a set of measures and the method for the appraisal of the implementation of e-commerce. The appraisal should be divided into two-stage appraisals,one for construction period and another for the performing period. In the constructionperiod, this thesis proposes the indexes and method f
15、or the appraisal of the validity of e- commerce website and the validity of customer information management. In thesubsequent performance period, this thesis proposes the indexes and method for theappraisal of its performance. The thesis programs the implementation process of e-commerce strategy ofI
16、nsurance Company A in detail. It has a remarkable significance to the realization of the e-commerce strategy.KEY WORDS: enterprise strategy, e-commerce, strategy implementation, information technology上海交通大学 EMBA 学位论文 A 保险公司电子商务战略的对策与实施上海交通大学学位论文原创性声明本人郑重声明所呈交的学位论文是本人在导师的指导下独立进行研究工作所取得的成果除文中已经注明引用的内容外 本论文不包含任何其他个人或集体已经发表或撰写过的作品成果 对本文的研究做出重要贡献的个人和集体均已在文中以明确方式标明 本人完全意识到本声明的法律结果由本人承担学位论文作者签名谢 跃日期2005年 3月 25
