Because of the operability of online sales of insurance products, as a completely new business concept and trade model, it has the characteristics of wide selection, cost reduction, no regional time limit, and privacy protection. The rapid development of China's Internet has pushed online insurance in front of us. Facing the fact that China's accession to the WTO places domestic insurance companies at the forefront of foreign competition, there is no doubt that the trend of networking brings opportunities for the improvement of China's domestic insurance industry. However, networking is just a trend; it cannot change the immaturity of China's traditional insurance industry and the maturity of marketing methods. Although traditional insurance marketing businesses have developed rapidly in recent years, their marketing methods are somewhat rigid and single. If the marketing model is not changed from the traditional connotation, online insurance seems to be just a fashion and an ornament.
Currently, most insurance companies widely promote the insurance agent marketing mechanism. In this marketing mechanism, customers are completely in a passive position. In most cases, they understand insurance knowledge through the explanation of insurance marketing personnel, lacking direct communication with insurance companies. This will lead to marketing personnel exaggerating the benefits of insurance in order to obtain policies, concealing shortcomings, and creating potential hazards for the long-term development of the insurance industry. Moreover, the quality of current insurance marketing personnel is not high enough. According to the survey results of China Social Affairs Survey Institute (SSIC), 19% of people in Beijing refuse insurance because of "the poor quality of insurance marketing personnel." The low quality of insurance marketing personnel and the sea tactics currently used in insurance marketing make about 10% of residents adopt a "closed door" attitude towards insurance salespeople. The overall low quality of insurance marketing personnel also leads to approximately 66% of residents not understanding insurance, significantly affecting the development of the insurance industry.
The arrival of the network era forces each insurance company to face changes and adjustments in marketing methods under the new situation, among which how to use the new tool of the network will become the key. Currently, selling insurance products through the network is gradually becoming a reality, but overall, selling insurance on the network can be said to still be in its infancy and at a low level. Most insurance companies are in the exploratory stage regarding network insurance awareness. However, due to the operability of online sales of insurance products, as a completely new business concept and commercial model, it has the characteristics of wide choice, cost reduction, no regional time limit, and privacy protection. For traditional insurance companies, online marketing can effectively reduce costs, minimize operational risks, and maximize the satisfaction of individual customer needs. Therefore, its prospects are well regarded by industry insiders.
Currently, the reactions and actions of the insurance industry to the rise of the Internet can roughly be divided into two situations: First, the majority of insurance companies around the world have actively taken action, established their own websites, gradually connected the company's operations with the network, expanding the scope of direct sales to customers by insurance companies; On the other hand, it is manifested in insurance companies using personal computers and the Internet to provide quality services to customers.
Regarding the trend of online insurance, understanding the current status of the industry, learning from outstanding marketing models abroad, and analyzing reports from experts and media are greatly beneficial to the domestic online insurance industry, which is just starting and exploring. Related theme articles: .COM bubble past, online marketing seeks value in service, 80% of sales come from the 4th to 11th follow-up. Related theme articles: Array Networks lands in China, assisting China's informatization. Travel marketing enters the network era, core concepts of online marketing, next year's US tech industry bets on e-commerce search and data storage, NetEase Online Marketing Center officially launches, Pacific Life Insurance sells student group insurance online, signs the first order, "Avatar mode" analysis.