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保险是中国金融发展的朝阳产业,关乎人民的生活水平和安全保障。当前,网销正日趋成为保险营销的主要渠道,而保险网销却面临其营销管理的三大难题——跨境理赔,寿险难销,形象危机。针对三大难题,通过分析新时期保险网销的机遇与挑战,以最新实例作为参考,结合自身实际经验,对网销的发展提出四点合理化建议。
Insurance is a sunrise industry in China’s financial development and relates to people’s living standards and safety and security. At present, internet marketing is becoming the main channel of insurance marketing, while the insurance network marketing faces three major problems in marketing management: cross-border claims settlement, hard-to-sell life insurance and image crisis. According to the three major problems, by analyzing the opportunities and challenges of insurance network marketing in the new era, with the latest examples as reference, combined with their own practical experience, this paper puts forward four rationalization suggestions on the development of net sales.