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中国互联网保险发展简史
2019-01-12

之前的文章提到了互联网+保险是大势所趋,那么中国的互联网保险是如何从萌芽发展,到现在的欣欣向荣。今天就来探讨一下中国互联网的发展简史。

一般来说,中国互联网保险行业的发展截止目前可分为:萌芽期,起步期,探索期,积累期,发展期,爆发期。

互联网保险的兴起,归根结底是消费者日益增值的投保需求与线下保险行业不够完善的发展之间的冲突引发的。国内消费者的保险意识,保险理念随着经济的提升有了本质上的变化。从之前的听到保险就怕,就退,逐步转化为希望主动了解保险,主动投保。而由于线下理赔慢,产品不够丰富等原因,消费者不再满足线下的保险产品与服务,于是乎互联网保险应运而生。

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互联网保险发展萌芽期:1997~2004 年。该阶段,互联网保险以宣传和科普为主。

1997 年底,中国保险信息网诞生,是我国**面向保险市场和保险公司内部的专业中文网站,也是我国保险行业*早的第三方网站;2000 年 3 月,“ 网险网” **实现了网上投保功能;2001 年 3 月,太平洋保险开通“ 网神”,开始了真正意义上的互联网保险业务,推出 30 多个险种。

此阶段互联网保险作为销售代理而存在,各大保险公司都建立了自己的官方网站,发布保险产品的相关信息,但由于互联网金融规章制度尚未健全,法治环境尚不成熟,人们对于互联网保险的认识也存在很多不足,互联网保险对于保险公司业务发展的作用并不明显,主要起到宣传及普及保险知识的作用,此时互联网保险处于萌芽期。

深化探索期:2005~2011 年,该阶段保险公司开始探索电商营销新模式

2005年是中国互联网发展有里程碑意义的一年,这一年4 月正式实施的《*******电子签名法》标志着互联网保险进入加速发展阶段。截至 2009 年底,互联网保费收入规模达到 77.7 亿元。诸如慧择网、向日葵网、优保网等保险网站纷纷涌现,作为互联网保险中介提供保险咨询及产品销售服务。

此阶段,随着互联网用户的迅速增多,人们越来越倾向于通过互联网来获取金融保险产品和服务,同时各保险机构也致力于通过创新实现新的网络渠道的营销,逐步探索保险电子商务营销方式。

积累发展期:2012~2013 年 该阶段互联网保险实现了跨越式发展

自 2012 年中国保监会开始实施《保险代理、经纪公司互联网保险业务监管办法》,标志着互联网保险走向专业化以及规范化,互联网保险业务发展秉承透明化和信息化的原则。2012 年 8 月之后,多家公司有了更进一步的行动:平安人寿发布“ 平安人寿 E 服务” APP 客户端;国华人寿通过“ 淘宝聚划算” 销售平台推出 3 款产品,短短 3 天时间内就实现了 1.05 亿元保费收入;泰康人寿则分别与携程、淘宝等互联网平台合作打造互联网保险销售平台,取得了较好成效。2013 年出现了各种互联网金融的创新,被称为互联网金融元年。其中,2013 年 6 月推出的专为个人用户打造的余额增值服务——余额宝,既有支付宝的电子支付的功能,又有货币基金的理财功能,从运营之日起规模迅速膨胀,截至 2014 年 2 月 14 日,规模突破 4000 亿元。互联网金融理念渐渐深入人心,也逐步显现出巨大的影响力。 2013 年 11 月 6 日,由阿里巴巴、中国平安、腾讯公司共同筹资建立的“ 众安在线” 财产保险有限公司正式开业,标志着我国互联网保险进入机构专营阶段。同年,淘宝理财频道**参与“ 双十一” 活动,保险产品成为新主角。

一阶段的互联网保险通过创新实现了跨越式发展,基于电子商务及信息技术的发展需求开发了与此相宜的保险险种(如退货运费险、游戏账号装备险、微信支付安全险等),主要依托第三方电子商务平台、保险公司官方网站、保险超市等多种方式,逐步探索出其特有的业务管理模式,从而更好地为投保人提供专业服务,打造优质体验。

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爆发期:2014 年至今 该阶段互联网保险迎来了全面爆发

2014 年 8 月 13 日,“ 新国十条” 的颁布给保险业未来转型升级勾勒了新蓝图,支持保险公司积极运用现代互联网技术进行创新,云计算、大数据等技术无疑会带来更多可能和无限潜力。可见,互联网保险不仅仅是保险销售渠道的转变、升级,更是适宜保险产品的更新换代。互联网保险需依照互联网的规则与模式,改变现有的保险产品、服务及运营方式,并非简单地把传统的保险产品移植到网上,而是需要重新构造互联网保险关联各方的价值体系和运作逻辑,开发出适合互联网消费群体的保险产品

从销售渠道来看,互联网保险销售渠道多种多样,除了官网平台、代理机构建立的销售平台,还有第三方销售平台。其一,官网自销有利于品牌的建立和推广,如中国平安建立的平安直通、泰康人寿成立的泰康在线等。其二,代理机构建立的有类似于保险超市的专业代理渠道,可以提供一站式在线服务(如慧择网),也有类似于银行代理保险产品的网络兼业代理机构。其三,第三方销售平台包括三种:电商平台、保险咨询平台和综合类平台。电商平台较为常见,随着人们网购行为的逐渐频繁,类似淘宝保险和京东保险这类方便快捷的投保平台日益得到青睐,尤其是退货运费险和产品质量退换险这类与网络购物息息相关的小额保险;保险咨询平台也得到进一步发展,如沃保网、向日葵保险网等,其可提供专家在线解答,100% 快速回答,用户可自由查询,也可参考其他用户的问题及解答;综合类平台如网易保险,是由网易公司与国内知名保险公司共同打造的一站式购险平台,涵盖健康险、旅行险、车险、意外险、家财险等各个险种,网站设有保险 10 元店、理赔指引等,为用户提供便捷**的网上保险消费体验。

图表:互联网保险不同销售渠道的特点及案例

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从保险产品来看,具有多样性、个性化、创新特色的互联网保险产品层出不穷。一方面诸如“ 脱单险”“ 赏月险”“ 雾霾险”“ 手机碎屏险” 等这类有新意的趣味保险在一定程度上引起了市场关注和热议,但另一方面,这些表面上的产品创新并不持久,会不断被新生事物所代替,导致产品营销并未超过宣传热度。总体上来说我国的互联网保险产品有了一定程度上的创新,但还是以线上销售线下产品为主,还需有更具突破性的创新模式。 从客户资源来看,网民的大量涌现带来了电子商务的迅猛发展,消费者有了新的消费习惯。埃森哲(Accentare)2014 年调查显示,中国受访者中有 93% 表示已准备好网上购买保险产品与服务,有 76% 已在使用智能手机与各种平台的提供商进行沟通。由此可见,互联网平台带来的客户资源及产品需求巨大,同

时这也会带来很多潜在的行业竞争者,导致竞争加剧。

从技术层面来看,大数据的运用有助于掌握准确的客户信息,网络技术使得互联网对保险公司的意义远不止于提供销售平台,其更大的功能在于通过先天的信息收集及分析优势,掌握全方位资讯,解读客户行为及心理,准确判断客户需求。因此,保险业需要紧跟时代步伐,在应用大数据时保持开放和积极的态度,遵循客户至上的理念,否则宝贵的客户资源和核心技术都可能会成为互联网企业的囊中之物。

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互联网保险发展至今,越来越多的产品和技术的出现,给整个行业带了活力和机遇,同时也迎来了更多的困难和挑战。如何应对日益增多的新渠道投诉?如何真正的做到产销分离?新入场者会带来哪些变革?

启明星在线作为专注于互联网保险的咨询的公司,将在接下来的文章中为您带来更详尽的分析。(编辑:启明星在线)



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