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中国网络用户规模过去十年间迅速扩大,消费者网络购买行为日益成熟,加之国家政策的支持,人们对于网络保险的接受程度也在迅速提高。驱动保险销售网络化的主要因素在于网络销售在降低成本、提高效率、提升消费者体验等方面具有显著优势。然而,虽然网上购买保险具有诸多优势,其也存在着一些制约发展的宏观和微观因素。中国的网络保险目前还处于初步发展阶段,机遇与挑战并存。国内保险公司必须妥善做出应对,未雨绸缪,提早决策。
The scale of Internet users in China has expanded rapidly in the past ten years. The purchasing behavior of consumers is becoming increasingly mature. With the support of national policies, people’s acceptance of online insurance is also rapidly increasing. The main factor that drives insurance sales network is that online sales have significant advantages in reducing costs, improving efficiency and enhancing consumer experience. However, although online purchase insurance has many advantages, there are some macroscopic and microscopic factors restricting its development. China’s online insurance is still in its initial stage of development with both opportunities and challenges coexisting. Domestic insurance companies must properly respond, take precautions, and make early decisions.