A保险公司电子商务战略的对策与实施

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20050326EMBAAIAAAAAAEMBAAIIITHETACTICSANDIMPLEMENTATIONOFE-COMMERCESTRATEGYOFINSURANCECOMPANYAABSTRACTWiththerapiddevelopmentofinformationtechnology,moreandmoreenterprisesbegintoadopte-commercetorealizetheirlong-termstrategy.InsuranceCompanyAisalarge-scaleinsurancecompanygroupinChina,whosestrategyistobecomealeadingsyntheticholdingcompanyspecializinginfinancinginthefinanceindustryofChina.E-commercestrategycanplayanimportantroleintherealizationofitsoverallstrategy.Onthebasisoftheanalysisandplanningofe-commercestrategyofInsuranceCompanyA,it’scompulsorytodesignandimplementtheprogramofitse-commercestrategy.Fromtheviewoftheimplementationofthee-commercestrategy,thisthesisproposestheapproachtothefinaltargetofe-commercestrategy,whichincludingtherealizationofthethreefunctions—salessupportingandbusinessextension,onlinesales,andcustomerrelationshipmanagement(CRM).Thesalessupportingfunctionofthee-commercesystemistorealizethefunctionsofbusinessextension,onlinesalesandCRM.Aftertheintroductionofthee-commercestrategyimplementationbackgroundofInsuranceCompanyA,thisthesisfirstlyprogramtherealizationofbusinessextensionfunctionbasedonthesalessupportingfunction.Onthebasisofmarketinginformationsupporting,managementsupporting,anddecisionsupporting,thee-commercesystemcanrealizetheextensionofbothmarketscopeandproductscope,whichcanincreasetheprofitofthecompany.Thisthesisproposesnotonlyanintegratedresolutionfortherealizationofsalessupportingandbusinessextensionfunctions,butalsothefunctionmodulesinitandtheimplementationprocedure.Attheendofthischapter,itanalyzestheinfluencefactorstothesuccess.Thethirdchapterofthethesisprogramstherealizationoftheonlinesalesfunctioninthee-commercesystem.Onlinesalescanenlargethesaleschannelandimprovethesalesefficiency.Thisthesisanalyzestheshortcomingsexistinginthepresentsalesmode,and,italsoanalyzestheusage,significance,andthenecessityofonlinesalesfunction.Then,itproposesanintegratedresolutionfortheimplementationofonlinesalesfunctionfromtheEMBAAIVviewofitsorientation,process,technology,andfunction.Thisthesisalsopresentstheimplementationplanningofonlinesales,analysesthekeyfactorsinfluencingitssuccessfulimplementation.ThefourthchapterofthethesisprogramstherealizationofCRMfunctionintegratedinthee-commercesystem.ItfirstintroducesthemeaningofCRM,analysesthesignificanceofCRMtothedevelopmentofe-commercestrategyofInsuranceCompanyA,andproposestheimplementationtacticsofCRM.Then,afteranalysisofthebasisofCRMimplementation,thisthesisproposesanintegratedresolutionfortheCRMimplementation,includingthesystemdemand,businessdemand,systemfunction,andtechnologyinfrastructure.Attheendofthechapter,itproposesthe8-stageprocedureofCRMimplementation,andanalysesthekeyfactorsinfluencingitssuccess.Thefifthchapterofthethesisprogramstheorganizationstructureinchargingoftheimplementationofe-commerce.Itproposestheorganizationstructureinwhichthee-commercedepartmentisthemainbodyundertheleadingofe-commercecommittee.Thee-commercedepartmentisresponsiblefortheimplementationandpopularizationofe-commercesystem,andisavirtualprofitcenterinthedailymanagement.Relyingonthee-commercesystem,thedepartmentinteractswithdifferentkindsofcustomersthroughvariouschannels,andsupplyonlinesales,customerservice,salessupport,andmarketingmanagementforcustomers.Atlast,thisthesisproposesasetofmeasuresandthemethodfortheappraisaloftheimplementationofe-commerce.Theappraisalshouldbedividedintotwo-stageappraisals,oneforconstructionperiodandanotherfortheperformingperiod.Intheconstructionperiod,thisthesisproposestheindexesandmethodfortheappraisalofthevalidityofe-commercewebsiteandthevalidityofcustomerinformationmanagement.Inthesubsequentperformanceperiod,thisthesisproposestheindexesandmethodfortheappraisalofitsperformance.Thethesisprogramstheimplementationprocessofe-commercestrategyofInsuranceCompanyAindetail.Ithasaremarkablesignificancetotherealizationofthee-commercestrategy.KEYWORDS:enterprisestrategy,e-commerce,strategyimplementation,informationtechnologyEMBAA2005325EMBAAEMBAA175AAA199120010448452003AAAInternetEMBAA275AAAAA20008A12A“955”200112001719AB2BB2BB2BAAAEMBAA375AAAAAA2006A2-32.530002006AA100502006A2006EMBAA4751003010A2006AEMBAA575WTOAAAEMBAA675112321EMBAA775A2WallerShare24AA1AAAAEMBAA875AA2AA3AAA12.1EMBAA9752.1AAAAAA2.22EMBAA10752.2InternetCRMEMBAA1175A2.32.3EMBAA1275AAPA18PA18.com78IBMIAA(InsuranceApplicationArchitecture)RAS11017019991700AA2.4EMBAA13752.42.52.5EMBAA14751APDA1llllllEMBAA1575ll2PDAPDAPersonalDigitalAssistantEmailPDAPDA1234523AA/A4AEMBAA1675llll56CampaignEventEMBAA1775AudienceCollateralBudgetMessageA1234567OLAPDataWarehousingDataMiningEMBAA18752.62.61(Q&RTools)2(OLAPTools)(OLAP)OLAP3(DataMiningTools)(DataMining)8EMBAA19752.72.7A123EMBAA2075A12345AAEMBAA2175OnlineSalesAAXA19968103137EMBAA22751EMBAA2375231Booz-Allen&Hamiton605871EMBAA247523413.1AMP360%15%35%Insweb.comInsweb.comCyberEMBAA2575Dialogue670Ebao.comPA183.12A3InternetEMBAA267582000612CFCAAAAA3.2AEMBAA27753.2AAAAEMBAA2875587124AIntranet3.3