A保险公司电子商务战略的规划与设计

上海交通大学硕士学位论文A保险公司电子商务战略的规划与设计姓名：阎栗申请学位级别：硕士专业：工商管理指导教师：王方华20050326EMBAAI2090AA1991AAAEMBAAII8CContentCommunicationCustomerCareCommunityConvenienceConnectivityCustomizationCost,8AEMBAAIIITHEPROGRAMMINGANDDESIGNINGOFE-COMMERCESTRATEGYOFINSURANCECOMPANYAABSTRACTSince1990s,therapidlydevelopingITandInternetisgivingrisetoanewrevolutiontotheinsuranceindustry.Asakindofnewmanagementandbusinessmode,e-commerceofinsurancecontainsplentyofbusinessopportunities,whichisrealizingbyinsuranceindustry.Thisthesisanalysestheinfluenceofe-commercetoinsuranceindustry,demonstratestheessentialcontentofe-commercestrategyandthekeyproblemsinthedecision-makingofe-commercestrategyofinsuranceindustry,programsanddesignsthee-commercedevelopmentstrategyonthebasisofthefactualconditionsofinsurancecompanyA,andinducesthekeypointsofthee-commercestrategyofinsurancecompany.Inspiteoftheobstaclesinsurancecompanymetintheapplicationofe-commerce,e-commercebenefitsinsurancecompaniesgreatly.Atthesametime,italsointensifiesthecompetitionintheinsuranceindustry.Moreover,theemergenceofe-commerceandthefocusonthecorecompetitionadvantageshasmadethetraditionalinsuranceserviceoutofdate.Thetraditionalvaluechainoftheinsuranceisbreakingdown.TheinsurancecompanyAisaholdinggroupofinsuranceestablishedin1991accordingtotheinsuranceregulations.Todevelope-commerceisasignificantstrategydecisionforinsurancecompanyA.Afterthreeyears’construction,theperiodicalobjectsetinthelong-termschemehasbeenachievedinsubstance,whichleadstoaremarkableimprovementinthesalesquantity.Ontheotherhand,e-commerceininsurancecompanyAhasnotbeenfullyrecognizedandused.Itsapplicationscopeiscomparativelynarrownowadays.E-commercelinkstheinsurancecompany,supplier,anditspartnertogetherbythevaluechain.AinsurancecompanyinthenetworkwillhaveabetterCRMsystem,abetterworkingefficiency,andmorepowerfulabilityofnewproductandservicedevelopment.E-commercedecreasestheentranceobstacleandthebusinesscosts,whichintensifiesthecompetitionpressureintheindustry.Inthehistory,lowercostcanhelpinsurancecompanytogetmarketshare.Aftertheemergenceofe-commerce,salescostisnotakindofentranceobstacleofthelifeinsurancemarket.Throughreducingthedistributionnetwork,e-commercebringsstrategicopportunities,suchas,focusingonthecoresectionsofvaluechain,enlargingthemarketcoverage,andincreasingtheexposingchancestothetargetEMBAAIVcustomersbyincorporatingprofessionalfinancewebsites.Nevertheless,e-commercealsobringtheinsurancecompaniessomerisksontechnology,responsibility,management,credit,andfinance,sothatitproposesmorerequirementsfortheinsurancemanagement.Inthecorecontentofe-commercestrategy,thereare8Cs,e.g.Content,Communication,CustomerCare,Community,Convenience,Connectivity,CustomizationandCost.Inessence,the8Csisbasedonthecomprehensionaboutthetargetcustomers.Theplannerofe-commerceshouldusethe8Cscreativelyintheever-changingmarkettodesignacompetitiveandefficientcustomerexperience.Sixproblemsshouldbeconsideredinthedesigningofe-commercestrategy.Thefirstoneishowtoturnthebrowsingonlineofcustomerintotherealtransaction.Thesecondishowtocollaboratethediversechannelsanddiminishtheconflictbetweenthechannelstoachievecollaborationeffect.Thethirdproblemisthemannerandextentoftheinfluenceofnetworktotheinsuranceproduct.Thefourthoneiswhatisneededfortheemployees,businessprocess,andthedevelopmentoftechnology.Thefifthoneiswhatcanwegetfromthecooperationwiththepartnersandhowtocooperatewiththem.Thelastoneistograspthee-commercemodeofinsurancecompany.Theobjectivesofthee-commerceimplementationofinsurancecompanyAshouldcomplywiththelong-termvisionofthewholegroup,andimplementstepbysteponthebasisofintegratedprogramming.Thee-commerceofinsurancecompanyAisorientatedonthefrontofthebusinesssystem,andincludesfourkeyfunctions,e.g.,businessextension,salessupporting,customerrelationshipmanagement,andonlinesales.Inthestrategicprogramming,theproductandservicesuppliedbythee-commercebusinessofinsurancecompanyAincludesinsuranceproductsandapplicationsystemandservice.Inthechannelstrategy,theemphasisistoworkouttheinsuranceproductssoldbye-commerce,supporttheagentchannelusingthee-commercesystem,andintegratethevariousinteractionchannelsundertheorientationofcustomer-centric.Inthepricestrategy,theemphasisistoadoptdifferentpricingstrategyaccordingtodifferentproduct,service,andtargetcustomers,andseekcooperativechancethroughalliancestrategytoextendthemarkettoallurenewcustomer.Asoutcomeofnewtechnology,therealizationofe-commercecannotdowithoutIT.ThekeyoftheallianceofITstrategyande-commercestrategyistolookontheplanandtheimplementationasaintegratedbusinessprocess,andestablishabalancedcombinationoftechnologyandabilitytocreatevalueforthecompany.KEYWORDS:e-commerce,enterprisestrategy,strategyplanning,informationtechnologyEMBAA2005325EMBAAEMBAA1602060607080902090(1)(2)(3)(4)(5)BtoB4EMBAA260EMBAAAAInternetA199120010448452003EMBAA3602090•••1997395313719968200077.51997(china-insurance.com)1128200039(www.orisk.net)2000515EMBAA46081PA18922(www.taikang.com)CADirectLineEMBAA560AXA98%CIGNAAXAMerrillLynchBobMendelsohnRoyal&SunAl