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《Journal of Fisheries Research》 2018-03
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Exploration on marketing mode of Fujian Fishery Mutual Insurance Association in the Internet Era

HE Xinmei;WANG Yousheng;Fujian Chuanzheng Communications College;Fujian Fishery Mutual Insurance Association;  
In recent years,with the rapid development of Internet insurance marketing,the scale of premium income was increasing. Through a comparative study of the development of China' s network insurance,we found that the scale of insurance premiums in the Internet insurance industry in China increased rapidly. From2012 to 2016,the year income of Internet insurance premiums in China had rapidly increased from 10 billion624 million Yuan to 234 billion 797 million Yuan,with an increase of 2 210%,while the Internet insurance premium accounts for a large proportion of the total insurance premiums in our country: from 0. 69% to7. 57%. Internet insurance marketing is becoming more and more important in the future marketing. The paper introduced the current development of Internet insurance in China,and analyzed the existing two modes of Internet insurance in China: the traditional Internet insurance marketing model and the mobile Internet insurance marketing model. Through the analysis of Fujian Fishery Mutual Insurance Association in the network insurance marketing lack of attention to Internet insurance marketing awareness,network insurance single insurance,product types,fishermen' s members' independent participation in Internet insurance awareness is not strong,with the lack of network insurance marketing professionals,lack of information security protection and other problems. It is suggested that Fujian Fisheries Mutual Insurance Association should fully learn from the development experience of Internet insurance marketing mode in China,improve its service continuously,and gradually develop the self-help order and claim system of We Chat,AAP or web page,optimize and improve the network platform technology to realize the convenience and timeliness of Internet insurance; through the media,television,newspapers,magazines,We Chat,self built official website and other promotional activities and other ways to increase publicity related knowledge of Internet insurance. Through a variety of means,including large data,cloud technology and other means to master the different needs of the existing four major categories of insurance,be good at discovering the actual needs of members,with the needs of members as the core and guidance,in accordance with the needs of members,to adjust the existing four categories of insurance products in time,and to develop and improve the existing four major types of insurance.Through the establishment of a unique training system and target,through systematic training,the ability of Internet insurance marketing,Internet business expansion and Internet data mining will be promoted to provide fresh blood for the development of Internet marketing in the future,and through the study and management of Internet security. The advanced technology of full management,the continuous improvement of the information security guarantee mechanism, and the gradual formation of effective regulatory mechanism,should actively respond to the change and impact of the Internet insurance marketing model,constantly meet the increasing demand for Internet insurance of the fishermen ' s members, and promote the steady and healthy development of the mutual insurance cause of the fishery industry in Fujian Province.
【CateGory Index】: F274;F724.6;F842
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