随着“知识经济”时代的到来，互联网迅速覆盖全球，电子商务迅猛发展，对我国的经济和社会产生了巨大影响。目前，我国的电子商务和保险业都还处于刚刚起步阶段，如何在我国的保险业中发展网络保险已成为目前学术及实践部门探讨的热点问题，也关系到我国保险业的健康、快速发展。因此本文首先通过对网络保险业的现状分析，阐述中国网络保险的不足之处，接着从网络保险业的主要商业模式引出德国安联网络保险业的成功营销模式，本文主要是对德国安联保险集团的成功案例的研究，探讨网络保险成功的经营模式。综上所述，中国要发展网络保险业，就要借鉴国外成功经验，结合我国国情，开创一条适合中国国情的网络发展道路。
【关键词】电子商务网络保险业经营模式
Abstract
Withthecomingoftheageof“economicknowledge”,Internetcoversthewholeworldrapidly.TherapiddevelopmentofE-commerceinfluencestheeconomyandsocietyofourcountrygreatly.Atpresent,E-commerceandinsurancebusinessinChinaarestillintheirinitialstages.HowtodevelopInternetinsuranceinourcountry’sinsuranceindustryhasbecomethecentralissueofacademicandpracticalfields,andinfluencesthehealthydevelopmentofourcountry’sinsuranceindustry.ThepaperanalyzesthestatusofthenetworkinsuranceindustryandexpoundstheshortcomingsofChina'sInternetinsurance,andthenintroducesthesuccessfulmarketingmodelofGermanAllian’sInternetinsurancefrommajorbusinessmodelsofInternetinsurance.ThispaperexploresthesuccessfulbusinessmodelofInternetinsurance,basedonthestudyofthesuccessfulcasestudiesoftheGermanySecurityAllianceInsuranceGroup.Fromtheabove-mentioned,ChinashoulddevelopitsownwaytopromoteInternetinsurancesuitabletoChina’ssituationbasedonthesuccessfulexperienceabroadandthecurrentsituationinChina.
【KeyWords】E-business;InternetInsurance;Businessmodel