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哪些人喜欢在网上购买财产保险? 中保协联合艾瑞咨询发布《2017互联网财产险用户调研报告》

2017-09-19 16:20:03   中国经济网

2.与互联网化趋势相对应

产品的发展并不单单意味着产品销售由线下转移至线上,还意味着保险产品的设计需要更加符合对应行业互联网化的新特点,从而满足用户在互联网环境下的新特点、新需求。

3.增值服务的搭建

互联网相关技术、数据能力可以助力增值服务的扩展。对原有因保单额低增值业务较少的险种而言,可以为用户提供低成本、高效用的增值服务。

4.拓展低收入人群险种

大数据的应用可以助力保险精算和准确用户推介,降低保险公司成本。使其为低收入人群提供更多保险选择。

5.理赔环节的设计

理赔要求的严谨性使提升理赔环节的服务体验需要投入较高的人力成本。人工智能的应用可以减少简单人力成本的投入。

(二)注重群体差异,结合互联网时代特点及自身优势。

1.把握互联网经济特征

互联网经济颠覆了传统金融业的“二八定律”,从业者可以用更低廉的成本触及更广阔的用户群体,进行长尾效应的实践。

2.粉丝效应

保险优点在于某产品的目标用户存在于其现有用户的社交圈中如果可以使现有用户增加产品的分享,带来的粉丝效应会十分可观、

3.选择标准化程度高、适用范围广的产品

一方面,这种产品更加适宜大规模推广,与互联网的传播方式相匹配。另一方面,这种大规模标准化产品的营销,实际上具有规模性的投资者教育功能,为日后推广标准化程度低、针对性高的产品做铺垫。

4.金融平台用户转化

已经具备巨大用户流量的平台,可以在自身的产品体系中加入保险模块,带动产品销售。

5.大数据助力营销

利用大数据的精确用户画像来保证高收入人群的需求精准对接,把握每一次可能唤起低收入人群进行保险资产配置的机会。

6.简洁传达产品信息

由于限制非保险用户购买保险最大的障碍因素是条款过于复杂,保险用户最看重的是理赔渠道是否畅通,所以在传播产品相关内容的时候应优先简洁传达理赔条款的相关描述。同时,在不同的险种中,可以优先简化目标用户群体是受教育水平较低人群的险种,从而得到最高的边际效应。

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