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中保协调研报告:高学历、已婚群体更爱买保险
2017-09-21 07:32:14 中国经济网
建议:产品标准化、体系化
《报告》对互联网保险的发展提出了诸多建议。例如,其指出,产品体系应立体化,满足多重社会角色下个体的多重需求,使用户在满足某一项保险需求的同时,接触到一系列与其自身需求相符合的产品体系,以点带面,进而可以激发更多购买 。
还有很重要的一点,即应选择标准化程度高、适用范围广的产品,与互联网的传播方式匹配,适宜大规模推广,也可以为推广标准化程度低、针对性高的产品做铺垫。同时,产品应简洁、清晰,畅通理赔渠道,消除用户购买保险的障碍,同时扩大购险人群范围,将受教育水平较低的人群也纳入,从而得到较高的边际效应。
《报告》还指出,要利用互联网相关技术和数据搭建增值服务。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。大数据的应用还可以助力保险精算和准确用户推介,使其为低收入人群提供更多保险选择。
此外,人工智能和精准营销也被放在重要位置。人工智能的应用不仅可以减少简单人力成本的投入,还能提高理赔环节的服务体验,同时,大数据的精确用户画像,有利于精准对接高收入人群的需求,并唤醒低收入人群进行保险配置的需求。
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