大陸保險電子商務之發展與研究

隨著資訊技術和計算機技術的蓬勃發展，網路世界漸漸在一般人生活當中扮演重要的角色，包括人與人之間的交流、網上購物、訊息知識之取得等等，另一方面，企業也運用了網路的便利性、快捷性，從事大量商業活動；在二十一世紀的當今，網路正悄然地、迅速地走進人們的生活，成為人們生活不可或缺的必需品。保險電子商務因此應運而生，電子商務為一種新的商業模式，客戶與廠商互動模式及交易方式有著顯著的改變，企業為了創造自身價值及增加競爭優勢，無不努力投入發展電子商務。本專題主要是研究中國大陸保險業電子商務的過去、現況、發展。相較世界各國，大陸保險業雖起步較晚，但是其發展速度、複製及接受創新能力卻非常強大，面對近年大陸網路的普及、保險業的應變能力及政府支持與接受改變的開放態度，都是促使大陸保險電子商務蓬勃發展的主要原因。研究內容包含政府政策監理、科技技術與市場發展三面向進行分析，在此基礎上，整理相關歷史文獻及專文報導，透過業界調研，瞭解保險公司實際經營電子商務狀況，最後歸納結論並提出建議，為未來保險電子商務平臺的建設提供參考。研究分四大部分逐步探討，首先為保險電子商務概述；其次為大陸保險電子商興起背景、類型及功能；再者為，大陸保險電子商務經營發展現況與問題；最後，針對現況需求與問題做出大陸電子商務結論與建議。

關鍵字

保險電子商務；大陸保險業

並列摘要

In line with the flourishing development of information technology and computer technology, the online world is gradually playing an ever more important role in the lives of ordinary people. This includes interpersonal exchanges, online shopping; information obtained online, and so on. In addition, enterprises also use the speed and convenience of networks to engage in a large number of commercial activities. In the twenty-first century, the Internet is making swift and quiet inroads into peoples' lives and making itself into an indispensable necessity. As a result, the insurance electronic commerce thus came into being, with electronic commerce constituting a new type of business model. Customer and vendor interaction patterns and transactions have significantly changed, and without exception enterprises are all putting efforts into developing electronic commerce in order to create value and increase their competitive advantage. The main topic of this study is to research the past history, current situation and future development of electronic commerce in China’s Insurance Industry. Although the China’s insurance industry got a late start in comparison with other countries, it exhibits a very powerful pace of development as well as ability to mimic and accept innovation. Electronic commerce has flourished in China’s Insurance Industry on the back of several factors, including popularity of the Internet in recent years, theresilience of the insurance industry, and an open attitude on the part of government authorities in regard to supporting and accepting change. This study encompasses three dimensions for analysis, namely government policy supervision, science and technology, and market development. On this basis, we compile relevant historical documentation and monograph reports, and through industry research we come to understand the actual conditions of insurance companies that are engaged in electronic commerce. Finally, we summarize with conclusions and recommendations to serve as a reference for electronic commerce platforms in the future. This study is generally divided into a progressive discussion over four sections. First, we give an overview of insurance electronic commerce. This is followed by an examination of the background, types and features marking the rise of insurance electronic commerce in China. In addition, we review the current situation and business development issues for China‘s insurance electronic commerce. Finally, we address the current needs and challenges of China‘s insurance electronic commerce in formulating conclusions and recommendations.