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1、摘要伴随着信息技术的迅猛发展，互联网的出现为中国保险业的发展带来了变革性的影响。2015年上半年互联网保费收入高达816亿元，逼近2014年全年互联网保费收入，在短短的几年之内，我国互联网保险实现了跨越式的发展。互联网在为保险业创造了新的机遇的同时也带来了变革性的发展。互联网的出现不仅拓宽了保险行业发展空间，优化了销售模式提升了服务水平，同时也提高了保险公司的风险定价能力和管理水平。本文在分析我国互联网保险发展现状的基础上，详细介绍了目前我国保险公司在互联网业务经营中采用的几种具有代表性的商业模式，同时比较了目前市场上典型保险公司实行的互联网战略。通过运用SWOT分析方法从外部发展机会、
2、外部潜在威胁、内部竞争优势、内部竞争劣势四个方面对HX公司的互联网+保险业务进行分析研究，根据HX公司实行的战略目标、战略结构和竞争战略对HX公司的互联网保险业务的发展战略、实施路径、以及保障措施等提供建议，旨在帮助HX公司形成未来发展的核心竞争优势。关键词：互联网保险；发展战略；SWOT分析AbstractInrecentyears,InternetInsuranceinourcountryhasexperiencedthefast-growingperiod.Inthehalfyearof2015,theInternetinsurancepremiumincomehasamounte
3、dto86.1billion,andin2014theInternetinsurancepremiumincomeis85.89billion,nearlyrising195%comparedwiththepremiumof3.199billionin2011,andhasincreasedbynearly27timesinjustfouryears.InternetInsurancecreatesnewopportunitiesfortheinsuranceindustry,andhasbroughttherevolutionarydevelopmentforinsurancemark
4、et.Withthecontinuousreleasepolicydividend,interestrate,increaseofthepremiumincomeratereform,changespeedmodeinnovationandtechnology,theInternetinsurancewillbethenexttuyere,andwillopenabroaderspacefordevelopmentinthefuture.TheemergenceoftheInternetnotonlybroadentheinsuranceindustrydevelopmentspace,
5、optimizethesalesmodel,improvestheservicelevel,butalsoincreaseinsurancecompany’spricingabilityandmanagementlevel.ThispaperdescribesthepresentsituationofInternetinsuranceinourcountry,analyzesseveralkindsoftypicalbusinessmodelthattheinsurancecompanymainlyadoptsfordevelopinginternetinsurancebusiness,
6、andcomparestheadvancedtheInternetinsurancestrategyonthemarketatpresent.ByusingSWOTanalysismethod,thispaperanalyzetheInternetinsurancebusinessofHXCompanyfromfouraspects,thoseareexternalcompetitiveadvantage,externalcompetitivedisadvantage,theinternaldevelopmentopportunitiesandinternalpotentialthrea
7、ts.Accordingtothestrategictarget,strategicstructureandcompetitionstrategyofHXCompany’sInternetinsurancebusiness,thispaperprovidessomesuggestionsofdevelopmentstrategy,implementationofthepath,andsafeguardmeasurestohelpHX
