论文总字数：20528字

摘 要

2020年初，一场突如其来的新冠肺炎疫情，给各行各业都造成了无法计量的损失，传统的保险营销也完全无法进行，而这恰恰推动了保险公司的数字化进程。保险公司如何运用数字经济，将其转化为自身发展的动力，成为了我国保险公司都将面临的挑战。值得一提的是，我国人民的保险意识与之前相比已大幅提高，我国保险行业的规模与数年前相比也已经飞速发展。

本文从当前我国保险公司的现状和数字化保险业转型发展现状出发,分析了几家大型数字化保险公司的现状和数字化保险转型发展战略，提出了当前我国数字化保险公司现在发展中面临的几个关键问题,分别为:中小企业的缺乏数字化竞争力、营销管理模式不匹配、数字化营销人才的缺乏、数字化营销形式单一、数字化保险生态建设能力不足。分析了数字化转型带来的机遇与挑战。然后就我国保险公司数字化转型经济效应提高的路径进行分析，包括数字化渠道促使传统保险营销模式改变、促使企业加快人才培养步伐、推动保险行业核心业务变革、加快保险新生态的构建、能够提高企业竞争力。最后，本文就市场竞争对这些关键问题的分析提出了一些具体的对策和建议。首先,企业自身应该根据需要进一步提升和挖掘数字化客户的价值和数字化服务于客户的意识和能力,其次打造全行业渠道一致的数字化用户服务体验,优化了运营的流程,促使主动保险理赔向主动风险防范的转变,最终实现企业打造一个数字化的保险新生态经济新信息技术的发展前景。保险公司的数字化转型是一个紧迫、长期并且复杂的过程，只有充分把握数字化转型带来的机遇，防范风险，对公司进行重塑，才能在这个数字化经济时代脱颖而出。

关键词：保险公司 数字化转型 数字化生态

Digital transformation and economic benefit analysis of insurance companies in China

Abstract

A novel coronavirus pneumonia outbreak in early 2020 caused unmeasurable losses to all trades and professions, and traditional insurance marketing was completely unsuccessful, which promoted the digitalization of insurance companies. How to use the digital economy and turn it into the power of their own development has become a challenge for insurance companies in China. It is worth mentioning that the insurance awareness of the people in our country has been greatly improved compared with that before, and the scale of the insurance industry in our country has also developed rapidly compared with that several years ago.

Based on the current situation of China's insurance companies and the transformation and development of digital insurance industry, this paper analyzes the current situation of several large-scale digital insurance companies and the transformation and development strategy of digital insurance, and puts forward several key issues in the current development of China's digital insurance companies, They are: lack of digital competitiveness of small and medium-sized enterprises, mismatching of marketing management mode, lack of digital marketing talents, single form of digital marketing, lack of digital insurance ecological construction capacity. This paper analyzes the opportunities and challenges brought by digital transformation. Then it analyzes the ways to improve the economic effect of digital transformation of insurance companies in China, including digital channels to promote the change of traditional insurance marketing mode, to accelerate the pace of personnel training, to promote the reform of core business in the insurance industry, to accelerate the construction of new insurance ecology, to improve the competitiveness of enterprises. Finally, this paper puts forward some specific countermeasures and suggestions on the analysis of these key problems in the market competition. First of all, the enterprise itself should further enhance and tap the value of digital customers and the awareness and ability of digital services to customers according to needs. Second, it should create a consistent digital user service experience across the industry, optimize the operation process, and promote the transformation from active insurance claims settlement to active risk prevention, Finally, the enterprise will build a digital insurance new ecological economy new information technology development prospect. The digital transformation of insurance companies is an urgent, long-term and complex process. Only by fully grasping the opportunities brought by the digital transformation, preventing risks and reshaping the company, can insurance companies stand out in this digital economy era.

Key words: insurance enterprise, digital transformation, marketing mode transformation.

目 录

摘 要 I

Abstract II

第一章 绪论 1

1.1、研究背景 1

1.2、研究意义 1

1.3、研究方法与思路 2

第二章 文献综述 4

2.1、保险公司数字化战略转型的动因 4

2.2、保险公司数字化转型的内涵与特征 5

2.3、保险公司数字化转型的经济效益分析 6

2.4、小结 6

第三章 我国保险公司数字化转型现状与问题 7

3.1、各大保险公司数字化转型情况分析 7

3.2、当前我国保险公司数字化转型面临的问题 10

3.3、数字化转型带来的机遇与挑战 11

第四章 保险公司数字化转型经济效应提高的路径分析 13

4.1、数字化渠道促使传统保险营销模式改变 13

4.2、促使企业加快人才培养步伐 13

4.3、推动保险行业核心业务变革 14

4.4、加快保险新生态的构建 14

4.5、小结 15

第五章 保险公司数字化转型的对策建议 16

5.1、提升挖掘客户价值和服务客户的能力 16

5.2、打造全渠道一致的客户体验 16

5.3、运营流程的优化 16

5.4、从主动理赔向主动防范的转变 17

5.5、打造数字化保险新经济新技术前景 17

第六章 结论与展望 18

6.1、结论 18

6.2、展望 18

参考文献 19

致 谢 21

第一章 绪论

1.1、研究背景

中国太平洋保险公司在2015年时就正式提出了“打造数字太保”和数字化产业转型和发展战略；中国人寿保险公司在2018年召开了关于推进数字化保险体系建设的相关工作领导会议；中国太平洋人寿的董事长也提出了要尽快全面实施“数字化转型”的战略；中国人民保险公司也在同一时间正式宣布了中国人民保险公司的数字化转型正式开始启动。

数字保险经济信息时代的正式到来为各行各业都带来了新的发展机遇，数字化保险行业转型的发展趋势已经逐渐成为了主流。由于传统的保险产品和服务提供方式已经逐渐变得无法完全跟上新的时代新客户发展需求的速度和步伐，因此目前中国各个保险公司都在努力谋求通过数字化保险行业转型的方式来适应和紧跟新时代经济和社会发展的需求和趋势。

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