世纪行旅游险网上销售及消费者行为的研究

上海交通大学硕士学位论文世纪行旅游险网上销售及消费者行为的研究姓名：杨淑香申请学位级别：硕士专业：工商管理（MBA）指导教师：李乃和200401114.THERESEARCHOFTHECENTURYTRAVELINSURANCEPRODUCTSALEANDTHERELATINGCONSUMINGBEHAVIOROFCUSTOMERABSTRACTThearticledescribesthestatusofthesaleofthetravelinsuranceproductonlineatfirst.Itfocusesonanalyzingthecharacterofthetravelinsuranceproductsaleandcustomerbehaviorincyberandcarriesonarelatingmatchingresearch.Moreover,itsuggestsanewtravelinsurancesalemodelinE-BizanddesignsamatchingE-Bizprocesstoexploreapropersalemodelincyber.Therearefourpartsinthearticle:1.ThestatusofthetravelinsurancemarketTroughtheanalysisofthedomestictravelinsurancemarket,itdepictsdomesticconsumershavealittleknowledgeoftravelinsuranceandthetravelinsurancemarketisdevelopedinaslowerspeed.Butthepotentialofthetravelinsurancemarketishuge.Theconsumershavemoreandmoreinsurancesense,therefore,insurancecompaniesshouldimprovetheirtravelinsuranceproductsandservicestoprovidebetterservicestotheirconsumers.Intheanalysisofthesupplyoftravelinsuranceproductandservicestatus,theproductsinthecurrentmarketaretoosimpleandtherearemanysubstitutesandtheirinsuringcoverageisoverlappedwiththatofotherinsuranceproducts.Traditionally,agenciessuchastravelagencyandbankselltheseproducts.Meanwhile,throughthefeaturesofthetravelinsuranceproduct,theneedsofwebsitesurvive,currentsalesituationandsaleprocessoftravelinsuranceproductincyber,thearticledescribesthestatusofthesaleoftravelinsuranceproducts.2.Throughdataminingtoanalyzethecustomerbehaviorofthecenturytravelinsuranceproductbasedontheexamplebusinessdataofthedirectsalesoftheproductincyber,itisfoundthatconsumersincyberwouldliketomakeabuydecisionforthecenturytravelinsuranceproductintheirworkingtime,especiallyinmorning.Itisconcentratedinthebeginningandendofayearandforbuyerhimself.Thecoverageisbig.Butitisfewformakingapaymentonline.Theservicequalityofinsurancecompaniesandonlineresponsespeedareacceptablebutthebackendprocessistoolong.Thesituationofnetworkisnotgood.3.Throughdataminingtoanalyzetheconsumerbehaviorofthecenturytravelinsuranceproductbyusingtheexampleoftheonlineconsultingandclaimtotheproduct,itisfoundonlineconsumersconcerncenturytravelinsuranceproductinahighlevel.Theydon'tsatisfyaccidentinsuranceproductlikecenturytravelinsuranceproductandtherelatingservice.Thedissatisfactionmostlycanbesolvedthroughnetwork.Consumerscanlogonthewebsitesofinsurancecompaniestocheckinsuranceinformationandlearnthebusinessprocessofinsurancecompanies.Inchecking,peoplemostwantaboutthecenturytravelinsuranceproductisitscontent.Intheoperationofnewinsurancebusiness,consumerswouldliketobuypolicybutdon’tknowmuchabouttheprocess.Peoplecomplainsomuchaboutthattheinformationtobuyapolicycannotbeconfirmedandcannotgetpolicyintime.Asfaraspayment,consumer’scomplainmostlyconcentratesontheonlinepaymentisnotsmoothandthoroughly.Complainarefewregardingupdatinginformationofpolicyandclaim.Itisnothotspotfortheconsumersofaccidentinsuranceproductlikecenturytravelinsurance.4.Aftertheresearchandthecomparisontotheonlinesaleofcenturytravelinsuranceandcustomerbehavior,itdepictstheprobabilityfortravelinsuranceproducts,suchascenturyinsuranceproducttobemajorbrandinE-Bizofinsurancewebsitesand,inordertohavecenturytravelinsuranceproductbearealmajorproductininsurancecompanies’websites,itisnecessarytoreforminsuranceproducts,websites’construction,businessprocess,promotionplan,technicalsupport,etc.FinallythearticletakestheoutlookofinsuranceE-Bizfromtheaspectsofproductsandsalesmodel.KEYWORDS:travelinsurancepolicy,marketingonline,contentanalysis,dataanalysis1上海交通大学学位论文原创性声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。学位论文作者签名：杨淑香日期：2004年1月2日1nnnnMBA1111111112200287782,MBA212%387810.1%979110%134419.7%84478.6%11%20414.6%166036.8%100644.9%60.6%8778210087,782,000,00011350412121MBA3122MBA4123MBA5MBA6/eMBA7221211MBA8MBA9FIGURE2-1thepresentingbehaviorofbuyinginsurancein24hours212MBA10FIGURE2-2thepresentingbehaviorofbuyinginsurancefromSeptemberof2002toJuneof2003MBA11213214MBA12215216MBA1321722221MBA14222MBA15223MBA16MBA173200292003631323334MBA18nnMBA19nnn35351352MBA20353354MBA21MBA22MBA23nnnnnnMBA24FIGURE3-1thepresentingproblemofconsultandclaimrecordsaboutnormalinsuranceproductsnnnFIGURE3-2thepresentingproblemofconsultandclaimrecordsabouttouristinsuranceproductsnnnnMBA25n355MBA26441411=1+*+MBA2741210A10000B200005000024413MBA286284,5880622,916100089000079563,65040,650815382,87441,650414MBA2942421MBA30FIGURE1customer-orientedvaluechainMBA31FIGURE2FourCustomizationWaysMBA324221nnMBA33n2423MBA34123MBA35424MBA36FIGURE4-3BusinessProcessFIGURE4-4RestructureofBusinessProcess1MBA37FIGURE4-5ThePiegraphλλλλMBA3823λMBA39λFAQFAQλ44252MBA403426MBA4143431432MBA4143431432MBA42[1]2000272-295[2]2000391-406[3]20004-20[4]2000209-239[5]M200114-16378-407[6]2001185-220[7][8]CharlotteM.Echtner,ThecontentofThirdWorldtourismmarketing:a4Aapproach,TheInternationalJournalofTourismResearch,4,413-434(2002)MBA43MBA44MBA4520031118MBA46世纪行旅游险网上销售及消费者行为的研究作者：杨淑香学位授予单位：上海交通大学