我国保险机构的互联网保险业务营销模式分析摘要：互联网电子商务的快速成长带动了我国互联网保险业务的发展，其营销模式呈现多元化的趋势正是互联网保险飞速发展的必然结果。当前我国互联网保险营销模式可分为三类，包括线下+线上官方网站营销、线下+线上第三方平台营销和互联网保险公司纯线上营销模式。本文主要对我国保险机构现有的互联网保险营销模式发展状况进行分析，针对这些模式存在的问题提出以下建议：一是健全和完善我国互联网保险监管体制：二是提高网络交易的安全性：三是加大互联网保险产品的创新力度：四是加强互联网保险营销服务体系的建设。关键词：互联网保险、营销模式、保险监管、保险产品创新Analysis on the Internet insurance marketing models ofinsurance institutions in ChinaAbstract:The development of China's Internet insurance depends on the rapid growth of Internete-commerce,and it's diversified marketing models is the inevitable result of the rapid development ofInternet insurance.China's Internet insurance marketing models can be divided into three types,including offline +online official website marketing mode,offline +online third-party platformmarketing mode,and Internet insurance company online marketing mode.This article mainly analyzesthe development status of the existing Internet insurance marketing models of insurance institutions inChina,and puts forward the following recommendations to solve the problems of these models:firstly,to improve and perfect China's Internet insurance regulatory system;secondly,to improve the securityof network transactions;thirdly,to strengthen the innovation of Internet insurance products;fourthly,tostrengthen the construction of Internet insurance marketing service system.Keywords:Internet insurance,marketing systems,insurance regulation,insurance product innovation目录1.1研究背景和意义.11.1.2研究意义…21.2.1国内文献综述21.2.2国外文献综述1.3研究内容与方法…1.3.1研究内容第2章互联网保险营销概述.…62.1.1互联网保险的定义…62.1.2互联网保险的优势....62.2互联网保险业务营销的内涵.…72.2.1互联网保险营销的界定..·2.2.2互联网保险营销的特点.7第3章我国互联网保险营销模式的分析.83.1我国互联网保险营销模式现状.…83.1.1线下+线上宫方网站营销模式·3.1.2线下+线上第三方平台营销模式....93.1.3互联网保险公司纯线上营销模式.·93.2.1互联网保险市场监管体制不完善.·103.2.2网络交易环境存在安全隐患.。103.2.3互联网保险营销服务水平有待提高…113.2.4互联网保险产品设计能力不足.....11第4章促进我国互联网保险营销模式发展的建议124.1健全和完善我国互联网保险监管体制..12124.3加强互联网保险营销服务体系的建设.。1213参考文献…1517