An Internet Experiment on Insurance Selling and the Innovation of Insurance Business Model

旅行社和股票经纪人正在迅速改变他们在日本的分销渠道。很明显，互联网的普及是导致这种根本性变化的最重要原因。为什么保险销售渠道的变化比这样一个业务要温和？一个可能的答案是，我们未能在互联网社会中建立更好的保险商业模式。另一个答案是，互联网商业模式可能会被保险法规和商业文化所窒息。哪个解释更好？本文试图对保险销售进行网络实验，以了解网络销售在保险业中不受欢迎的原因。由于这是一种特殊的受管制产品，所以实验的完成对我们来说非常困难。毕竟，我们在部分改变我们的销售系统的情况下得到了一家保险公司的批准。我们的第一个系统是c++，它处理从收集到完成保险单的所有过程， 关于我们 挂入系统，涵盖了从收款到查询保险代理人的活动。不幸的是，这一变化是限制潜在客户访问数量的最重要因素之一。但在实验过程中，我们对保险产品网络销售的难点有了认识，并建立了网络销售的学习基础。就目前而言，我们得到以下结论：第一，如果一家公司同时在代理渠道和互联网渠道销售保险，后者无法发挥成本结构上的优势。其次，保险产品的复杂性阻碍了网络销售的发展。虽然这是许多研究人员所说的一点，但我们更认真地理解它。然而，我们有任何不太复杂的产品的可能性，例如，我们在我们的系统上销售的针对女性的廉价医疗保险。最终保险产品是信息的捆绑，所以它可能会适应比特的世界。我们应该把比特世界中的保险过程中的每一个活动与原子世界中的保险过程区分开来。如果能够通过数字化处理，建立从收集到保单结束的完整商业模式，就有可能改变保险分销渠道的成本结构。少

Travel agencies and stockbrokers are rapidly changed their distribution channel in Japan. It is clear for us that internet popularization is the most important cause on such a radical change. Why insurance selling channel does change milder than such a business? A possible answer is that we fail to build the better insurance business model in the internet society. Another answer is that internet business model may be suffocated by insurance regulations and business culture. Which is the better explanation?We tried to make an internet experiment on insurance selling, in order to know the reason why the internet selling was not so popular in insurance business. The fulfillment of the experiment was very difficult for us because it is the special product under regulation. After all we met with an insurance company's approval under the condition of partly changing our selling system. Our first system, which is treated all process from collecting to the completion of insurance policy, was c … More hanged into the system which covered the activities from collecting to inquiry to insurance agents. The change is unfortunately one of the most important factors which limited the number of access from prospective customers. But in the process of this experiment, we get the knowledge on the difficulties of the internet selling of insurance products, and build the learning base on internet selling. For the present, we get the conclusions as follows ;First, if a company sells insurance in both agency channel and internet channel, the latter cannot exercise the advantage on cost structure. Second, the complexity of insurance products retards the development of internet selling. Although this is a point many researchers stated, we understand it more seriously. However, we have any possibilities on the less complex products, for example, the cheap medical insurance directed for women which we sold on our system. Eventually Insurance product is the bundle of information, so it might adjust to the world of bit. We should tell each activity among insurance process in the world of bit from it in the world of atom. If we could build the complete business model from collecting to the end of insurance policy by digitally processing, it was possible to change the cost structure of insurance distribution channel. Less