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网络营销相对于传统营销方式而言，在许多方面存在明显优势。网络营销应用于保险业，对推进保险企业服务创新、提升经营水平具有积极意义，但同时也对传统营销方式和保险销售经纪人造成了不小的冲击。网络营销的基本模式有三种，他们是保险公司网站直接营销模式，保险公司与其它网站合作的电子商务模式，和第三方保险电子商务网站模式。
执行摘要
网络营销相对于传统营销方式而言，在许多方面存在明显优势。网络营销应用于保险业，对推进保险企业服务创新、提升经营水平具有积极意义，但同时也对传统营销方式和保险销售经纪人造成了不小的冲击。网络营销的基本模式有三种，他们是保险公司网站直接营销模式，保险公司与其它网站合作的电子商务模式，和第三方保险电子商务网站模式。但网络营销并不可能完全代替传统营销，而且其发展也会面临诸多制约因素。这就需要保险企业理性看待网络营销与传统营销的关系，充分发挥网络营销的优势并避其劣势，对网络营销与传统营销进行有效的整合。
引言
互联网的发展带来丰富的网络资源，也为保险公司增加业务量，提升品牌价值提供了新的渠道。加大开发利用网络资源，实现经营的各个环节向电子商务的转型是保险公司未来的发展方向。
保险业电子商务作为一种全新的经营方式和商业模式，其中所蕴含的商机已被越来越多的保险公司所意识到，各保险公司已经展开了激烈的竞争，其突出表现是电子商务模式的不断创新，网上保险超市、网上金融超市、网上风险市场等从客户角度出发的新兴电子商务模式应运而生。各保险公司的网络营销除了利用自身网站以外，将越来越关注或利用由专业技术服务公司搭建的各类综合性电子商务平台，相应的，IT外包服费将成为保险公司网络营销的重要支出。网络营销应用于保险业，能够提高保险销售业务的运作效率，改善客户服务的能力和水平，提高保险企业的经济效益，进而提高企业的市场适应能力和竞争实力。但保险网络营销在表现出发展潜力的同时，也给保险业传统的营销方式带来了冲击。
Action abstract
The network marketing have many advantages compared with the traditional marketing. It pushes the services innovation and update the management when used in the Insurance business line, however, it also have a great impact on the traditional marketing and the insurance sales brokers. The basic ways of network marketing including "Direct marketing from the Insurance companies" " Insurance companies corporate with other website" " The third party Insurance network marketing". Since the networking marketing can not substitute the traditional marketing and also face many resistances, the Insurance companies should handle it reasonable to combine the networking marketing with the traditional one and play up the strengthens and avoid the unfavorable ones.
Introduction
The development of the network brings lot of resources and at the same time, enhance volumes of business, provide new channels to update the brand value. Furthermore promote the network resources and realize the transformation from the traditional marketing to the network is the guidance of the Insurance Company's future development.
The network marketing as a new model of business operation of the Insurance Business Line, has lot of business opportunities, which were realized by more and more Insurance companies and they have a fierce competition especially in the e-business way innovation, on-line insurance shopping, on-line financial mall, on-line venture marketing etc deviating from the customers concern. Except their own website, they more and more focus on the comprehensive e-business network created by the professional technical services companies and accordingly, the IT outsourcing becomes the main expenditures for them. When the network marketing used in the Insurance business, it will update the operation efficiency, improve the customer service ability, benefit the company economy, and furthermore enhance the companies marketing adjustment and competitive ability. On the other hand, the network's potential development also has a great impact on the traditional marketing ways.
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