电子商务环境下小额意外险推广模式存在的问题与对策研究

Research on the Issues and Countermeasures of Promotion Model of Small Accidental Insurance in E-Commerce Environment

摘要: 随着电子商务的蓬勃发展，保险行业也迎来了线上化转型的新机遇，小额意外险凭借其低门槛、高性价比的特点，成为电商场景下的热门保险产品。本文以电子商务环境下小额意外险的推广模式为研究对象，首先阐述了该研究的背景与意义，分析了当前小额意外险在电商平台的推广现状，进而深入剖析了推广过程中存在的产品同质化严重、营销精准度不足、消费者信任缺失、平台合作机制不完善以及监管体系滞后等问题。针对这些问题，从产品创新、精准营销、信任体系构建、合作机制优化以及监管强化五个维度提出了相应的解决对策，旨在为小额意外险在电子商务环境下的高效推广提供理论参考与实践指导，推动保险行业与电子商务的深度融合发展。

Abstract: With the rapid development of e-commerce, the insurance industry has also embraced new opportunities for digital transformation. Small accidental insurance, characterized by low entry barriers and high cost-effectiveness, has become a popular insurance product in e-commerce scenarios. This paper focuses on the promotion models of small accidental insurance in the e-commerce environment. It begins by outlining the background and significance of the study, analyzes the current state of small accidental insurance promotion on e-commerce platforms, and then delves into the challenges encountered during the promotion process, including severe product homogeneity, insufficient marketing precision, lack of consumer trust, incomplete platform collaboration mechanisms, and lagging regulatory frameworks. To address these issues, corresponding solutions are proposed from five dimensions: product innovation, precision marketing, trust system construction, collaboration mechanism optimization, and regulatory enhancement. The aim is to provide theoretical references and practical guidance for the efficient promotion of small accidental insurance in the e-commerce environment, fostering deeper integration between the insurance industry and e-commerce.