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1 32., 1.. ( ). CM (Cyber m arkecting), TM (Tele M arketin g), DM (DB Marketing) (Direct Markecting) ( ) 3 4%. (regional agency w riters) 40) 35.78%, (national agency w riters) 41) 34.10%, (captive agent direct w riters) 42) 35.16% (direct resp onses w riter) 43) 30.11%. 40) ( : Auto-owners group, Progressive group, State Auto Ins Companies ) 1998 M/ S 19.1%. : A.M Best, IIAA 41) (AIG Less 20th Century, Zurich US Group, Travelers P&C Cos, Chubb Group of Ins Cos, Amer Financial Group, Allianz of America ) 1998 M/ S 13.8%. 42) ( : State Farm Group, Allstate Ins Group, Farmers Ins Group, Metrop olitan Group, N ationalwide Group ) 1998 M/ S 59.0%. 43) ( : 20th Century Ins Group, Government Emp Group, USSA Group, Americ Mutu al Ins Co. ) 1998 M/ S 8.2%.

2 , 33. < 7> 2 1) 2 (1) (4) 4 (3) (4) 3 (4) 1 (3) 3 (4) 5 3 (4) DM 2) 4 4 (5) 4 4 (5) 5 4 : ( 1. (50% ) 2. (25-50%) 3. (10-25%) 4. (5-10%) 5. (5% ) ) 2. DM,,, TV : Mike Kwan, Telemarketing and life insurance, Munich Re Seminar, BAH (Booz-Allen Internet Survey) BAH,. BAH.. 44) 44) ( )

3 , (7%) (1%). < 8> ( %), (61%). TM,.,, ( ),,,,.

4 , 35 < 9> 1999 (< 8> )., / (41%), (36%). (9%), (9%), (5%),.. < 8> / 41% ( :Yahoo!, AOL) 36% 9% 9% 5% 100% : Conning & Co. and New World Marketing, Inc., Opening the W orld of Distribution in the 21st Cen tury,

5 36 Gom ez 45). Gom ez,,,,. < 9> (ease of use) (customer confidence) (on-site resource) (relationship service) Electric Insurance Company(8.52) Progressive Insurance(7.62) aigdirect.com(7.54) QuickenInsurance(7.37) QuickQuote(6.84) Intelloquote.com (7.37) AccuQuote(7.35) Liberty Mutual (7.31) Prudential Insurance (7.26) InsWeb(7.14) InsWeb (6.20) QuickenInsurance(5.57) State Farm Insurance (5.53) 4freequote.com (5.46) Prudential Insurance(4.93) InsWeb (7.34) QuickenInsurance(6.43) State Farm Insurance (5.64) Amica (5.19) Youdecide.com(5.02) InsWeb QuickenInsurance aigdirect.com State Farm Insurance, Electric Insurance Company : Gom ez, 1999 W inter, Pw C analysis 45) Pw C analysis

6 , 37, (ease of u se),,. (cu stom er confid ence),,. (on-site resource), (relationship service),, (loyalty). -,, (< 10> ). - (On e-stop Sh opp er),.,. (Bargain Hunter),. (First-Tim e Buyer),..

7 38 < 10> InsWeb(5.77) aigdirect.com(5.71) QuickenInsurance(5.48) (One- stop Shopper) State Farm Insurance (5.27) Electric Insurance Company(5.18) Quotesmith.com (5.89) QuickenInsurance(5.46) InsWeb(5.33) (Bargain Hunter) 4freequotes.com (5.31) aigdirect.com (5.01) Electric Insurance Company (5.53) InsWeb(5.46) aigdirect.com (5.43) (First-Time Buyer) QuickenInsurance (5.33) State Farm Insurance(4.94) : Gomez, 1999 W in ter, Pw C analysis., 39% 10%, ( ) 51% (< 10> ).. 64% %. 8%, % (< 11> ).,.

8 , 39 < 10> < 11>

9 40., (1999 ) 68%, TM 8%, 7%.,.,. < 12>,, 98% ( )., (,, )

10 , 41., (, ),,. 3. < 13> 2. :. (Ge ne ra Life) 1) 46) 46) Generalife. http :/ / ; Greggory A. Sharpe(General Life FLMI Senior

11 (virtu al insurance com p any),. (GenAm erica) 47),,. 48) (President and CEO) Mich ael Cinley. IT ( ). (General Am erican) , 6,500, ) Vice President) ; Cyber Insurance 2000(New York Helmsley Hotel Feb. 11, 1999) ; E-Insurance : Beyond On-line Quotations(London) ; InsureQuik ) GenAmerica (Mutual H olding Life Insurance Comp any) , 13, 4,512, 300 General Agent, MetLife. 48) (license). 49)

12 , 43 < 14> 2) ( ),. o? o Agent? o? o. o. o ( ). Ag e nt o 50?

13 44 o 8 6 o,. o,. o. o R OE o Agent 14 o M &A o o o,, wirehouse o o o,,,,, (Agent), (forms), (status) Data W arehou se

14 , 45 - Data W areh ou se - - < 15> 3) (backbon e). (safe & secure).,.,,.

15 46 50).,. 51) (,,,, ) TPAs( 3 ), ( ).. 52) (Target M arket). 50 (50 90),,.,, 10%. 60. (p rodu cts) (process) " InsureQuik 53) ". 50) GenAmerica Mutual Holding Life Insurance Company MetLife (strategic merge) MetLife, GenAmerica Corporate GenAmerica Financial Corp orate. 51) ) Michael E. Conley, "The First Virtu al Life Insurance Comp any", LIMRA' s Marketfacts, March/ April 1996, pp ) 5 15

16 , 47 InsureQu ik, (Telem arketer),. 1,, 3. Insu requik. < 11> - ( ) /, ( - (Classification) ), / $25,000, $50,000, $75,000, $100,000 - Credit Card - Pre-Authorized ( ) - $ Policy Fee - policy fee : GeneraLife, InsureQuik ,.

17 48. < 12> - General American Larger Case Underwriting $300,000-$1M - G.A.Sullivan Data Warehouse Internet Design New Business Underwriting - Cybertek POS Commissions Death Claims - Pictorial Appointments Licensing (Indianap olis, IN) Contracting - RGA Reinsurance - N avisys Annuity Administration Second to Die JSUL - Conning Asset Management RGA Genesis - Product Development M & R Jim Van Elsen Actuarial Strategies - Waco, TX APS.,,. 5 TPAs 54), TPAs. 54) PMSC/ Mind(Columbia, SC), Cybertek(Dallas), PMSI(Seattle), N avisys(st. Louis), MetLife(New York). : gmacsweeney@cmp.com

18 , 49 < 16>. (J o hn Hanc o c k) 55) 1) 1862 John H ancock Mu tu al Life Insurance( ) (A better, clearer financial future). (safe and secure). 115,258, 332,100, , 3,130, 1,270 55) John H ancock Marcia H ue Robinson, E-Business & Retail Partnership s( ).

19 50..,, ) , 5. IT Legacy System W eb (m id dle w are). (Annuity), (lon g Term Care Insurance), (Survivorship, second- to-die Life In su rance), (Term Life Insu rance), (Universal Insurance), (Variable Life Insu rance), (Whole Life Insu rance). 56)., 56).

20 , 51 ( ),. (Basic Protection Silh ou ette). (Self-Assessm ent Worksheet).,. 5. ( ) 20%.. 3),,.,..,,

21 52., Qu otesm ith, Quicken, In sw eb (Aggregator). 57)., ( ),,,..,,.. Priceline.com.,. B2B.,. 57) (Direct) Aggregator %.

22 , 53 (frequ ency) (im age), (full sale channel), back-office (digital processing), ( ).. (aggregator),. < 17> (Market Tre nds)

23 54 < 18> - (simple) - -,,, - (Complex Financial Life) - ( ) - (high value). (Pro g re s s iv e) 1) Progressive Insurance Group 1937 Progressive Mutu al Insurance Com p any H olding Com p any. Progressive Corp oration 58) Progressive Insurance Com p any 1965 Progressive Corp oration ( ) (non-stand ard m arket) 58) 1965 Progressive Corporation Progressive Casualty Insurance Company. usage-based auto insurance rating system( Autograph). bill. GPS celluar technology Progressive..

24 , < 13> Progrs s ive Ins urance Group (1998) ( : ) DPW ) 3, , , ) DPW : Direct Premium Written : AM BEST, "BEST'S IN SURANCE REPORTS : PROPERTY- CASUALTY UNITED STATES, 1999 EDITION, Vol II. p ), , A.M. Best Com p any.,,, Recreational Vehicle(RV),,, All Terrain Vehicle(ATV). 2), (TM), 60).. DB. 59),,, , p.11 60) 30, / www1.progrssive.com.

25 56,. 61), (,, ),.,. Allstate, State Farm. 62) < 19> 61) InsWeb, Quotesmith. 62) Gomez (2000 Internet Insurance Scorecards) (ease of use) 1. (http :/ / www 1.progressive.com/ media_relations/ gomez2.htm)

26 , %, $70.. < 14> (2000 1/4 ) ( : ) / / 4 1,554 1,640 6% Personal Line 1,451 1,517 5% ,246 1,192-4% Direct % Internet % : http :/ / www1.progressive.com/ investors/ 1qtr00.htm ( ) 3) (target m arket) (blu e-collar w orkers).,. (N on-stan dard auto) ,,, DB.,.,

27 58,,., ( ), (Im m ediate Resp on se Claim s Service).,. 50% ,500 (representatives). (Virtu al Office).,.,. 75% 24, 56% 7.., (nonstan dard)

28 , 59.. (Ins We b) 63) 1) ( ), 1998 (Redw ood City)., N ational Insurance, AIG, State Farm, CAN Insurance, Century Capital in Boston, Marsh & Mclennan, ( ).,. 63) (InsWeb) PwC InsWeb.

29 60 < 20> < 20> (147 ),, (49 ) 64). 2)...,, 64),, Renters,,.

30 , 61,.,.,.. < 2 1>

31 62 10%. < 15> ,000 3,000,000 10% 10% 50% 50% ( ) 10% 20% 10% 20% 1% 2% 1% 2% : Conning, pp )....,.,,.

32 , ,. ( ),,. LifeMinders.com, Healtheon, CarPoint, CarPrices.com, Cars.com, E-Loan, E*Trade, Yahoo!,...,

33 64..,,.. Sw iss Re 25% 56%., In sw eb Jap an K.K., M arsh & McLennan Com p anies, Inc.,. 3...,. 8:2, 2:8. 65) 65),,,,.

34 , 65.,,,,.., (save tim e).,.. (convenience), (secu rity), (easy processing).,,,.. 2 (Virtu alfinances.com ) InsureQuit,,.

35 66 O (GenA merica) O 18 (,,,, ), 5 TPA s. TPA s O : O ( / / ( )) O 60 (regional brokerage general agent), 6, (Virtual Company) - (VirtualFinances.com). Direct/ Internet. Qu otesm ith, Quicken, In sw eb,.

36 , 67 < 22> / < 23> (Direct/ Intern et Term Policies) 50%, /.

37 68 < 16> / Direct/ Internet 12% 35% 53% 56% 88% 65% 47% 44% : J. Hancock ( ). / % %. < 17> / Direct/ Internet 4% 16% 30% 30% 96% 84% 70% 70%.,. < 18> ( : ) Internet 326, , , , ,.

38 , 69 O W eb O Direct O Full Sale Channel( W ebsite online aggregator ). O O ,,.. (Progressive.com ). 66) 1995., (real-tim e online sales) (1997). 66) http :/ / www 1.progressive.com/ media_relations/ gomez2.htm

39 70 (innovative products), (distinctive culture), (Im m ediate Resp onse).,. O 1997,. O 1995 O (N on-standard auto) O. -,, DB O. - (Immediate Response Claims Service) (1990) O - (innovative products), (a distinctive culture), (Immediate Response)

40 , ) ) 1999 Gomez Advosors Lafferty Group One-stop shopper, Bargain hunter, First-time buyer, one-stop shopper 1, Bargain hunter 3 (1 Quotesmith.com), First-time buyer 2 (1 Electric Insurance Company).

41 , State Farm, AIG, Am erican Fam ily. 3.

42 , 73,. 68),..,,,,.,. O. O, O (115 ) (49 ),. O 68).

43 74,,. - ( ), -, - -, - National Insurance, A IG, State Farm, CA N Insurance, Century Capital in Boston, M arsh & M clennan,. 4.., 67%(32 ), 27%(13 ) 6%(3 ).

44 , 75 < 24> (2003 : online-closed sales = 48 ) IVAN S, 42%. (23%), (21%), (13%). < 25>

45 76. (Datamonitor)., % %.. (27.0% 23.3%) (56.5% 48.8%). < 26> ( )

46 , ,, 49%. 38%.,,. 2%. < 19>,..,. 49% 38% 11%. 2% 100% : Conning & Company, p.26., (36%), (17%),

47 78 (17%), (13%), (36%), (20%), (15%). ( / / ),,. < 27> ( ) : Forester Research, Inc...

48 , 79 < 28> ( ) : Forrester Research, Inc.....

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