Research on Insurance Value Chain in the Environment of Mobile Internet

In the era of mobile Internet, the influence of network environment on the insurance value chain is discussed in this paper. By literature review and theoretical analysis, the author holds that mobile Internet has changed the insurance value chain from various links related to conventional product design, sales and after-sales to a series of modular packages including R&D module, marketing module and service module. Each module has its own characteristics and interacts. The characteristic of design and R&D module is the improvement of the R&D capability based on new technologies and Internet. They lead to product diversification and accelerate the speed of new product development. The characteristics of marketing module lie in the use of multi-channel marketing online and offline, the increase of product publicity and the shortening of transaction time. The characteristic of customer service module is the improvement of service efficiency and the acceleration of the speed of information transmission. The analysis shows that insurance company as a supply side needs to make practical changes to cope with the changing psychology and behavior of demand-side consumers. Keywords—mobile Internet; insurance value chain; modularization; core value activities