The problems and prospects of insurance development in the internet are considered in the article. Considerable attention in the research is paid to the theoretical aspects of the essence of «internet insurance». The main stages of the insurance process through the internet and the key requirements that apply to the insurer and the insured when completing the insurance contract are described. It is determined that for the insurance company key advantages in the organization of virtual business are: lower costs associated with the organization of the company’s website; lower transaction costs for customer service operations; expansion of geographical diversification of company insurance products; an opportunity to increase the sale of insurance products at the expense of open access to customers from around the world; customer service on a qualitatively new level – seven days a week, 365 days a year. The analysis of the insurance products market in the internet was conducted. The study found that insurance services offered through the internet in Ukraine include property, personal insurance and liability insurance. The most widespread in Ukraine are such insurance products as insurance for travelling abroad, medical insurance, CASCO, compulsory insurance of civil liability of owners of land vehicles, insurance of property of individuals, etc. The easiest procedure for purchasing a policy among all of these is auto insurance. The key attention is paid to ways of improving the mechanism of providing internet insurance. In the course of the study, specific directions for developing an e-commerce strategy for insurance companies based on SWOT-analysis were improved; developed an algorithm for strategic management of the insurance company and a conceptual model of interaction between the insurer and the insured in the framework of the process of strategic marketing planning in the market of internet services. An important role in the processes of management of the insurer was given to the complex of marketing communications, namely the elements of the marketing mix: «product», «price», «sales», «promotion». It is determined that for entering an insurance company into the market of internet services, the subject of planning is the outline of the main goals regarding sales and income received, as well as the definition of their potential consumers (market segment), the forming of their own image and reputation.
Keywords: internet insurance, insurer, on-line insurance, virtual economy, internet services
JEL Classification: G22, L86.
Cite as: Yanyshyn, Y., Bryk, H. & Kashuba, Y. (2019). Problems and perspectives of internet-insurance in Ukraine. Marketing and Management of Innovations, 4, 31-38. https://doi.org/10.21272/mmi.2019.4-03
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