目前，各保险公司推出了大量互联网保险产品，满足了多样化市场需求，但也存在创新层次较低、产品开发不规范、风险防控薄弱等问题。通过系统梳理产品创新案例和行业实践经验，总结互联网保险产品创新的“四重境界”，构建包括渠道创新、场景创新、商业模式创新和“云”端保险在内的完整体系。以此为指导，各保险公司在产品开发中应立足标准化个险产品的互联网化，探索区块链等新技术在产品设计中的应用，积极开发动态定价产品和个性化、定制化产品，同时还要强化产品创新中的风险防控，做好产品设计团队建设。%In the era of a internet finance,many insurance companies have launched various internet insurance products,which meet the needs of adiversified market. However,those products have some problems such as low innovative level,nonstandard product development and week risk control.By systematically analyzing some innovative cases and practical experience,a four-fold-level system is constructed,which includes channel innovation,scene innovation,business model innovation and“cloud”insurance. With this guidance,insurance companies are advised to focus on the application of new technology such as Block Chain in the design of products,innovation of normalized individual products or customized and dynamic pricing products. Meanwhile, companies should strengthen the risk control during product innovation and build better designing teams.
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