【摘要】 传统保险公司开展电子商务具有其先天优势和后天优势。通过理论分析和考察，本文认为，传统保险公司实施向网上保险经营管理模式战略转移的关键在于充分地利用信息技术，需要重新设计保险公司的业务流程，调整其组织结构，实现新型的营销管理，这样才能逐步释放网上保险的巨大潜力。更多还原

【Abstract】 The traditional insurance companies have both inherent and subsequent superiorities if they develop their EC systems. According to the author’s theoretical analysis and observation, the paper argues that the key factor is to make full use of information technology when an insurance company implements a strategical shift from a traditional running mode to an online running mode. Specifically, its whole business processes need to redesign, its organization structure need to rebuild, and its marketing management need to change. Only by this way, could we enjoy the enormous benefits from the electronic insurance.更多还原