摘要：随着互联网的兴起和普及，电子商务作为一种方便且成本低廉的全新商务模式在全球范围内迅速发展起来，各个行业的销售模式都在逐渐改变，保险行业也不例外。B2C保险电子商务作为电子商务在保险领域的具体应用形式，是保险业与时俱进的一种表现，也将是保险销售现阶段最终的销售模式。本文将介绍B2C电子商务以及其在国内外的发展历程，通过分析B2C电子商务保险的销售模式这一新兴经济形式的现状寻找出存在的问题，进而提出我国保险业发展B2C电子销售模式的相关发展策略。

关键词：保险 电子商务 B2C

Abstract: With the rise and popularity of the Internet, E-commerce has been working as a new business model which is convenient and low-cost, and it developed rapidly around the world. All works of life is gradually changing the sales model, including the insurance.B2C insurance E-commerce is the specific application forms in the insurance field, and it is a manifestation that the insurance industry keeps pace with the times. Also, it will be the final sales model of insurance. This paper will introduce the B2C insurance E-commerce and its course of development at home and abroad. I will raise some strategy about how to develop the B2C insurance E-commerce in China, through the analysis of the status of B2C insurance E-commerce and its existing problem.

Key words: insurance E-commerce B2C