近些年来互联网科技的高速发展激发出很多新的市场需求，保险行业也在互联网

近些年来互联网科技的高速发展激发出很多新的市场需求，保险行业也在互联网新兴的推动下不断前行，互联网保险产品就是典型的被激发出来的需求，它区别于传统保险产品，但并不是简单的把传统的保险产品照搬到互联网上，而是通过对客户需求及痛点的调查与摸索，把之前传统行业中的宣传、销售、售后、风控等多种场景进行优化，以更加便捷的互联网方式让客户能够更快的认识并购买保险产品的创新行为。<br>本文主要对GH人寿保险公司“真实惠”互联网保险产品设计进行案例研究，全文运用了互联网保险产品设计及营销等相关理论的研究成果，结合国内外互联网保险产品的研究现状，从互联网保险的定义及概念开始，分析互联网保险产品运营模式和发展现状，通过和传统保险产品的对比分析得到互联网保险产品创新设计中存在的问题以及影响互联网保险产品创新设计的因素。在GH人寿“真实惠”互联网保险产品案例研究方面，从GH人寿保险公司的概况和产品研发背景着手，结合具体的产品研发方案和战略营销设计等多方面展开分析研究，通过分析产品取得成功的因素以及产品运行中的问题，总结归纳出互联网保险产品创新设计中存在的问题，并提出相应的对策和建议。<br>通过较为全面的对GH人寿“真实惠”互联网保险产品设计的案例研究，得出针对互联网保险产品创新设计的对策建议，不仅具有现实的理论价值，同时对于国内整个保险行业的发展以及对于互联网保险产品创新设计战略，都是有着非常大的现实指导和实际应用的意义。

近些年来互联网科技的高速发展激发出很多新的市场需求，保险行业也在互联网新兴的推动下不断前行，互联网保险产品就是典型的被激发出来的需求，它区别于传统保险产品，但并不是简单的把传统的保险产品照搬到互联网上，而是通过对客户需求及痛点的调查与摸索，把之前传统行业中的宣传、销售、售后、风控等多种场景进行优化，以更加便捷的互联网方式让客户能够更快的认识并购买保险产品的创新行为。<br>本文主要对GH人寿保险公司“真实惠”互联网保险产品设计进行案例研究，全文运用了互联网保险产品设计及营销等相关理论的研究成果，结合国内外互联网保险产品的研究现状，从互联网保险的定义及概念开始，分析互联网保险产品运营模式和发展现状，通过和传统保险产品的对比分析得到互联网保险产品创新设计中存在的问题以及影响互联网保险产品创新设计的因素。在GH人寿“真实惠”互联网保险产品案例研究方面，从GH人寿保险公司的概况和产品研发背景着手，结合具体的产品研发方案和战略营销设计等多方面展开分析研究，通过分析产品取得成功的因素以及产品运行中的问题，总结归纳出互联网保险产品创新设计中存在的问题，并提出相应的对策和建议。<br>通过较为全面的对GH人寿“真实惠”互联网保险产品设计的案例研究，得出针对互联网保险产品创新设计的对策建议，不仅具有现实的理论价值，同时对于国内整个保险行业的发展以及对于互联网保险产品创新设计战略，都是有着非常大的现实指导和实际应用的意义。

In recent years, the rapid development of Internet technology has stimulated a lot of new market demand. The insurance industry is also constantly moving forward under the impetus of the emerging Internet. Internet insurance products are the typical stimulated demand, which is different from the traditional insurance products. However, it does not simply copy the traditional insurance products to the Internet, but through the investigation of customer needs and pain points In order to make customers understand and purchase insurance products more quickly, we should optimize the publicity, sales, after-sales, risk control and other scenarios in the traditional industry before.<br>This paper focuses on the case study of "real benefit" Internet insurance product design of GH life insurance company. Based on the research results of Internet insurance product design and marketing, combined with the research status of Internet insurance products at home and abroad, starting from the definition and concept of Internet insurance, this paper analyzes the operation mode and development status of Internet insurance products Through the comparative analysis of traditional insurance products, the problems existing in the innovative design of Internet insurance products and the factors affecting the innovative design of Internet insurance products are obtained. In the case study of "real benefit" Internet insurance products of GH life insurance company, this paper starts from the general situation of GH life insurance company and product R & D background, analyzes and studies the specific product R & D plan and strategic marketing design, and summarizes the existing problems in the innovative design of Internet insurance products by analyzing the factors of product success and the problems in product operation Finally, the corresponding countermeasures and suggestions are put forward.<br>Through a more comprehensive case study of GH life's "real benefit" Internet insurance product design, this paper draws some countermeasures and suggestions for the innovative design of Internet insurance products, which not only has practical theoretical value, but also has great practical guidance and practical application significance for the development of domestic insurance industry and the innovation design strategy of Internet insurance products Righteousness.<br>