The Research Of Gansu Branch Of China Life Insurance Company's Innovation Of Marketing Channel

Marketing channel is a route that enterprises make the ownership of products or service transfer to the final consumers directly or indirectly.Its option and exertion is a very important strategic decision for all enterprises.But the innovation of marketing channel is a necessary road to obtain competition advantage and occupy leading opportunity in the market for all enterprises.From the development process of life insurance marketing channel,we can see that marketing channel is the basis of life insurance business development,the important link and compostitive part of the marketing of the life insurance,also the core power that promotes life insurance industry developing.It's very important for life insurance business development. Gansu branch of China Life Insurance Company is a state-owned life insurance company which founded the earlist,developed the longest and market share the largest in Gansu Province's life insurance market so far.It has some a leading and scale advantage in the same industry.But now its private marketing channel,bank-insurance marketing channel,groups direct marketing channel espose some problems that don't adapt to the development and competition,which have effect on sustainable development and competitive strength.How to integrat resources of all aspects,also amply research changeable new pulse of consumer's needs and new instance of social development,innovation that making use of group advantages to marketing channel is the focus content which this dissertation mainly talks about.This dissertation regards competition environment aggravation of area life insurance market and the variety of insurance needs that grow increasingly by people as background,choose Gansu branch of China Life Insurance Company that business scale is the largest and marketing channel construction relatively single in the area as researching target,aim at this current situation that other joint-stock life insurance companies constantly innovate marketing channel and enlarge business scale have formed challenge for trade advantage status of Gansu branch of China Life Insurance Company,by summarizing life insurance marketing particularity and the developing currert situation of internal or external life insurance marketing channel,combine local economy society developing reality,take use of SWOT principle to analyse adavatages,disadavatages and opportunity as well as challenge,which Gansu branch of China Life Insurance Company have,discuss and research company's effective routes and projects in marketing channel innovation.Among them,treating the construction projects that communitiy marketing channel,adviser marketing channel and property-life insurance interactive marketing channel as main point,give whole thinking of the innovation of company marketing channel construction.It provided realistic preference to company in order to keep industry competition advantage and make larger and stronger further.