China's Life Insurance Marketing Channel Change And Innovation

Under background of economic internationalization, the insurance industry is opening step by step after the entrance of WTO. More and more companies appear in the market of insurance especially in Life Insurance, and the competition is becoming more and more violent. As our economy is developing fast and smoothly and the incomes of residents are improve a lot in recent years, there turns out differentiation. In addition to the affects of knowledge, custom of investment and consumption, the demands of customers are becoming diversiform and individuate. Under such an environment, the whole Life Insurance industry is facing to two problems: one is in which ways the customers wanted to get the Life Insurance products and correlative services; another is with which methods the Life Insurance companies supply valuable services for the customers so as to improve satisfaction keep the customers and enhance the loyalty. The keys to these problems the designation and selection of marketing channels, so the research of the marketing channel is more and more urgent to the Life market.In the research, qualitative analysis and systemic analysis are mainly used in this thesis, accompany with relative data analysis. In the process of writing, firstly, the title was selected elaborately on the basis of substantive relative materials, and a lot of valuable research results were extracted from them. A series of issues, such as the status quo of traditional Life Insurance marketing channels in our country, the present marketing environment, and new characteristics appears and the trends of channel innovation were qualitative analyzed. Secondly, systemic analysis methods was use through the text, by describing basic relative theories, traditional Life Insurance marketing channels and marketing environments, then draw a conclusion about channel innovation trends and imaginations. Furthermore, comparative analysis and induction, for examples comparative analysis was use when study the Life channels in developed countries, such as England, the United States and Japanese. It was used when compare...