F Life Insurance Companies Marketing Channels Research

In this dissertation, a research of F Life Insurance Company's marketing channels has been made, moreover the methods of improvement have been proposed. This dissertation includes the following aspects:The present competition situations of life insurance companies are analyzed through comparing marketing strategies and products. Then the conclusion of current life insurance marketing channels'situation is made. The channels' common problems are revealed by researching the construction, member relationship and management of channels. The history of F Life Insurance Company's marketing channels as well as life insurance channels in Jiang Su province is reviewed. The advantages and disadvantages of F Life Insurance Company's and its competitors'marketing channels and are analyzed. According to the developing tendency of life insurance companies, marketing composition and the change of custom construction, the problems of F Life Insurance Company's marketing channels are found. The improving analysis of advantages, disadvantages, opportunities and threatens are made by using SWOT.The present situations of F Life Insurance Company's three marketing channels are analyzed. Considering the factors of designing marketing channels such as policies, individual needs, competitions, costs and after sale service, especially custom analysis, the methods of improving F Life Insurance Company's marketing channels could be suggested, including some specific ideals. Meanwhile according to the current situations of F Life Insurance Company, the market tendency and alter of government policies, the new plans of F Life Insurance Company's marketing channels could be given. However, the new plans of F Life Insurance Company's marketing channels could cause new problems. Then new improvements should be made, so management is crucial. The relationships between channels, between channels and backups and between company and customs should be handled, which is the guarantee of channels' improvement. After that, F Life Insurance Company should integrate channels, utilize resource more efficiently, and finally achieve the aim of sustainable development.