The Research For Transformation Of Marketing Channels Of China’s Life Insurance Companies

China’s life insurance business has achieved rapid development Since its restoration in 1982.The rapid development of the life insurance business is closely related to the development of its marketing channels.Insurance agent system was introduced to China by AIA in 1992,which has promoted the development of individual life insurance business.Since the rapid rise of bancassurance channel in 2000,China’s life insurance industry has brought another round of rapid development.ln recent years, agent channel and bancassurance channel have become the main marketing channels of China’s life insurance companies.ln addition, Professional insurance intermediaries,mobile Phone Insurance and internet Insurance have also emerged in China’s life insurance market,but its market share is very low.For China’s life insurance companies,they are the complementary marketing channels.However, while marketing channels promote the development of our country’s life insurance industry,they are also suffered from many problems.Life insurance agents remain high turnover rate,with low professional quality and low productivity. In recent years,Life insurance companies have difficulty in recruiting agents,so the premium from agent channel is caught in " sluggish growth".The banks and insurance companies cooperate with each other in a loose way,and misleading sales phenomena always appear.Moreover,the products sold by bancassurance channel are mostly short-term investment-type insurance products,with the low embedded value.Professional insurance intermediaries with Small-scale and low professional level are weaker in the life insurance market.ln addition,group life insurance business has declined in recent years.Though new channels such as mobile Phone Insurance and internet Insurance have developed rapidly, they both has sorts of problems.This paper focuses on the research for transformation of marketing channels of China’s life insurance companies.It consists of five chapters:The first chapter is an introduction,describing the background, content and meaning and so on;The second chapter introduces the general development of China’s life insurance market and marketing channels of China’s life insurance companies;The third chapter analyzes the development of every marketing channels of China’s life insurance company,including insurance agent,bancassurance,professional insurance intermediaries,group insurance,mobile Phone Insurance and internet Insurance;The fourth chapter is the research for transformation of marketing channels of China’s life insurance companies.this chapter analyzes the problems that marketing channels faced,and come up with the suggestions for transformation of marketing channels. The fifth chapter is the Conclusion.