Research On The Innovation Of Insurance Products Under The Policy Of Rate Reform To The Happy Life Insurance Company

In our country, the insurance industry after nearly thirty years of rapid development, the increasingly fierce market competition, business diversification, market regulation gradually mature, consumers are more rational, many insurance companies into the bottleneck period of growth. It is the premium rate market reform of insurance products important year in 2013, Chinese CIRC promulgated a new policy on personal insurance product premium rate market, opened the insurance premium the journey of reform. The tariff policy over pricing of life insurance products for a period of ten years of a predetermined interest rate level, open the reform the formation mechanism of ordinary life insurance product premium, then other personal insurance products also gradually reform process. In the new policy environment, as involved in the main insurance companies how to deal with the new deal, how to make good use of policy, obtain its own competitive advantage from product innovation also once again become the new focus of the insurance industry.Happy life is a medium-sized insurance company. The thesis studies on happy life insurance product innovation in systematical way. The article first on product innovation involves the theory of financial innovation and insurance product innovation related concept of review. Secondly, as the main body of this paper for life insurance companies, this paper elaborates on the life insurance product, insurance product innovation. After the impact on external demand for life insurance product innovation and internal force analysis; then, based on the analysis of the regulatory environment at this stage of life insurance and the rate reform background, combined with the present situation analysis of product innovation happiness life-insurance company and problems, and puts forward relevant countermeasures and suggestions for the company in the enterprise product innovation.