Research On Marketing Innovation Strategy Of Life Insurance Companies In China

Under the background of economic globalization, the development of economic globalization is becoming increasingly fierce, the insurance industry, especially the life insurance market is more and more competition, and the competition is becoming fiercer and fiercer.. In the increasingly fierce competition in the market environment, the life insurance industry marketing channel selection and integration is the insurance enterprise to obtain an important guarantee for the victory in the competition, rational planning of marketing channels can greatly improve the insurance company’s sales and expand the customer, so as to promote enterprise development.Life insurance marketing is a marginal subject, which is borrowed from the west. The innovation of marketing management is to realize the healthy development of the life insurance company, life insurance company is an important way to realize the rapid expansion of the life insurance business,which is to establish corporate image, establish the fundamental guarantee of the benign operation, but at present our country’s life insurance companies in the marketing management still exist many problems, one of the reasons is the life insurance marketing in the development of our time is short, and because there are many special environment of life insurance marketing in China, the cause of the life insurance company marketing management in our country compared with foreign countries there is still a certain gap, at present there are still many problems in China’s life insurance companies in the marketing process, the problem is an obstacle to the rapid development of the life insurance company.The writing of this paper is on the foundation of collecting large amounts of data, first of all, China’s life insurance companies marketing management background is detailed described, and in the article, writing method and significance and innovation was introduced. Next, at home and abroad about insurance marketing related research content was made consolidation analysis, which provided certain reference for the writing of the paper. At the same time, life insurance marketing a series of related theory was described,which included the definition of life insurance marketing, insurance marketing theory contains the characteristics of life insurance marketing, the function and role, as discussed in the article provides theoretical basis.Subsequently, the status of China’s life insurance marketing was analyzed in detail, the classification of life insurance marketing and the transformation of 4P to 4C concept were discussed.. And China Life Insurance Company ha divided into marketing management as a key case, ha life insurance company’s basic situation, marketing mode and existing problems and lead to the cause of the problem was studied.It could be found through the analysis, the HA life insurance companies mainly existed the following problems: unclear legal status of life insurance salesmen, "credibility crisis" to bring pressure to survive, marketing personnel flow big, product homogeneity was serious and so on.Finally, in the background, theoretical basis, in view of the problems existing in the case company, innovation of life insurance company "s marketing management approach was proposed, which mainly included: first, innovative marketing strategy, which included: product strategy, price strategy, channel strategy and promotion strategy. Second, marketing channel innovation, which included: vigorously developed the banking insurance cooperation, gradually improved the insurance boutique and insurance110. Third, the marketing team innovation,which included: organization and personnel configuration, personnel training, marketing incentive, etc.The characteristics and problems of the marketing management of HA life insurance companies were analyzed qualitatively. The research methods of the whole article was system analysis method, and through the analysis of the traditional life insurance marketing channels and China life insurance market characteristics, channel change direction and channel innovation idea was put forward.