| Being the highest cost in the world, China's life insurance industry has developed rapidly. With the increasing development of aging population, wealth management demand for the pension and health care is also increasing. Therefore, the life insurance industry has entered a bottleneck perio and it has a lot to do with its own marketing model. As the major life insurance enterprises exploring the future development direction, an unprecedented financial revolution strikes here imposingly.As the Mobile internet, big data, cloud computing and other information technology constantly permeating the financial sector, the pattern of the financial sector has fundamentally changing. In March,2015,the Chinese prime minister, li keqiang in the government work report for the first time put forward the concept of "Internet +" action plan. Under this background, the "Internet + insurance" strategic plan arises at the historic moment. Internet insurance products, for its variety, low price, simple structure features and paying more attention to the customer experience, favored by consumers. As a result, the Internet industry is booming. However, from the point of open data, the total premium income of China's Internet security is 85.89 billion Yuan and is 26 times as much as that than in 2011.Moreover, Internet security has contributed up to 44 % of industry. But the Internet life insurance is only 2.78%, the "Internet + insurance “of traditional life insurance enterprises face a backlash.Life insurance marketing model is based on the marketing, insurance marketing and life insurance concept. Because of the uniqueness of traditional life insurance products, as well as deeply ingrained agent system, not fully developed insurance marketing channel, implementation of Chinese life insurance enterprises "Internet + insurance" strategic is difficult. Relying on its large scale and capital advantages, in the short term, the position of traditional life insurance enterprises is difficult to shake, but in the long term, the traditional life insurance enterprises will suffer a lot. Marketing model as an important part of the life insurance business, it is imperative to transformation.In this paper, the core content is divided into four parts. First of all, the theoretical part: The paper build the value chain model of the current life insurance marketing mode which is based on value chain theory.Under the background of "Internet + insurance" strategy, the current value chain model of each part needs urgently to be perfect. Secondly, combining with related data, detailed analysis of the strategy of "Internet + insurance" life insurance's effects on our country enterprise the traditional marketing model are made and the influence of "Internet + insurance" strategic plan to the transformation of our country life insurance marketing pattern has already formed a reversed transmission situation; Thirdly, paper correct the value chain model of the life insurance marketing mode, and further points out favorable conditions and the main problem of our country life insurance marketing model transformation; Finally, according to the new revision of the value chain model, article puts forward the corresponding countermeasures of life insurance marketing model and the Internet fusion, Combining the principal activities of the value chain link with the Internet, strengthening the internal and vertical links of value chain, reducing costs, creating value and realizing the maximization of profits which sets up the value chain. On this basis, combining with the current life insurance development in our country, the paper puts forward the corresponding countermeasures and suggestions, traditional life insurance enterprises in China under the low interest rate environment development direction should be given priority to with value. Moreover, traditional life insurance enterprises should return to be the nature and pay attention to customer satisfaction; we also insist on adopting the strategy of "insurance + Internet" plan, and making the combination of online marketing model; In the meantime, Fully realizing the traditional life insurance marketing model and the depth of the Internet can contribute the traditional life insurance enterprise to healthy and persistent development.This article innovation lies in: firstly, the research perspective is new. How to transform for life insurance enterprises to adapt to the requirements of the Times is a big problem. It has more realistic significances for the paper to discuss the transformation path of the traditional life insurance enterprises in the background of "Internet + insurance"; Secondly, based on Potter's value chain theory, the paper draws lessons from existing research results and build a new life insurance marketing model of the value chain model; Finally, that life insurance enterprises for the current long insurance sales as the main profit source of the under the strategy of " Internet + insurance", combining with the current macro environment and puts forward " insurance + Internet" war plan should be adopted and mix Internet fully with marketing model of each link, reducing costs, increasing their added value.At present, with the acceleration of aging population in our country, our country encourages the development of commercial endowment insurance as the supplement of the social insurance and occupational pension policy, family planning policy, tax reform in China has created a huge space for life insurance development. Therefore, life insurance enterprises must seize the opportunity, making full use of every link to the value chain of Internet technology. We should be positive and timely response to market changes. When it comes to the nature of life insurance, customer demand will become the center. We should pay more attention to innovative products and services, diversified development of sales channels in order to realize the sustainable development of life insurance industry. |
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