Xinhua Insurance Marketer Channel Marketing Strategy Research

After 30 years rapid development, China's insurance market continuously towards near the level of developed countries. However, compare to the large number of domestic population, the insurance density and depth is still quite low. With the domestic and foreign capital market is optimistic about the insurance industry, and the important role in people's livelihood insurance system construction, the domestic companies are growing fast by using policies, and the foreign companies are continuing to flow into the market, which enhanced the competition, it is bringing many problems, such as the lack of innovation in the marketing strategies, lack of service quality, marketing and exhibition industry is not standardized.As the domestic insurance industry and the world is the core of marketing channel -- Agent channel, is facing a hitherto unknown challenge. The impact of Internet technology continues to try to replace the sales agents, status of insurance agents is not qualified thus restricted channel development. In the new situation. How to improve the marketing and service level to improve competitive advantage, has become the various insurance companies urgently needed to solve the problem. It is also important in considering the Social security construction.According to the New China life-insurance company (NCI) as an example, in the theory (4P) as guide, through the investigation and analysis to find out NCI's internal and external advantages and disadvantages, and complete a further research by comparative analysis,. Firstly, by using PEST theory, shows the complex situation of opportunities and challenges of NCI; Secondly, by SWOT theory, the company's competition advantages and disadvantages, opportunities and threats are discussed, further elaborates the problems and the channels' changing direction; Thirdly, based on 4P theory of product, price, channel, promotion as four key factors comprehensively analysis and suggestion on the company's marketing strategy, puts forward the measures to ensure the implementation of the strategy; Finally, it forecasts the development of the industry and the increasingly favorable industry environment.