A Study On The Development Path Of Direct Marketing Of Insurance Companies

The development of insurance companies' marketing channels has always been the focus of the insurance industry.Choosing and constructing an appropriate and effective marketing method for any insurance company will help it enhance and stabilize premium income,continue to attract potential customers,and create better service value.With the continuous development and exploration of the Chinese insurance market,the traditional insurance marketing model urgently needs to be changed and expanded before it can adapt to the development of the insurance industry.Various insurance companies began to actively explore and try to draw on new business channels to cater for market changes and customer needs.Among them,all kinds of direct marketing channels,especially telephone sales and online sales channels,have been favored by more and more insurance companies because of their unique advantages.ML Life Insurance Company is one of the first batch of Sino-foreign joint venture life insurance companies in China after China's accession to the WTO.Once it enters the Chinese market,it uses direct sales channels such as telemarketing to open the China's market,which has a certain representation.This article analyzes the environment and challenges faced by ML Life Insurance's direct marketing from the point of view of the direct marketing channels and marketing strategies adopted by ML insurance companies.Finally,it discusses the development path of direct marketing channels for ML life insurance companies which provides relevant suggestions for reference for other life insurance companies.