Research On Risk Management Of Marketing Channels Of DH Life Insurance Company

When exploring the feasible solutions to DH Company’s marketing risk,this study first constructs the basic framework of marketing channel risk management of DH life insurance company through literature review.Then,based on literature analysis and Delphi method,the risk factors of DH company’s marketing channel are identified comprehensively.The next step is to determine the key risk control points.FAHP method and triangular fuzzy number method are mainly used to evaluate the weight value and risk factor grade of DH life insurance company’s marketing channel risk factors.Finally,combined with risk management priority factor,the paper puts forward suggestions on the risk response of marketing channels and gives specific strategies.The results show that,firstly,in the aspect of risk factor identification of DH Life Insurance Company’s marketing channels,32 possible risk factors have been identified in the company’s existing five major marketing channels: agent channel,electric marketing channel,bank insurance channel,agency channel and online marketing channel.Secondly,in terms of risk factor weight and level evaluation of DH life insurance company’s marketing channel,the agent channel has the highest weight and risk level.According to the risk level and control point classification standard,they belong to higher risk level and important control point,and the risk of e-marketing channel and online marketing channel belongs to medium risk level and general control point,which shows that agent channel is the most important and risk-prone marketing channel for DH company,and the possibility of serious losses is the highest.Finally,in the aspect of DH life insurance company’s marketing channel risk response,according to COSO and " Implementation Guidelines for Comprehensive Risk Management of Life Insurance Companies",DH life insurance company’s marketing channel risk response methods are summarized into four types: avoidance,transfer,reduction and acceptance.Due to the different risk levels and risk management priority factors,the coping styles and combination styles of the 32 risk factors are quite different.Therefore,differentiated coping strategies should be adopted.