The Study Of The Life Insurance Marketing Model Innovation With Chinese Characteristics

Since the recovery of the Chinese insurance industry from The eighties of the last century, the life insurance industry in China has achieved rapid development, the scale of China’s life insurance premiums in2010was ranked fifth in the world, after only to the United States, Japan, Britain and France, the world of business growth,and The pace of development of Chinese life insurance ranking first in the world. China’s life insurance industry has made such rapid development, agent system in life insurance marketing is very important. But with the development of China’s life insurance industry, the environment of macroeconomic development is changing, the present marketing model has been unable to meet the demands of the times, the Chinese life insurance industry marketing model is in need of reform.The text based on life insurance marketing model, Marx marketing theory, Porter value chain theory, Kotler customer delivered value theory and value chain theory, firstly to analysis of the marketing model development situation and existing problems in China’s life insurance, and to test the influencing factors of the life insurance needs;Secondly to analyze the marketing environment of Chinese life insurancein, and analyze the strengths and weaknesses of the life insurance company’s internal marketing environment and external marketing environment deeply;thirdly, In the developed countries for example, the United States, Japan and Britain, to analyze and summarize their life insurance marketing model; Finally, build the countermeasures of Chinese characteristics on the life insurance marketing model.