Development And Countermeasure Study On The Life Insurance Marketing Channel

The accession to the WTO has already brought the opportunity of development to life insurance of our country & the severe challenge too at the same time . Because the domestic life insurance starts relatively late, every system is being perfected with the norm progressively. The insurance kind innovation of the life insurance lacks policy support, the intellectual property right of the life insurance has not been protected effectively yet,The phenomenon that the new products of life insurance are cloned emerges in an endless stream. At this specific stage, the marketing competition between every life insurance company reflects the competition for marketing channel mainly. Channel tactics and price strategy, products tactics and together tactics of promoting, form company's basic marketing competitive strategy of the life tnsurance. In view of this, studying life insurance marketing channel maintain and build has very important meaning.The full text divides into four parts altogether:The first part : Relevant theoretical research of the marketing channel of the life insurance. Especially pointed out the life insurance goods as the characteristic of a kind of service commodity, and the influence chosen to the marketing channel;Second part : Foreign life insurance marketing channel current situation. Taking U.S.A., Japan as an example, the author probes into the channel construction and maintain in primary stage and announces that the individual agent's systemplays important role in this stage.The third part : Domestic life insurance marketing channel development and countermeasure. Analysed the individual agent's system in our country, pointed out the challenge mat it faced under the new situation, and proposed the suggestion such as channel pluralism,etc.The fourth part : New direction in which the marketing channel of the life insurance develops. Firstly, introduced the cooperation with the life insurance company and the bank, Secondly, analysed the advantage and die restriction of the network marketing and put forward the concrete method of dealing with -Combining marketing.