Construction Of Investment-oriented Life Insurance Marketing Channel In China

1. The main contents and pointsThe development of investment-oriented life insurance in China is worth analysis and study. Recalling the development of investment-oriented life insurance in China, investment-oriented life insurance marketing channel directly affects the development of our investment-oriented life insurance. It is important that aggregate the experience and lessons of marketing channel from the advanced international experience to develop investment-oriented life insurance.The dissertation consists of three chapters.Chapter 1 the analysis of investment-oriented life insurance marketing channel in China. The first section introduces the definition and types of life insurance marketing channel. Investment-oriented life insurance main marketing channel is individual agent, bancassurance, and the direct marketing channel. This section analyzes the main features and advantages of the three marketing channels and sums up successful experience.The second section puts forward the problems of investment-oriented life insurance marketing channels. In the respect of direct marketing channels, the problems include lag in construction, difficulty of extension, less practice, and so on. In the respect of individual agents the problems include low quality, high rate of drain, seriously discreditable behavior. In the respect of bancassurance, the problems include low level of cooperation, misleading propaganda, and low quality sales personnel.Chapter 2 the analysis of the relevant factors of the investment-oriented life insurance marketing channel. When they consider building marketing channels, they need to consider the important factors affecting channels. In this chapter the writer analyze the four important factors: the environment (including macro and micro environment), life insurance products and life insurance companies to target markets and customers. Chapter 3 construction of investment-oriented life insurance marketing channel.Learn from the advanced experience of Japan and Zhe Jiang to improve Individual agent system. Adapt them to investment-linked insurance sales demand from raising the access mechanism of insurance agents, establishing a comprehensive system of training and marketing management system and so on.Learn from the advanced experience of Hong Kong and the cooperation model between banks and insurance companies to improve bancassurance. From the establishment of bank insurance system, improving the efficiency of channels, and research and development bank insurance sales service system, the implementation of professional management. Build an effective incentive mechanism for examination in these areas to strengthen our cooperation in diversified insurance companies and banks.Expand marketing network and develop telephone marketing to strengthen the direct marketing channel. Integrate various marketing channels to improve the efficiency of the Company2. The main contributionsThe innovations in this dissertation are as follows:The first, the selection of the title is practical. The life insurance marketing channel theoretical problem has been a hot topic of discussion. I focus on construction of Investment-oriented life insurance marketing channel in China.The second, the selection of material is quite specific. In view of time, the principal is selected. In view of geographical perspective, collect the international data is colleted that is mainly from the quite similar cultural background. And the advanced experience of typical experiments is selected.The third, in the respect of the research method, this dissertation mainly uses the method of linking theory with practice. In addition, it also uses the methods of induction and deduction, classification, comparison, linking qualitative analysis with quantitative analysis, linking general analysis with concrete analysis, ect.