Research On The Marketing Strategies For Insurance Services In China Under Opening-up Circumstances

With the ending of the transition period for China in WTO and further opening up of the insurance market, the insurance industry in China are facing both opportunities and challenges. Under fierce market competition, the traditional insurance marketing modes in China have been seriously challenged. Meeting the challenges, maintaining a steady and healthy market development, shifting current marketing modes, adjusting marketing strategies have become the top priorities for the development of the insurance industry in China. At present, the outdated marketing concepts, simplex marketing modes, low quality sales personnel, marketing staffs drain and low credit levels are the problems that hinder the development of insurance marketing. Shifting the current insurance marketing strategies is the only way out to solve those problems. The fundamental way out for the insurance marketing is to improve services. However, the emphasis of the current insurance marketing in China is still put on the extension of the business, instead of on the improvement of the services needed. This kind of marketing strategy is not conducive to the insurance industry in China to either win in such a competitive environments or keep a healthy and sustainable development.This thesis first analyses the current situations for the opening-up of the insurance industry in China, as well as the problems and challenges it faces. Then the opinion of the thesis is put forward, that is, to develop the insurance industry in China by shifting the insurance marketing strategies. The third part of this thesis adopts marketing theories for insurance services as the theoretic basis for the following analysis of insurance marketing strategies in China, stating the way of taking advantage of these strategies to enhance the competitiveness of the insurance industry in China. Finally, some suggestions are put forth for the development and innovations of the insurance industry in China.Apart from the preface, this thesis is constituted by four chapters. Chapter one analyses the current situations of insurance industry in China under the opening up circumstances. Chapter two is the introduction to the marketing theories for insurance services. Chapter three details the marketing strategies adopted for insurance industry in China, under the fierce market competition. Including the strategies for insurance products, the strategies for insurance marketing channels, the strategies for the insurance sales promotion and insurance sales personnel. Chapter four is about the development and innovations of the insurance industry in China, including the innovations for both insurance products and insurance services and insurance E-commerce.