China's Life Insurance Business Marketing Channel Strategy Research

Since the reform and opening-up, with China's economy booms and improvement of people's insurance consciousness, the overall strength of china's life insurance industry has been markedly enhanced, its mechanism reform is continuously deepened and it is serving the construction of a harmonious society to a more profound level. The single type of channel can not meet demand, which requires companies to integrate a variety of channels, to establish a customer-oriented composite channel system that can adapt to different product characteristics. Now, the channels play an important role in competition.So it's necessary to have a clear notion of the current situation of very kinds of channels, capture opportunities for development, and make a preemptive advance in the market.Marketing channels, also known as the trade channels or distribution channels. The implementation of the marketing channel's functions is to transfer the merchandises from the producers to the consumers'hands. It bridges the gap among the products, services and their users, including time, place and hold the right. Because of the particularity of insurance products, the construction of its marketing channels is more important. SWOT analysis provides a scientific analysis tool for enterprise to conduct environmental analysis. The Use of modern channel theory and SWOT analysis, make a concrete analysis of the channel construction of life insurance to find the main problems in the building of the channels and to explore the strategy for life insurance's marketing channel the Combination of the marketing channels theory and SWOT analysis can make a clearer understanding of the enterprise's own environment and the actual situation, and thus make accurate plans and strategies.When upgrading marketing channels, life insurance should have realistic requirements and long-term plan, support the channels, safeguard the relationship and avoid clashes with each other channels. The life insurance industry has encountered some questions which block the development process of life insurance to meet the higher and deeper demand. On the marketing situation and the marketing analysis, life insurance in the marketing channel construction should choose the SO and WT strategies simultaneously——growth-oriented strategy and defensive strategy. That is, channel construction on the one hand, should lie on the internal strengths with external opportunities; the other hand, must overcome internal weaknesses and avoid external threats.Develop each channel's advantage and advance operation efficiency. On one hand, we should improve competitive strength of traditional channels such as tied-agent, individual agent and brokers by tightening the market access rule, transforming the mode of development and enhancing control of channel. On the other hand, some new channels should be better developed due to the changes of the social-economic environment such as telemarketing, Internet marketing. Life insurance should design diversified, multi-level products on the basis of customer segmentation, consolidate each channel and cross-sell. We should go all out to promote credibility enhancement of life insurance, and create a favorable credit environment, thus promote insurance's organic and intensive development effectively.