The Diversified Development Of Life Insurance Marketing Mode

In recent years, China's life insurance industry developed very rapidly, and the Life Insurance Marketing pattern, as the most important component of the life insurance company, plays a crucial role for the industry to achieve leapfrog development. Since 1992 the agent systems are brought by AIA, China Life Insurance Companies have been to follow that. It is undeniable that the agent system, as a main channel for the life insurance marketing, again and again set the pace of growth for the Chinese insurance industry. But with the development of the market economy and market supervision strengthened, and China's economic environment, technology environment, social environment and legal environment have undergone tremendous changes, the traditional pattern of the Life Insurance Marketing drawbacks constantly emerge, such as single and simple selling model, poor overall quality of agents, the flawed agent system and so on. Life Insurance Marketing innovation and diversification is essential, therefore, the study of the Life Insurance Marketing diversification has certain practical and theoretical significance.Insurance, originated in Italy with several hundred years of history, now has a mature accumulated practical experience, and formed a complete insurance marketing theory. Many international life insurance industry associations, including the American Life Insurance Industry Management Association, have developed the marketing training programs as well as other life insurance training programs. Innovation and differentiation will attract customers, thus western life insurance marketing model emerged one after another, moved far ahead of domestic life insurance marketing.According to the developing status of the China market, combining the experience of the western countries, I think in short term the agent system can hardly be changed, but the insurance industry should establish a modern marketing concept, which may include helping agents foster the concept of customer demand and integrity, vigorously developing professional agents. Meanwhile, the following several channels may be considered to develop, improving life insurance sales network, developing bancasurance, tele-marketing and insurance agency. We should learn from the developed countries experience, make full use of the insurance broker, in the developed cities set up life insurance brokerage company, and through corporate operation to achieve service functions which are relatively difficult for individual agents, and provide quality service to enhance the credibility.This paper mainly takes the literature analysis as the cornerstones, and combines practical experience and thoughts of the Life Insurance Marketing pattern and based on the analysis of China's life insurance traditional marketing model and the existing problems, discusses China's life insurance diversification in the new market environment. The Chapter I is about China's life insurance industry developing history and status. The Chapter II is about the traditional marketing mode analysis, focused on the problems of agent systems and the reasons for it. The Chapter HI is of the foothold in the Chapter I, the life insurance environment and current status, and gives recommendations of Life Insurance Marketing diversification, relevant to problems mentioned in the chapter II.