Discussion On China's Insurance Marketing

This thesis deals with some new thoughts about insurance marketing in China by analyzing the insurance market of China and by discussing the important aspects of the marketing system such as insurance types, marketing channel, promotions and services to improve insurance marketing.This thesis consists of four chapters: Chapter 1 presents a discussion of the demands and insurance behaviors based on the analysis of the developing process and present situation of the insurance market of China. Chapter 2, Chapter 3 and Chapter 4 then describe some of the important aspects of the marketing system --- insurance types, marketing channels, services, etc. and therefore some advice is given to some of the related problems. In the end, great importance is attached to the innovation of marketing philosophy. Drastic changes are under way in the insurance industry of China, but the marketing promotions of those insurance companies in China are not very successful , which is due to a variety of problems regarding insurance types, marketing channels, services, etc. All these have severely prevented the insurance industry from developing.While developing new insurance types, the insurance company should consider the needs of the market, adhere to the rules of gradation and serialization and make them favorable in order to form its own core competitiveness; Whether the marketing channels fit in with the needs of the market and its development or not plays a very important role in the development of the insurance company. Therefore, the monotonous and underdeveloped marketing channels of the insurance industry of China now are no longer appropriate for severe competition in the market. And new, reasonable and effective marketing channels must be developed,which should be the result of taking into account the macrocosm, the insurance industry conditions, resources and so on; Services are the essence of insurance marketing, and every insurance company must adopt appropriate marketing philosophy and concept of services, carefully study the needs of its consumers, better its services further and extend its field of service to satisfy its consumers.To conclude, an insurance company must innovate its marketing ideas, develop the potential markets and put emphasis on marketing services to form its own marketing specialty to cope with competition for development.