| The social and business environments, which the domestic insurance company is faced with, have been changed dramatically as the market economic system, the supervision mechanism and legal system in China are refined gradually. The way the domestic insurance companies expand themselves, which is effective under the former planed economy, is no longer suitable for the fast development of the market economy. The marketing of the domestic insurance companies is not in good status. After entering WTO, the opening of insurance markets to alien companies is inevitable. The alien insurance peers participating in the insurance market have brought in not only the advanced techniques and experiences of the business management but also a more intense market competition. The domestic insurance companies must speed up the mental reform, build up ideas of the marketing, enforce the capability of the marketing and expand the insurance market so that they can survive from the intense market competition and continue to increase the market shares. The fact that whether the insurance marketing channels are suitable to the market and its development or not, however, is crucial to the insurance companies. In present, the marketing channels of the domestic insurance companies are simple, and unsuitable to the intensified market competition and according with the macro environments (including political and legal factors, economic factors, social and cultural factors and the scientific and technologic factors), industrial environments (including the industrial status, market status, and competition status), the resources and abilities the companies` own, the characteristics of the marketing channels and the tendency of the development of the market, the traditional marketing channels must be modified and be converted to new and modern marketing channels as well as keeping the diversity and choosing and constructing the appropriate and effective marketing channels.1. Contents and OpinionsStarting from the problems in the insurance marketing of China, with the theories of the modern marketing and distribution, based on the characteristics of the insurance products and insurance marketing of China, the essay systematically analyzes many factors, which influence the way by which the insurance entrepreneurs of China choose the marketing channels, and gives a comprehensive comparison of the advantages and disadvantages of the direct marketing channels and indirect marketing channels so that the insurance entrepreneurs of China may get a reference on choosing the optimal marketing channel.The essay consists of four chapters divided into 11 sections and is organized as following: In Chapter 1, we analyze the present status and problems of the insurance marketing of China and point out that due to the fact that the formation and development of the domestic insurance company are influenced by the special national conditions of China, and due to the absence of modern marketing thoughts and of the experiences of scientifically making marketing strategies, the insurance personnel are lack of marketing knowledge, furthermore, lack of the abilities to understand and exert modern research results of the marketing, so that it is destined that there are many issues in the insurance marketing of China. Such as: the product initiative is emphasized while the product spreading is despised. Pursuing the market competition while neglecting the market localization. The development of insurance products is not consistent with the sales of products. Based on these problems, the importance of the enforcement of the marketing and the constructing of marketing channels is proposed.In Chapter 2, mainly by applying the theories of the modern marketing and marketing channels and combining the characteristics of the insurance products and of the insurance marketing of China, we comprehensively and systematically analyze many factors, which influence the choices of the insurance marketing channels of China. First, guided by the... |
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