On The Construction And Integration Of China's Life Insurance Marketing Channels

Ⅰ,The main contents and points Up to the present moment, the research of marketing channel hasbeen gradually maturing in China, but the concrete research of the lifeinsurance marketing channel and the introduction of some new lifeinsurance marketing channels are still not enough. Because the theory oflife insurance marketing channel in our country is lagging behind thedevelopment of practice, some problems cannot be resolved in time. Inthis background, I hope that my dissertation would be good to theconstruction and the integration of our life insurance marketing channels. The dissertation consists of four chapters. Chapter 1, the analysis of our country's life insurance marketingchannel. This chapter falls into three sections: the first section introducesthe definition and type of life insurance marketing channel. The secondsection gives a summation of our country's life insurance marketingchannel before, those are primary stage,quick development stage andreadjustment stage. The third section puts forward the problems andreasons of our country's life insurance marketing channels. In the respectof direct marketing channels, the problems include lag in construction,difficulty of extension,less practice, and so on. In the respect of indirectmarketing channels, the problems mainly include: individual agents'lowquality ,high rate of drain,seriously discreditable behavior; part-timeagencies'confusion in management of entry,business, finance andserious monopolization; professional agencies'slow growth,low level ofspecialization , immature management principles. After finding theproblems of our country's life insurance marketing channels, thedissertation expounds the reasons, which touch upon the aspects oftheory , law and policy , management , supervision , science andtechnology,ect. Chapter 2, life insurance marketing channel's new types fromabroad and our country's inspiration derived from it. This chapterfalls into two sections. The first section introduces several new lifeinsurance marketing channels, such as IFA,Banking Insurance,InsuranceSupermarket and Insurance Marketing by Internet. The second sectionsummarizes the experience of our life insurance companies'practice innew life insurance marketing channels. But when our life insurancecompanies use these channels, they must think about such questions asrelated law and standard,science and technology,company managementand so on. Only if the coordinate measures have been implemented canthe new life insurance marketing channels develop well. Chapter 3, the improvement of our life insurance marketingchannel. This chapter falls into two sections. The first section putsforward the way to improve direct marketing channel. In the respect ofIFA, the measures include: speeding up the process of blend amongfinance field; making strict checks to guarantee the quality of IFA; settingup the regulation for ascertaining responsibility;making innovations inservice. In the respect of insurance supermarket, we should take steps toreserve talents,set up software and hardware and choose the rightlocation. What's more, the relationship between life insurance companiesand the managers of the insurance supermarket should be clearly defined.In the respect of two-way marketing channel, the measures mainlyincludes: strengthening the research of two-way marketing channel;reserving and training talents; setting up the database of clients andhardware platform; amplifying necessary rules and regulations. Thesecond section puts forward the way of improve indirect marketingchannel. In the respect of individual agent, we should define theindividual agent's identity and strength the supervision. In addition, lifeinsurance companies should change their management attitude andreform current commission system. In the respect of part-time agency, themeasures include: enhancing the requirement for part-time agency;regulating the management of business and finance; increasing the abilityto supervise. In the respect of professional agency, life insurancecompanie...