Inovative Study On The Marketing Mode Of Life Insurance In China

In recent years, with the increasement of foreign insurance companies entering Chinaand the innovation of their marketing strategies and marketing mode, China’s lifeinsurance business is faced with dramatically increased challenges. It has become theconsensus of our government, relative enterprises and consumers to vigorously reform theexisting marketing strategy and marketing mode of China’s life insurance business.From the theoretical development of insurance marketing, and extending fromtraditional marketing4P theory, this paper expounds the customer-oriented theory and theservice profit chain theory, providing a theoretical basis for the innovation of marketingchannel of the life insurance industry.MetLife is a life insurance company of Sino-US joint venture, adhering to thephilosophy of United States shareholders---MetLife to make tailor-made insurancesolutions for customers, focusing on the customer service mode of one to one service withguarantee the first, and making great efforts on exploring innovative marketing channels.Chapter I of the paper makes a brief introduction to the research background, purposeand significance; Chapter II describes the life insurance marketing channel and innovativetheoretical basis; Chapter III discusses the status quo of MetLife’s life insurance channel;Chapter IV analyzes the environment of MetLife insurance marketing channel innovation;Chapter V focuses on the innovation ideas of MetLife insurance marketing channel;Chapter VI is a summary of the entire paper.Through the analysis of the problems and causes existing in China’s life insurancemarketing, this paper trys to give innovative suggestions to China’s life insurance businessmarketing channel, hoping to provide some practical guidance for the development ofChina’s life insurance industry.