A Study Of Life Insurance Financial Products’ Marketing Issues In China

With the rapid development of economy of and increasing disposable personal income of residents, how to make reasonable and scientific financial planning has become an main problem that residents meet in daily life. More than35years since China carried out reform and open policy, our nation’s financial market has witnessed a continuous development, kinds of financial institutions also begin to grow and develop. This development give people more financial products to choose. But in China, most people or families still choose bank deposit as the first choice of financial management. Because of the limitation of financial management,it would not disperse the risk and increase the income of the investment at the same time. Life insurance product is a very important part of a scientific financial plan. Now, in China, a lot of people still have prejudice against Life insurance because of the lack of essential understanding to it. So, how to make scientific financial planning and use kinds of financial products to achieve the financial goal has become the very urgent problem that people in our country are facing. How to make a good marketing strategy about life insurance financial products become more and more important because of the importance of life insurance financial products.Based on this background,this paper try to analyze the basic attribute of insurance by interpreting the definition of insurance and life insurance. Then, this paper choose life insurance financial product as the project of study, analyze the importance of life insurance financial products and the marketing strategy about life insurance financial products. This paper choose the marketing strategy of China Life’s life insurance as the example to analyze the specific life insurance financial product in the market.On the foundation of the analysis and the relevant data, this paper try to summarize the existing problems in the aspects of our nation’s life insurance financial market such as marketing channel, insurance companies,consumer and supervision organizations. Aiming at these problems,this paper also try to bring up some basic suggestions, and hope to have a positive promotion both to the life insurance financial market and the function of the life insurance products.