Exploring The Competitive Advantages Of Small And Medium - Sized Life Insurance Companies From The Innovation Of Marketing Channels

With the further acceleration of globalization and improvement of China’s socialist market-oriented economic system, Enterprises, as the main competitors in market, have become increasingly important, while the competitive environment is becoming more complicated. With China’s entry to the WTO, especially with the terminating of the agreement on protecting China’s insurance industry for five years, the competition between the insurance companies has become increasingly fierce. As a result, it is more difficult for the small and medium-sized insurance companies to achieve lasting survival and rapid development. The competition between the insurance industries of different countries that of different enterprises has transferred to the core competence which features as the innovation of insurance product, insurance services, human resources, and corporate culture as well. Accordingly, it has been the focus of the insurance business and the research field to probe the survival and then raise the core competence of China’s small and medium-sized insurance enterprises.It is very advisable for the small and medium-sized life insurance companies to adopt the differentiation strategy. The operation of life insurance market is under the differentiation competition era, mainly about functions, services, and so on. In order to implement the differentiation strategy, the small and medium-sized life insurance companies must change the original competitive strategy. Thus, the studies of the differentiation strategy for the small and medium-sized life insurance companies are of great theoretical significance and practical value.