Study On Rural Life Insurance Marketing Channel Of China

In the rural life insurance market in China, the coverage of rural life insurance is very low. While there is Huge demand and good prospect for development.To the life-insurance companies, the competition lies in not only products and services but also marketing channels.It is practically useful to study the life insurance market in rural areas and to the life insurance products that suit for the residents in rural areas are very important. In terms of the marketing channel, most companies use single agent of marketing channels which is showing more and more disadvantages and becoming unable to meet the needs of customers in rural areas. The attempts of other channels do not bring satisfactory results. And the different channels can not coordinate well. All of these lead to disorderly competition.The present situations of country life insurance three marketing channels are analyzed to find out the primary problems and reasons. Based on the analysis of present situations, taking the econominic factors and the rural characteristics into account, drawing on foreign experience in the development of rural life insurance marketing channel, it is fully explored how tocperfect channel administration, change life insurance company’s business philosophy, improve customer service in rural areas, cut down the operating costs and finally to achieve "win-win" goal.This paper consists of five chapters. The first introduces the relevant background and significance, and the development of domestic and foreign channels. And the second chapter introduces the related concepts of lift insurance marketing channel, classification and characteristics. The third chapter includes the analysis of problems of our existing life insurance channels and cause analysis. Then the development of foreign life insurance marketing channel is explored in chapter four. Finally, the tactics of improving the marketing channel of rural life insurance in China are forwarded in the last chapter.