Research On Reform And Management Policy Of AIA Beijing Marketing Channel

With the development of social economy, through more than 30 years of rapid development, the insurance industry in China, especially life insurance has been obviously strengthened, and developed to a higher and wider level after "Several Opinions of State Council on Accelerating Development of Modern Insurance Service" promoted the position of insurance industry to the height of national strategy since 2014. In this situation, the current marketing channel of insurance company cannot adapt to the development of life insurance in China, the marketing channel must be reformed to adapt to current new situation.Under such background, the theory of marketing channel is applied in the paper to analyze the life insurance business situation and marketing channel mode and current management situation of AIA Beijing Branch (hereinafter referred to as AIA Beijing), and have specific analysis of the problem of marketing channel of AIA Beijing. According to current social development, the author digs various factors that affect the reform of company marketing channel, combines with aforesaid analysis, and proposes recommendations and optimizing measures for the reform of marketing channel of AIA Beijing. The specific conclusion is as follows:the main problem of marketing channel of AIA Beijing is that the marketing channel does not completely match the target market; the marketing channel development is unbalanced; conflict exists between marketing channels and the marketing channel management is to be improved; according to the existing problems, it is believed that the company shall reform the channel from strengthening AIA Beijing personal agent channel; accelerating AIA Beijing insurance channel; seeking for AIA Beijing online and offline combination and increasing telephone marketing channel, etc., so as to strengthen channel management on marketing channel conflict management, marketing channel management policy and mechanism.