Research On The Direction Of The Group Insurance Market Development And Transformation

China's economy is now in a critical period with rapid development and transition.In 2014,the State Council has introduced policies to accelerate the development of the insurance industry,which has gained comprehensive deployment and planning since then.Currently,China's insurance industry once again embraces a new golden era.Although China's insurance industry overall has innumerous potentiality through the rapid development,it also faces with new challenges of reform.In order to get more opportunities,the insurance industry is not only need the innovation of the marketing channel,but also the changes in products and sales strategy.Therefore,the development of this industry is confronted with new problems and challenges.Nowadays,there are five channels in the insurance marketing:group insurance channel,individual insurance channel,the bancassurance channel,telemarketing channel and the network sale channel.In these five channels,the group insurance is the original,the earliest and traditional channel.With the development of China's economy in recent years,the insurance industry is getting booming.Especially with the rapid development of the individual insurance channel,the marketing channels show diversities because many new insurance companies emerge in the market.This impacts the traditional insurance market in a way.By the end of 2015,China's group insurance market has been in the stage of bottleneck.It can be seen that the group insurance is facing with a series of problems.For example,the single insurance products.besides,the traditional sales model.In addition,own defects of the insurance company's.In this paper,it tries to find the problems of group insurance by reviewing its developing history.Moreover,it points out the shortcomings of the group insurance products through the evaluation.Furthermore,this article makes a comparisons between the group insurance product as well as its development in domestic and overseas to analyze the proportion of group insurance in the insurance market and its development direction.In addition,this paper explores the feasible developing path of group insurance to provide more professional and comprehensive services,based on the case study of BBC strategy of Taikang Life Insurance Company and O2 O transition mode.This paper considers that under the "great health" background,group insurance companies should implement the marketing mode innovation and product transition to achieve breakthrough development.At the end of the paper,it proposes some recommendations for group insurance future : 1)changing sales model and product model,2)analyzing the high-demanded products in the market.3)accommodating the government policies 4)establishing the concept of health care and medical care.