The Research On Metlife's Marketing Channels Strategy

Since the resumption of life insurance business in 1982,the number of foreign insurance companies entering China has been increasing,and more innovative marketing strategies and marketing models have been brought about.Our government,related enterprises and consumers take the reform of the current marketing strategy and marketing mode of life insurance enterprises as the consensus.As a Sino-US joint venture life insurance enterprise,China-US United Pacific Metropolitan Life Insurance Co.,Ltd.(hereinafter referred to as "Metropolitan Life")has been tailored to demand-oriented.Provide the concept of insurance solutions for financial security planning to ensure that First of all,one-to-one consulting service model,with good market results.Based on the marketing channel theory of insurance industry and the traditional marketing 4p theory,this paper describes a customer demand oriented marketing channel theory and service profit chain theory as the theoretical basis of marketing channels in China's life insurance industry.the third part This paper discusses and analyzes the present situation and problems of the marketing channels of Metropolitan Life Insurance,briefly introduces the Metropolitan Life Insurance Company,and summarizes the present situation of the marketing channels of Metropolitan Life Insurance.This paper deeply analyzes the problems of Metropolitan Life Insurance marketing channels,and makes an in-depth analysis of the environment of Metropolitan Life Insurance marketing channels.The fourth part mainly completes the design of Metropolitan Life Insurance marketing channel;the fifth part puts forward the optimization countermeasures and implementation guarantee of Metropolitan Life Insurance marketing channel;the sixth part is the summary of the article.It is hoped that through the research of this paper,this paper summarizes the development direction of life insurance marketing channels in China,makes a comprehensive and profound analysis of the actual problems faced by Metropolitan Life Insurance companies,finds out the problems and shortcomings,and gives full play to its own advantages.At the same time,it also provides some guidance or reference for the development of life insurance industry in China.