Development trend of insurance marketing channels

All kinds of insurance marketing channels have their own advantages and limitations, and it is necessary to exist in the face of different market segments, different market development stages and social environment. Therefore, generally speaking, the development trend of insurance marketing channels is the existence, integration and optimization of * * *.

Judging from the history and present situation of western insurance industry, insurance marketing channels will continue to advance under the framework of "troika", namely intermediary system, bank insurance and direct marketing (mainly mail and telephone marketing), while network insurance will continue to develop with the further maturity of network information technology and the in-depth development of marketable network products, which may replace the direct selling system and become the new fourth pole of insurance marketing channels. In the west (except Japan), the direct selling system has gradually died out.

The development trend of insurance marketing channels in China can be summarized as follows: steadily adjusting direct sales channels, strengthening the adjustment of intermediary system, deepening the development of bank insurance, and actively promoting new marketing.

(A) the steady adjustment of direct sales channels

On the one hand, China's insurance market is still in the primary stage of development, and the risk management of domestic enterprises; Awareness and management methods are still very backward, and the participation rate of enterprises is still very low. The insurance direct selling model, which has advantages in group life insurance and enterprise property insurance marketing, still has broad space and great necessity. In the process of direct selling, insurance companies are conducive to improving the risk management level of insured enterprises. On the other hand, there is a trend of industrial capital and insurance capital integration in China, that is, productive enterprises invest in establishing joint-stock insurance companies. In this case, the direct selling system has more advantages; Insurance companies send back-office personnel to directly design and provide risk management plans for shareholder companies, directly provide them with the required insurance, and then reinsurance as appropriate. Therefore, insurance companies still need to maintain appropriate direct sales channels, enrich the connotation of direct sales, and ensure the control of group life insurance and corporate property insurance.

(B) to strengthen the adjustment of the intermediary system

The intermediary system represented by insurance agents has made great contributions to the rapid development of China's insurance industry in the past decade, but it has also brought serious negative effects-credit crisis. The main reasons for this serious consequence are:

1. Some companies do not pay attention to the quality of the recruits when recruiting individual agents, and let some people with low quality mix into the agent team, and their behaviors such as fraudulent insurance and malicious competition damage the image of the insurance industry;

2. Insurance companies pay more attention to personnel than management, and the professional quality of a large number of agents recruited does not meet the needs of the development of China's insurance industry, misleading insurance consumers is widespread;

3. The agent incentive mechanism relies too much on real-time material incentives and lacks a long-term incentive mechanism, such as the promotion system of agent qualification level;

4. The insurance demander is seriously short of insurance knowledge, and there is a serious information asymmetry relative to the insurer.

In countries with mature insurance markets, the intermediary system is still one of the main marketing channels, and the development of China's insurance industry still needs the intermediary system. Therefore, reducing the scale of individual insurance agents, strengthening the construction and management of independent insurance agents and insurance brokers, implementing the insurance intermediary qualification promotion system and improving the insurance knowledge level of the public will contribute to the healthy development of the insurance intermediary system.

(3) Deepen the development of bank insurance.

At present, due to the strong position of banks, the agency commission of bank insurance is too high, and the lack of new high value-added bank insurance products hinders the further expansion of bank insurance. The development of bank insurance in French and other European countries shows that bank insurance in China needs to be upgraded and deepened. First, promote the cooperative relationship between insurance and banks. With the deregulation of mixed operation by supervision and law, the combination of property rights between banks and insurance companies will lay a solid foundation for the further development of bank insurance. Second, on the basis of strengthening the strategic cooperation between banks and insurance companies, we will develop high value-added bank insurance products through sufficient customer information to deeply explore the insurance value of bank customers.

(D) actively promote new marketing

For the insurance industry in China, the direct and complicated marketing, mainly by mail and telephone, and the newly emerging online insurance are all new marketing. Domestic insurance companies should and can vigorously implement direct selling and online insurance on the basis of strengthening the relationship with customers, enhancing their own brands and reputations, and strengthening product development capabilities and customer service behaviors.

For these marketing channels, each insurance company must choose flexibly according to its own target market and product characteristics, adjust and integrate all marketing channels in time, so as to reduce marketing costs, improve marketing efficiency and ensure the realization of the company's marketing strategy and development strategy.