Innovations on the Channels of Life Insurance Marketing

摘要

With the increasing number of subjects of insurance, the market competition becomes more and more fierce. Also, with the increased homogenization tendency of products, price and advertising nowadays, the innovation of marketing channel has become a major concern of the insurance industry and the source of establishing sustainable competitive advantage. This paper analyses the different characteristics of the insurance marketing channels and investigates the current status of China's insurance marketing channels. It also proposes some innovative strategies for insurance marketing channels.