我国寿险公司营销渠道策略探析

Analysis of Marketing Channel Strategies of Life Insurance Companies in China

随着我国保险业营销渠道不断走向多元,各寿险公司也构建了差异化的营销渠道策略。本文选取了80家寿险公司为研究对象,根据业务性质、资本结构以及保费收入规模进一步细分为大型寿险公司、中小型寿险公司、外资寿险公司、养老与健康险公司,并对不同类型人身险公司渠道策略进行了比较分析。最后对我国寿险公司营销渠道发展趋势进行探讨。

As the marketing channels of insurance industry continue to diversify in China.Life insurance companies have established different marketing channel strategies.This paper selects 80 personal insurance companies as research objects,then subdivides them into large life insurance companies,small and medium-sized life insurance companies,foreign life insurance companies,pension and health insurance companies according to the nature of business,capital structure and premium income.The insurance company,s channel strategies are compared and analyzed.Finally,the development trend of marketing channels of life insurance companies in China is discussed.