In 1990s,the government allowed the new issurance company established, the market of financial had been changeable during that time. That made the insurance business became unstable and unpredictable. The boundary of insurances, securities, banks, and investment were difficult to distinguish after the law of Financial Holding Company assented on July 2001.The agency channel is the main distribution channel of the insurance business which can not satisfy for the competition of the market any more. So every insurance company is forced to open another channel (new type channel) in order to develop market.
The huge variation of the financial environment has an unpredictable influence on the market of life insurance. Therefore, it brings a significant change to the strategy of marketing as well. The traditional way of marketing─personnel marketing─ already can not meet the competitive needs of life insurance. Every life insurance companies face the threat of high staff floating rate and high cost. They now give every effort to expand other marketing channels in droves to gain large profits.
The outcome of this study shows: 1.The development of marketing channel for life insurance is toward diversification: By multiple channels, they can enter different markets rapidly as well as reduce the cost of developing new customers. 2.To control the marketing channels is beneficial for promoting business achievements: to control the marketing channels efficiently has a positive effect on life insurance companies. When there is a conflict to marketing channel systems, there is a favorable adjustment to the life insurance company. 3.The capability of integration influences the overall effect: if integrate appropriately, it will bring an overall effect. The sales will multiply. If it suffers a setback, the whole system might collapse. Whether the integration of banking and holding company system or the integration of partnership have the same significance.
