Research on Insurance Marketing Strategy

Arbuy

Marketing, Honolulu University, Baltimore, 21201 

Abstract: Marketing theory originated in developed countries in Europe and the United States. In the last century, after the reform and opening policy was introduced in China in 80s. China began to explore the in-surance industry in 90s. In insurance practice, the development of insurance marketing of insurance compa-nies and plays an inestimable role, but also because of the different understanding of the insurance marketing theory and misunderstanding, also will produce different results, and even affect the sustainable management of insurance companies. This article from the importance of insurance marketing, the status quo of China's insurance marketing and existing problems, innovative insurance marketing strategy and so on to talk about the insurance marketing strategy of the early shallow understanding. 

Keywords: Insurance marketing; Strategy; Problem