The purpose of this paper is to provide useful implications for developing multi-channel strategies for insurance companies and bancassurance strategies for banks. In order to find out valuable information on multi-channel strategies the market share of new distribution channels such as DM and bancassurance is forecasted. The reasons for changing distribution channel from traditional one to new ones are also analysed.
In terms of the market share, DM channel in the long-term accident insurance, the saving-types insurance, and the whole life insurance will be more than 10% in the long-run. Banks will dominate in the saving-types insurance and the personal pension.
With regard to the reasons for changing distribution channel, we consider two aspects: the unsatisfactory factors from the traditional channel and the attractive factors of new channels. The quality of service and the level and coverage of benefits are more important factors than other factors such as the level of premiums, rate of returns, and solicitors' expatiation. The marketing strategies of traditional channel focused on the service and benefits are thus recommended to appeal to customers. The attractive factors of bancassurance and DM are stability and low cost, respectively. It is thus desirable for the new channels to plan marketing strategies emphasizing the attractive factors.