With the continuous reform and opening-up of China's economic development, China's insurance industry has entered a new stage of deepening reform, all-round opening up and rapid development. The insurance industry has been serving more and more economic and social fields and shouldering more and more social responsibilities. While exploring the insurance path with Chinese characteristics, we should ensure people's livelihood, pursue scientific and sustainable development and serve the whole society. At present, China's insurance market is still in the transition from monopolistic market to competitive market. This change has brought about great changes in consumer behavior. Traditional marketing mode faces great challenges and poses greater challenges to marketing mode. Therefore, adjusting marketing strategy is of great significance to stimulate the healthy development of insurance industry. This paper discusses the future development of China's insurance industry by analyzing the current situation of domestic insurance industry and the highlights of foreign insurance industry.