Abstract: Is the life insurance products homogeneity serious? This problem in China had reached a consensus for a long time. The majority view from the theorists and practitioners tells us that life insurance products of high homogeneity are one of the main reasons of impeding rapid growth of industry. In our opinion, there is insufficient evidence for this view. Because the current author's conclusions are almost intuitive feel, and lack theoretical and empirical basis. To prove the issue, we randomly selected two life insurance company's products and compared directly. Meanwhile, we also designed homogeneous index in order to scale the most products contract terms of the life insurance company on the market. After clarifying the concept of life insurance homogeneous products and comparing by case and homogeneous index, this paper found that life insurance products is not high degree of homogeneity, and high homogeneity isn't the primary factor for restricting our country’s life insurance product innovation. In order to change the current bad image of product homogeneity competition, breaking growth bottleneck, life insurance companies should innovate in the aspect of marketing channel, brand publicity, and value delivery by implementing differentiated development strategy.

摘要： 本文在厘清同质产品概念的基础上，比较分析寿险公司产品的保险责任、投保年龄、保险期间等，并构建同质指数，结果发现：我国寿险公司产品的同质程度不高。产品同质化并不是制约我国寿险业创新发展的首要因，寿险公司要突破增长瓶颈，应在营销渠道、品牌宣传和价值传递等方面积极创新，实施差异化发展战略。