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Research on Improving Personal Marketing Channel Management Mode of XH Life Insurance Company Jilin Branch

Author: YangYanZuo
Tutor: WangXiQing
School: Jilin University
Course: Business Administration
Keywords: Life insurance Marketing channels Management model
CLC: F842.3
Type: Master's thesis
Year: 2010
Downloads: 163
Quote: 0
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Abstract


China's insurance industry since 1980 back in business three decades gained rapid development. Enacted in 1995, according to the insurance industry's first special legislation \From 1996 China People's Insurance first implementation of separate operation to 2002 China Ping An Insurance Company issued sub-sector announcement, our insurance products, life separate management system has been basically established, after a long period of time, China's insurance industry premium income main source in property and casualty insurance companies. In 1992, American International Assurance Company will personal marketing system into China, quickly emulated by domestic life insurance companies, individual life insurance sales marketing channels has become the main channel, to promote the rapid development of China's life insurance industry, life insurance premium income in the total premiums proportion gradually increased. From 2004 to 2008, life insurance premium income growth of 7%, 14%, 11%, 22%, 49%, of the total premium income in the proportion reached 70%. Individual life insurance marketing system in promoting the rapid development and growth, while its channel management model brings a variety of deep-seated problems have been exposed, and increasingly plagued by industry operators, the life insurance industry as a constraint to further development bottleneck. The existing personal marketing channel management model to improve imperative, and how to improve, improve the success or failure is determined whether life insurance companies in the increasingly fierce market competition environment obtained key to sustainable development. In this paper, XH Life Jilin Branch as the research object, first introduced the XH Life Jilin Branch personal marketing channels, analyzes of individual marketing channel management problems and causes of the problem; using marketing market segmentation theory, individual life insurance market in the analysis of consumer demand, based on the individual life insurance market in Jilin Province had broken down, and then select the XH Life Jilin branch target market and market positioning; analyzes XH Life Jilin Branch Personal Marketing channel management model factors, including socio-economic factors, legal and regulatory policy factors and internal environmental factors; Finally XH Life Jilin Branch personal marketing channel has been redesigned, proposed marketing staff teams of two yuan conversion channel management model improvement program, part of marketers coming into XH Life Jilin Branch of field sales staff, the other part into the exclusive agent XH Life sales staff, marketing staff and change the current agency relationship XH Life Insurance Company for the marketing staff and XH Life Its exclusive agency employment relationship and presents the channel members train, motivate, evaluate and resolve channel conflict channel management measures in order to better achieve channel objectives. Through individual life insurance marketing channel management model studies, we can see improvements to the existing management model has inevitability. Many life insurance company managers also recognize this, but considering the huge marketing team members brought a steady stream of premium income in front of vested interests rather than sacrificing a bold attempt. In this paper, XH Life Jilin branch, for example, to give personal marketing channel management improvement program, hoping for China's life insurance industry reform personal marketing channels to provide ideas and learn from.

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CLC: > Economic > Fiscal, monetary > Insurance > China's insurance industry > Insurance organizations
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