China Insurance Marketing System Developing Study Based On The Hall Three-Scale System

With China entering into WTO, the Chinese insurance industry has been facing more and more challenges from home and abroad. The problems, such as limited variety of products and creative capability, especially the poor Marketing strategies and ideology, lead to the disadvantageous status of Chinese insurance company comparing those overseas. Thereafter, increasing the core competence of the Chinese insurance company is an essential task. Comparing those successful insurance companies from overseas, the core competence of those companies are mainly advantageous ideology and marketing strategies, and more important is the profound insurance marketing strategy system., while the Chinese companies only have limited and integrity ones. In order to change the status of Chinese insurance companies, the thesis focuses on the insurance marketing theory and system science theory, and deal the thesis mainly to 4 parts based on the Hall System theory as follows:1. Environment analysis of the system ---- Chinese insurance industry analysis. This part includes the environment scanning of the characteristics of Chinese insurance industry and market structure, PEST analysis, and SCP analysis of the industry so as to pave the way for the latter parts of the marketing system2. Analysis of the basis of the insurance marketing system. This part includes literatures from both system science and insurance marketing.3. Developing the Chinese insurance marketing system. The system is dealt into 3 scales, including horizontal resources scale, which incorporates personnel system, Ad system, Public system, and inspiring system, vertical system which includes pricing, channel, product system, and timing system. Those three scale are the main structure of the marketing system.4. Real case of the marketing system so as to make the system into real use. The thesis choose one insurance company as the case of using the system dealt in the former part.All in all, through the parts above, the thesis try to develop a proper insurance marketingsystem to contribute to the Chinese insurance industry.