The Analysis Of Advantage And Disadvantage Of The Main Mode Of Individual Marketing And Its Strategic Research In Chinese Life Insurance

Based on the theory of service marketing and internal marketing, in order to search for thefuture road for Chinese personal life insurance marketing, this paper makes a throughcomparison between the two successful insurance companies----AIA (Shanghai) and PINAN(Shanghai). The paper starts with the introduction of the theory of service marketing and internalmarketing, then introduce the origin of individual life insurance marketing system in China, itsthree periods development and its operation in Shanghai. First, the paper compares theirbackgrounds,administrative theories, and corporate cultures, hen derives their difference inmarketing strategy. Second,through the comparison of their agency setup,the management ofagents , and the marketing management , the paper draws difference in their marketingmodes.Based on the comparison,the paper firstly values the two marketing systems from theaspects of customers,agent,and insurance company, and then puts forward advice onimprovement.The improvement should marketing-oriented,emphasize personal sales andorganization development,clarify agent relationship,apply employee-management,and increaseagent quality and honesty by regularizing service and strengthening new-agent training.Theadvice will be of great value to the marketing management of Chinese insurancecompanies.Secondly the paper comes up with the solutions to the marketing problems in the twocompanies,that is,the agent.positioning problem in AIA (Shanghai) and the high loss rate ofagents in PINAN (Shanghai). Lastly,the paper provides Chinese life insurance companies andtheir agents with practical advice on future development on the basis of research and explorationinto Life insurance marketing systems in the developed countries such as the USA,Britain,andJapan.Our future marketing system should focus on independent broker and recourse agent with avariety of supplementary. Sales channels. The development of agents will rely on the innovationof agent organization and function and the legislation of insurance agency systems.