Life Insurance Marketing Mode Research On PA Insurance Company

Insurance marketing develops with the developing insurance industry, since 50's in 20 centuries, some insurance enterprises of western developed countries started making use of the idea of market marketing to guide the operation activities of enterprise. Up to now, insurance marketing become more mature and perfect, marketing strategy and marketing mode are continuously innovative.In our country, insurance industry started lately, the insurance marketing exists the concentration and likeness rate of the insurance product are very high, the marketing system isn't perfect, marketing operation is not norm, the innovation of marketing mode is shortage etc. Under the background of economical globalization, in our country, insurance market has already opened completely at the end of 2004, making the competition between Chinese and foreign insurance enterprise turns intense. Because the characteristics of the same quality of insurance variety, the link of insurance management in different countries has no big differentiation, the key of success lies in service quality and marketing level. The PA insurance company is the second Chinese insurance company in our country, guiding it adapting to the new situation, improving marketing mode and raising marketing level is the problem needed to be resolved urgently.Considering the issue of above-mentioned, the writer analyzes the content and characteristics of insurance marketing and puts forward the theories to be the foundation of full thesis, such as the center of customer and the chain of service profits etc.. Then, the analysis of the experience of insurance marketing in the developed country will be regarded as the reference of PA Insurance Company. Then analysis the present life insurance marketing operation mode of PA Insurance Company, and analysis the environment of the innovation of life Insurance marketing mode about the PA Insurance Company, and combine the life insurance market place, the author choose the innovation of the life insurance marketing mode of PA Insurance Company in the end, and choosing the different marketing mode for the lifeinsurance market. According to the necessary of study, the author used the theory deduce, the comparison of international marketing mode in different counties, testament, SWOT analysis, and so on.The innovation of the research is: Using the insurance marketing theory to put forward the speciality of insurance merchandise, then analyzing insurance marketing to emphasize active more, pay more attention to the relation marketing of norm characteristics, pointing out the key which the insurance marketing is the center of customer. According to the on-the-spot investigation, exposing the shortage of marketing mode in PA insurance company, such as market blank of merchandise, the innovation is not enough etc. Applied SWOT to analysis the inside and outside environment of the innovative mode of the life insurance marketing of PA insurance company, putting forward all kinds of life insurance marketing mode of the PA insurance company, such as special company, network marketing, telemarketing, education marketing and spoken marketing etc., and giving the suggestion of an application.