Based On The Concept Of Marketing Services To Improve The Insurance System Of Individual Agents

The insurance is a kind of invisible, take the risk as object merchandise. In essence, it is a kind of service. In addition to having the common characteristics of the service profession ( invisible,can't separate,can't store,Heterogeneity), the insurance service still has some characteristics of itself, such as not thirsty,latent requirement,long-term,special exchange for trade and so on. This basic decision the insurance marketing is depend on the quantity of service and depend on the person who provides the insurance service. The insurance industry service level is not high, the customers can't get the fit service, this cause latent customers complaint and guard against the insurance. Though lots of residents to make a phone call to the insurance company everyday show that they want to buy insurance, would not like to tell personal own circumstance for fearing to be subjected to harass and mislead. For long, the misunderstanding of the insurance companies for people is more and more deep. Most of the insurance companies adopted the Personal insurance agent system as their sales methods. Personal insurance agent has three main functions: creating new business, retaining existing business and provide services for all customers. Therefore, the agent can be simple functions divided into two categories: service and marketing. Current insurance agent system defects is early high commission system, which greatly improved the personal insurance sales agents enthusiasm. But only bring off new business incentives, and the late service on the lack of incentives; This commission system can easily lead to personal insurance agent short-term, a lot of surrender, serious impact on the credibility of insurance companies. Insurance companies marketing of recruitment selection methods are very creative, the task of the Marketing recruitment is give to operations manager, for them to complete the recruitment. And insurance companies also give them the Premium while they finish the task of recruitment. This method of the staff recruitment emphasizes the "quantity" neglected "quality."This paper use of services marketing staff and customers theory analyses insurance agent system. We should treat insurance agents as their employers. And from several different angles analyze the importance of the insurance agent in the service industries. Agents direct contact with customers, and they are the frontline of the Insurance and each has its own staff behind fixed customers. This shows that the insurance companies should concerned about the growth of agent, so that each employee has to establish professionalism and to ensure that the successful of the marketing. Only in this way, the insurance company will pay more attention to insurance agents to find ways to serve them and to convince them to stay. In general, 50% - 80% of company profits from 20% of the total number of loyal customers. We can simple conducted: insurance companies 50% - 80% of sales will come from the 20% of the total sales of the personnel. For service marketing concept, the paper think that an increase in basic salary means increase the costumes value. Pure commission system is very difficult to attract talented people outside insurance companies to come. This commission system already has powerful incentive to those who have resources to sales, but not incentive those people who have not engaged in sales. Therefore, between the insurance companies have frequently staged "headhunt" scene. Establishing basic salary + commission + long-term incentive plan services model to attract the talents, to solve "headhunt" issue between the insurance companies, and insurance should reduce the conflict and pressure. The problem of recruitment agent should take the road of the elite. As the service staff is the decisive factors that means selection suitable agents is very important to the insurance companies. Establishing cost -- sales model analyses choose outstanding agents is good for development of the insurance company. Choice of high-quality insurance agents and take them along the elite of the road also conducive to personal growth. The agent training should also strengthen the insurance company culture, psychological quality of the training, so that the agents willing to accept the values of cultural of the insurance company, and learning how to deal with the rejected; In addition, the insurance will efforts to create a good working environment. for agents exchange their ideas, and listen to their views, such as a heart-to-heart, managers receive visitors, and so on. Change some unreasonable appraisal system, ease the pressure of agents. So that they can input themselves better into work. And make higher value for the insurance company.The structure of this paper is divided into four chapters :The first chapter introduces the features of insurance services, through analysis of these characteristics knows Insurance Marketing should improve quality of service .And surveys show that the level of insurance services is not high.Chapter 2 introduces the major flaws of the China's current personal agent systems.Chapter 3 introduces the service marketing theory. From analysis of the marketing theory knows the service staff plays very important role during service process. The customers judge the quality of service is accord to their interaction. Service staff facing conflicts and pressure needed to be solved. Careful analysis of the demand of the staff has a positive role.Chapter 4 is mainly based on the relevant service marketing theory analyses how to solution the existing system of the agent. The system of Personal agents about their recruitment, training, pay and other aspects needed to be improved.This paper is from a new perspective to look at the existing system of agents. Use related theoretic of marketing services analysis knows the services staff for raised the profits has a positive role. Proposed the concept of staff value and use this concept analysis of existing insurance agent system and final proposed established increase basic salary and established long-term service award system to encourage agent stable development.