Haier New York Life Insurance Company Based On Demand-driven Marketing Model

Under the new situation that China's accession to World Trade Organization, Chinese insurance industry has met unprecedented development opportunities, as well as facing more violent market competition. As a famous Sino-foreign joint venture, how to grasp the opportunities, to meet challenge and to further exploit life insurance market on the use of needs based system, that is NBS, has been a key subject for the Haier New York Life Insurance Company.This paper studies the evolvement of marketing model as well as the current marketing model. It pays more attention to the analyzes the present insurance market environment in China, and analysis of current marketing model on the basis of Haier New York Life Insurance's SWOT Analysis. The paper researches into the reason why choosing the NBS(need based sales) as the company's current marketing model, as well as its framework, key points and existing problems, and puts forward key points and implementation suggestions of marketing model of Haier New York Life Insurance. In market environment analysis, mainly through combination of humanistic, economic, natural environment as well as technical status quo and tend, this article draws a conclusion that there is a greet demand of insurance and big potential in China. Through the analysis of existing market model and its strengths and weakness in Chinese insurance market, this paper boldly predicts that the Chinese insurance market future will based on the NBS, supplemented by other marketing model and the coexistence of a variety of marketing mode situation. In the SWOT Analysis, through analyzing the interior and exterior resources of the company as well as the status quo of Sino-foreign joint ventures, it summarize the strong points of talents training, brand recognition and marketing model, as well as the limits of capital, interior coordination, rights of exercise control and interests. Considering the Haier New York Life Insurance and based on the need based sales, it focus on the framework and key points of marketing patterns such as, product development, sales system, service system and so on. The paper arrives at marketing model tactics: in species tactic, developing new kinds of life insurance on the premise of strengthening customer's needs, combining and packing every sort of insurance kinds. In sales system, making use of the favorable training system, improving the agent's professional skills, tailoring individual, family, corporation financial security plans to client's needs. In service system, improving service quality on deepening customer's needs orientation. Finally, the thesis provides implementation suggestions of marketing pattern: constantly improving operation flow, developing NBS from different ways, carrying out talents tactics, establishing corporate culture full of cohesion, setting up and perfecting informatization of marketing system.The ideas and points studied in this paper will work on the development of Haier New York Life Insurance Company to some extent, and contribute to establishing effective marketing pattern and fostering healthy marketing outlook.. I am also looking forward to ride on the crest of success and great strides on its development.