Virtual Value Of Property And Casualty Insurance Policy Analysis And Marketing System To Build

With the social and economic development of China, Insurance industry, being a special kind of social merchandise, gets more and more attention from all social strata, especially from the insurance supervisors, suppliers, and agents, which pay great attention to insurance marketing and systems. However, as an industry or a financial services industry, insurance industry differs from other industries in its marketing system due to its unique characteristics. The purpose of this thesis is to sum up the respective functions and characters of insurance supervisors, suppliers and agents by analyzing the forming, present situations and the existing problems of Chinese insurance market, re-defining some concepts of insurance products, insurance market and marketing, analyzing the causes and activities of the non-standard competition in present insurance market, and also the features of different market entities in this competition, and last building a mult-win high benefit property marketing system.The emphasis of this thesis is the theoretic advance and further analyze of the suppositional value of insurance policy. Other than the traditional analyze advanced by Philip. Kotler which applies the whole product concept directly to insurance marketing from the useful value angle, this research analyzes the particularity of insurance policy being a contractual financial product from the aspect of suppositional value (insurance premium). It is a new theoretic attempt to divide insurance policy's price into agent costs and products prices, which will help the insurance principal parties to understand and establish the procedures and systems of insurance marketing.On the basis of analyzing insurance policy's suppositional value, this thesis issues a new idea on establishing characteristics insurance marketing system according to Coase's theory on the distinguish between corporations and markets: establishing an insurance marketing system, which orients on direct sales by employees (direct sales department) and self-agent (personal sales department), emphasizes on independent agent (independent contractor representing an insurance mechanism ) in present reform, coexists with some resources monopolized industries as independent concurrent agent ( providing services for several insurance companies simultaneously), and limits the development of professional agents (insurance brokers); analyzing the heterogeneity and diversity of the insurance products in order to provide a free and just competition in insurance industry.