Research On The Life Insurance Industry Marketing System Innovation

In this thesis, a series of problems appeared in domestic insurance industry during the development process, in particular, the problems caused by the marketing system are:the insurance industry premium growth downturn, agents high mobility.Analyzed marketing system for the insurance industry at home and abroad and various marketing system features, including direct sales system, the agency system and intermediary system, and gave a simple analysis of the advantages and disadvantages of the various systems. Personal agent system for the rapid expansion of China’s insurance industry to accelerate the emancipation of the development of the insurance industry in China has trained a large number of insurance industry professionals, improved people’s awareness of the importance of insurance. Personal agent system also produced some drawbacks: insurance agents are in unclear legal status, low salary and benefits, employees pressure.Take China life as the case, an investigation into the company’s situation, especially marketing system research, and analyzed the existing marketing system problems, such as:the insurance agent system is lack of efficiency, unreasonable commission assessment indicators, commission extraction mechanism is unreasonable, the legal status of insurance agent, the system of incentive constraint mechanism is not reasonable, lack of impartiality. Against the present company personnel fluidity, problems such as lack of sense of belonging, put forward to establish long-term assessment mechanism, long-term compensation plans, establishing the life insurance university, in view of the "five risks a gold" marketing staff social security problems, put forward the establishment of an independent sales company receives code solution.Analyzed company’s marketing system by case, mainly in the following aspects:the establishment of dishonesty and illegal punishment mechanism, establish a reasonable incentive compatibility mechanism, reform of the insurance agency market mode of operation of the system in the long run, the insurance agency market run a professional agent should be based. Expand marketing channels, strengthen the construction of network marketing system, the establishment of direct counter system, the establishment of community-based insurance marketing outlets。...