Ping An Of China Datong Center Branch Regional Exhibition Service Marketing Strategy Research

Since the reform and opening up, China’s insurance industry has achieved great development. At present, the insurance agent system is the main way of the insurance company for the insurance business. As a special group of the industry, Insurance agent although have made great contributions in the development of life insurance industry, the system gradually exposed the drawbacks in the current market. For example, the contract which insurance agents signed with companies is not the traditional sense of the labor contract. The legal position of insurance agent is not clear and the sense of belonging is not strong, resulting in higher insurance agent mobility and serious orphan policy phenomenon. The early high commission system, which makes the insurance agent are wild about immediate interests and new sales and ignore the customer service, leads to decrease in the satisfaction of customers. The insurance company will perform development depending on the enhancement of agent and want to occupy the market through the huge-crowd strategy, so they pay more attention to "quantity" and ignore the "quality "in the process of hiring agents, resulting in the low quality of the agent. As the carrier, China Ping An Life Insurance Industry take the introduction of "regional service" system, which not only solves some shortcomings of agent system, but also enhances the delivered value of the employees. Ping An of China Datong Branch is a level three organization. The District Extension Department founded in2009. So far, it has tentatively up more than120agents. The team have a place in the high activity rate, good service and quick organization development in the institutions, but in the process of development, some problems are gradually exposed. District extension culture gradually merged with the marketing culture. Regional development system has lost the original value.Basing on the service marketing theory, this paper analyses the sustainability of the development in the future market, put forward the current problems, try to return to the source, lead the core spirit into the team, solve some problems of the agent system, and establish a marketing team which is long-term stable and sustainable.