Rural Residents Hengyang Branch Of China Life Business Life Insurance Market Development

The Fifth Plenary Session of the16th Conference of China Communist Party put forward a new requirement to build a new socialist countryside, and emphasized again on the urgent task that solving the problem of people’s livelihood, and providing a happy life for people. As an important part of social security system, commercial life insurance is a conduct supplement and promotion for social insurance. In the face of new national development requirements and the rural market development potential, it is necessary to enlarge the development of rural life insurance market, and make new contributions on consummating the environment of farmers’health, pension, safety, sickness and other risk prevention.On this background, this paper reviewing some relevant theories, taking Hengyang Branch of China Life as the main body in the case, discussed the social and company value of exploiting rural commercial life insurance market Based on deep analysis of inner and outer environments that China Life are facing when exploiting rural commercial life insurance market, this paper tells the best tragedy which the company should take for its development. Then, this paper further designed a market exploiting project for Hengyang branch, and made detailed plans of exploiting target, stages, and measures. At last, this paper indicated some supporting measures that are necessary for implementing the strategy smoothly, such as human resources, finance charges, organizational structure, government’s support, etc.In this case, exploitation plan comes first, especially in the following five aspects:market segmentation, target market selection, product strategy choice, pricing strategy, channel strategy choice, promotion strategy choice, etc. Through studying on the case of Hengyang branch of China Life, the writer hope to give readers a macro understanding of China’s rural commercial insurance market, and provide a theoretical and practical reference of exploiting rural life insurance market for other areas and companies, speed up China’s rural commercial insurance exploitation process, and consummate the social security system.