| Life insurance individual marketing channel has developed for more than20years. With the introduction and development of individual agent system, Chinese life insurance premium income increased from6.4billion Yuan in1991to1.016trillion Yuan in2012, and in2010, the scale of life insurance premium in China ranked No.5in the world, which developed so quickly. But it should be noted that the situation of Chinese life insurance marketing team is not as expected, with its extensive management, poor quality and weak stability. Such expansion mode, depending on the agent added, is subjected to a vicious cycle and buries a hidden danger to the long-term development of insurance corporations. It deeply reflects that the life insurance individual marketing channel needs to be integrated, operated professionally, and cooperated with the whole industry.The study of life insurance individual marketing channel has important theoretical and realistic significance. First, the existing studies of life insurance individual marketing channel optimization and promotion are rare, and mainly focus on life insurance marketing system reform with such perspectives as the principal-agent oriented incentive constraint mechanism, the enterprise organization management, international experience for reference, the mediation development. In this paper, the life insurance marketing staff construction is the important content of the reform of the personnel, which is not only beneficial to widen the research vision of the channel of the insurance sector and marketing, but also enriching the connotation of the life insurance individual marketing channel optimization. Second, for individual and family, personal life insurance products are special kind of financial service products, which serve as an individual’s risk aversion and the important tool of risk management. Life insurance individual marketing channel transfers the personal life insurance products from the potential demand into reality one, and plays an irreplaceable role in promoting long-term safeguard and deposit product. The optimization of the life insurance individual marketing channel can make the insurance financial planning on individuals and families tend to be more perfect, in accord with the requirement of insurance consumers’ rights and interests. Further, Chinese life insurance is at an important stage of industrial upgrading, which requires that the management of life insurance should return to focus on safeguard, from driving its growth by premium scale oriented and extensive channels to developing connotatively by taking the customer as the center. This paper rises the problem of the marketing team to study the development of personal marketing channel, which it’s helpful to change ideas of insurance industrial management, and improve their own core competitiveness. Finally, from a macro point of view, the construction of personal marketing channel connects with the matter of employment involving more than3million people. If let it continually develops, it is likely to affect the social stability and the sustainable development of the life insurance industry. This research hopes offer some reference for the policy level.Multi-channel is Chinese life insurance sales form. Among them, the personal marketing channel is the core of the life insurance marketing channels, with "one-to-one" sales model for individuals and families to provide insurance consulting, to match the corresponding insurance products, and to meet the needs of consumers on the personal risk. In this paper, the optimization and upgrading of personal marketing channel is to establish a professional sales team, in overall-directional, multi-angle and comprehensive to build the sales team with a good professional morality, well professional quality, clear career path and the sustainable development. Based on historical research and comparative study, this paper takes a research on the mode, the characteristics and the development trend of our country life insurance individual marketing channel management.First of all, this paper reviews the development of Chinese life insurance individual marketing channels, analyzes the basic situation and existing problems of marketing team, and points out that the incentive-restricted mechanism of the current life insurance individual marketing channel-commission entrusted agency system and hierarchy system-does not adapt to the development of society and economy. Its core lies in the reconstruction of the system and management mode. From a macro point of view, the author uses PEST model to analyze the driving factors of the optimization of life insurance personal marketing channel, compares the life insurance individual development, highlights and effects of the evolution of marketing channel in Japan and Taiwan, refines some aspects worthy of learning and finally puts forward countermeasures and suggestions to the optimization about domestic life insurance individual marketing channel.The content of this paper consists of five chapters.The first chapter is the introduction. It elaborates the background and significance of the research, and it also reviews the results in domestic and foreign researches, finding the lack of previous studies and providing the breakthrough point of innovation for this article. It analyses the existing research train of thought, innovation and shortage.The second chapter is the development and evaluation of Chinese life insurance individual marketing system. Part of this chapter is the basis of the whole research. Firstly, it carries on the simple summary of the evolution process of the development of the Chinese life insurance individual marketing channels and the basic present situation of marketing team, analyzes its existing problems and points that it suffers a vicious cycle of development.The third chapter is the optimization of life insurance individual marketing channel and its driving factors. Based on the perspective of industry development, this chapter points out the connotation, objectives and tendency of the life insurance individual marketing channel optimization in this paper. Finally, it explores the significance and necessity of the optimization of life insurance individual marketing channel from three aspects as the social development, insurance industry and operators.The fourth chapter is the reference experience of life insurance individual marketing channel development in Japan and Taiwan. This chapter focuses on the evolution, reform experience and results of life insurance individual marketing channel in Japan and Taiwan, and refines the instructive revelation to our domestic one.The fifth chapter is conclusion and suggestion. On the basis of the above research, the author summarizes the research conclusion, and puts forward proposals to guide with macro policy, to improve industry self-discipline mechanism, personal information management system of marketing channel, marketing channel specialization management, and standardize trade flow pattern in the mesosphere industry association, to establish independent third party insurance transaction platform, change from the training concept, integrate multi-channel resources, be guided by market segment classification, in order to build up a professional marketing team.The paper has the following innovations:The innovation is on research perspective. The existing domestic researches on life insurance individual marketing channel mainly focus on life insurance marketing system reform with such perspectives as the principal-agent oriented incentive constraint mechanism, the enterprise organization management, international experience for reference, the mediation development, and the study of life insurance individual marketing channel has been started but not in system. Research of this paper attempts to apply the research framework of marketing channel management systematically study the issue of life insurance individual marketing channel. Based on two dimensions-macroscopic and microscopic, this kind of research establishes a relatively complete research framework of life insurance marketing channel.At present, the researches on the separation of production and sales mainly support the creation of exclusive insurance sales company or professional agent company, but in fact, the management system of personal marketing channel marketing staff inherent disadvantages did not change, and it also increases the operation cost. The author suggests that for practicing the future innovation of professionalization, it should establish independent third party trading platform, to transform the traditional management idea and management system. Also, from the perspective of financial planning, it’s essential to establish a comprehensive professional marketing team in all-round and multi-angle. |
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