Research On The Optimization Of Individual Agent Sales Channels Of HX Life Inner Mongolia Branch

In recent years,China’s life insurance industry premium scale ranks in the forefront of the world.With the continuous improvement of residents’ income level and the gradual increase of people’s demand for security,the aging of the population is accompanied by the increasing incidence of diseases,mortality and medical expenses.The 13 th Five-Year Plan outline and the "Ten Articles of the New Country" point out that by 2020,the demand for economic and social development will basically be built to meet the needs.In the modern insurance service industry,life insurance consumption continues to escalate.According to the statistics of China Banking Insurance Regulatory Commission,there are 85 life insurance companies in China in 2018,10 more than in 2016,indicating that China’s life insurance industry is in a highly competitive state.HX Life Inner Mongolia Branch was established in 2008,and ranked second in premium of Inner Mongolia Regional Life Insurance Company by 2018.In view of the fact that the insurance depth and density of Inner Mongolia Autonomous Region are far below the national average level,and there are currently 17 main branches of life insurance in the regional market,how to improve competitiveness is the focus of attention of enterprises.This paper takes HX Life Inner Mongolia Branch as the research object,uses interview,investigation,literature analysis,PEST analysis and other analysis methods to analyze its existing marketing channels.On this basis,it puts forward the optimization strategy and implementation guarantee for the company’s personal agent marketing channels.This paper mainly draws the following conclusions:1.In order to solve the problem of single channel,this paper puts forward diversification development strategies: integrating traditional and new channels,expanding channels,helping agents to realize diversification of platform;upgrading consumption experience to open up channels for introducing customers,improving the service system of old customers,and realizing customer-to-customer through sharing customer resources.2.In view of the insufficient development of customer demand,this paper puts forward the strategy of providing individualized service centered on customer demand: developing fast and convenient service system to bring customers extreme service feeling;building a product mix system to meet consumer demand,through flexible product mix,according to the diversified needs of customers,making targeted combination,meeting customer demand and strengthening the company.3.Aiming at the problem of improving sales skills of agents,this paper puts forward strategies for optimizing sales ability: improving the quality of sales team,attracting high-quality talents by the basic law of management with advantages,strictly controlling the entrance threshold for recruiting new recruits,optimizing the quality of agents team;improving sales ability by training as a carrier,formulating targeted classification training system and training assessment model;and using incentives as a means.Encourage the ability to improve,around the basic law to encourage the promotion of agents,to stimulate the willingness of agents to enhance.