| After AIA Insurance Company introduced Agency-Rules of life insurance sales into China from 1992,the quantity of sales agents of various life insurance companies increased rapidly.The rapid expansion of the insurance marketing staff was accompanied by the reduction of the overall quality of the personnel and the lag of management.With the development of social economy and the improvement of people's living standard,the traditional life insurance marketing mode has been unable to meet the increasingly diversified insurance demand of consumers.Especially after the life insurance market in China has been completely liberalized,the domestic life insurance industry is facing the huge impact of foreign life insurance companies.To adapt the life insurance marketing mode to meet the needs of consumers,it has become the key means for the life insurance company to improve the competitive ability and expand the living space.This paper is based on the multi-angle analysis of the Aeon-life insurance company's marketing model,which is the first domestic consultant marketing model in China.It is supported by the theory of "STP" marketing strategy analysis.In order to promote the broadcasting and further research of the consultant marketing model in the Chinese life insurance market,the value and the existing problems in the life insurance business are positive and valuable.The research ideas are as followed: the research background-the theoretical basis of the study-the analysis of the environment in the company-the status quo and the analysis of the problems-the scheme design and the optimization proposal-the guarantee measures for the implementation of the proposal-the conclusion and the prospect,which are divided into seven chapters.The purpose of this paper is to analyze the problems encountered in the practice of the consultant marketing model,and to give the scheme design and optimization suggestions as well as how to ensure the smooth implementation of the scheme. |
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