PingAn Lnsurance Company Of China(life Lnsurance)——Service Marketing Management Analysis

This text is composed of two parts: case description and case analysis. Case description makes a brief introduction to PingAn Insurance Company of China, who introduced the marketing system to the insurance industry and made it very popular among the industry. At the same time, this marketing system has some negative effect on the stability of the sales teams. With the change of market environment, PingAn supplied more new products to the customer , and put emphases on the promotion and image improvement. Mr. Zhang Jun ,a sales representative, whose experiences has mirrored the opportunity and problem of the life insurance marketing. Case analysis of Part Two first introduced the background information on the global insurance and Chinese market environment, and exposed some problems behind the case description. Then the author makes further study of these problems through the detail analysis of the consuming behavior of the life insurance. After that, the author applied the Gap Mode of the service marketing to the diagnosis of the PingAn marketing activities, and proposed some solutions. Finally, a set of business strategy is put forward under the integration of the marketing triangle mode.