The Competitive Tactics Research Of Personal Business Of Tai Ping Life Insurance Co., Ltd.

Since the domestic insurance business of our country resumed in 1979, has got considerable development. As China joined WTO, China opened the insurance market in an all-round way in 2005, the market competition pattern of insurance of our country is changing deeply. Since Tai Ping Life insurance Co., Ltd. resumed in 2001, has obtained certain achievement in personal business. But facing the fierce life insurance market day by day of the competition, personal business is facing the challenge of the market. The design and implement of personal business competitive tactics seem to be for important and urgent.This paper regards personal business of Tai Ping Life insurance Co., Ltd. as the research object, fixing attention on building personal business competitive predominance. Through social investigations and collecting and analyzing a lot of date, using the basic theory, basic system and basic tools of strategic supervisory and personal business, I have a foothold of the company practice, adopting the research method of combining the theories with fulfillment and quality with quantity, all-around analyzing company internal and external surroundings, finding out opportunity and threat of personal business, objectively estimating strong and weakness. On the base, I design the personal business competitive tactics according to personal business object orientation in company, the primary condition that personal business development need and the character of personal business, guiding our company grasping opportunity and accumulating the development both of sales staff and sale, building specialized operation and excellent service brand in the complicated and more competitive market surroundings.The paper points out that our company personal business competitive tactics are variant tactics, including emphasizing on high-income people produce assembled tactic, combination quality and quantity sales staff development tactic, making customer in promotion tactic, using heart service tactic and variant brand tactic. There is certain actual reference value to the personal business of Tai Ping Life insurance in this paper and already has certain innovative meanings to the development of the personal business of life insurance industry.