Life Insurance Agent Training System In China

In the life insurance market, the marketing channel includes life insurance company direct selling, individual insurance agent selling, unit agent selling, and the insurance broker selling, and so on. According to our national condition and life insurance characteristics, the life insurance agent system still is the most mainly and most common sales way. In this article, the life insurance marketing will focus on the agent sales system, mainly aim at the life insurance market, and for the purpose of satisfying the clients, to achieve the sales goal.Although life insurance starts late in China, it occupies more and more market share in total insurance market after one generation of agents'unremitting endeavor. As the life insurance market developing, our country's life insurance marketing has experienced three stages: From 1980 to 1992 product leadership stage, from 1992 (AIA entered in Shanghai) to 2001 (China joined in WTO) sales promotion leadership stage and after joining WTO to now the demand leadership stage. Nowadays, new competitors unceasingly join in China insurance market, market pattern changed from monopoly all by oligarch to monopoly competition. The whole says, all life insurance companies put more energy on developing individual insurance business, especially short-term business, enhance the life insurance the long-term sustainable development ability, and put the marketing will on the first place, try hard to expand the company's market share.Life insurance agent system made great contribution to China's life insurance development. When American International Assurance Group (AIA) entered Shanghai in 1992, also introduced the insurance agent marketing way into China. The operation way is that individual agent signs the agency agreement with the insurance company and does the insurance services for the company. The insurance company pays the agent corresponding charges, namely commission. The commission management mechanism which formulates above the compensation according to amount of work foundation, sped up various professional talented persons to enter the insurance industry steps. The current agent system has become the main domestic life insurance marketing channel.The agent system entered China insurance industry, brought the brand-new marketing theory, accompanied also accompanied by the new management, administration and employee system, which changed the traditional minds greatly. It aroused the employees'enthusiasm, strengthened public's insurance consciousness, propagandized and popularized the insurance knowledge, promoted to exploring the insure market, and also solved some people's employment problems.While the life insurance agent system guides China life insurance development positively, some serious questions also appear. "The huge crowd tactic" causes the jobholders overall quality not to be high; The agent service quality overall is somewhat low, agent quit rate stays at a high level, which affects the high quality persons'confidence to enter the agent troop, also affects the life insurance company's continuous management; there are seriously lack of high level marketing professionals with many year experience and rich life insurance knowledge.Presently, the competitions in life insurance market will transit for the product with services and the behind brand value competition. As the person to implement the high-quality service and promote the brand in life insurance marking, the agent is acting the very important role. But nowadays, the agent quality issue already became the bottleneck for Chinese life insurance healthy and sustainable development. We must carry on training our agents through the reasonable education system.The agent training work is not optimistic in domestic life insurance companies. Lots of companies haven't established a scientific training system; also there are some problems such as backward in training theory, disordered management, unscientific training course designing and developing procedures, lack of teachers and after-training evaluation and tracing so on.The domestic life insurance market needs professional life insurance agents with high quality, high efficient and high stabilization.. Setting a set of training program, choosing the agents strictly and training them all through their career will be the primacy in life insurance marketing. In the domestic fiercely competing life insurance market, how to improve the agent training program becomes the key point for the insurance company's sustainable development. As the reform deepens, breaking Chinese life insurance game rule and setting up the Chinese Standard on educating insurance agents is put to the first place. Combing industry resources, systematically building up Chinese life insurance agent education and training program will speed up the trust life insurance band and development greatly.Since China joined the WTO, China life insurance starts to the process of internationalization advancement. The agent training also must face the world, takes its essence, and gets rid of its dregs. After a comparative analysis life insurance agent training system of US, Japanese and the Taiwan area, the author proposed life insurance agent training system, which conform to our country national conditionA set of complete agent training system should include the training organization, the training object, the training way, the training plan, the training implementation and the training appraisal. Simultaneously it must follow the theory to connect with reality, to train the whole staff and the key enhancement, teach the students in accordance with their aptitude, emphasize the actual effects and inspire the agents'spirit. Establishing a set of scientific reasonable training procedure includes training demand analysis, training method choice, and training content structure. Finally the teaching effect appraisal and a series of other targets after training, makes clear what relative changes need to be in training courses, and provides a series feedback information flow to re-estimate education the training demand, thus provide the information for next stage training.As the Chinese life insurance market develops today, the marketing environment of emphasizing the service quality and paying attention to the clients'rights has been set up. Only establishing the professional agent training system can raise the life insurance agents with rich relative knowledge and considering for the clients. So the agent training, career planning, strategy utilizing, relationship accumulating and the team managing must be improved.Based on current Chinese life insurance training situation, the author proposed further countermeasure of our life insurance marketing training system.First, enhancing the agents'quality and stabilization to obtain the society's approval is the key requirement.Second, the reasonable division of labor and the superior supplementary exterior training market is important to impel the country's agent training development.Third, our insurance enterprises should change to the sole training content, put more knowledge, and the training must be systematizing, standardizing, long term and especially emphasizing the career morality, enhancing the agents'quality. Fourth, locating the agents'level and giving them the suitable key training content.Fifth, completing training plan and training ways, taking the training as the life insurance agents'welfares, to improve the studying well of the agents.Sixth, developing the high level marketing training courses satisfies the market demand.Seventh, introducing and raising teachers with high quality, clarifying the lecturers'responsibilities, makes training lecturers'career planning clear.Eighth, through training management monitoring system, regular approval and feedbacks of training can serve the company's marketing target maximally.Ninth, strengthening the public opinion guidance and raising the national insurance consciousness is the must way to proceed.