| Being restored in 1980, China's insurance industry has got a rapid development through 30 years. According to the first academic insurance regulation,"Insurance Law of China", property insurance and life insurance should be managed dividedly. In 1996, People's Insurance Company of China carried out separation for the first time. In 2002, Ping An Insurance Company of China issued separating announcement. During the six years, separation of property insurance and life insurance system was established basically in china. For a very long time afterwards, premium of insurance industry mainly comes from property insurance companies.AIA introduced personal marketing system to China in 1992. It is fast imitated by domestic life insurance companies. Personal marketing becomes main marketing channel of life insurance industry and enhances the fast development of it. Premium from life insurance companies is covering a larger percentage among total insurance premium. From 2004-2008, insurance premium form life insurance companies increased by 7%,14%,11%,22% and 49%,and its percentage among total insurance premium reached above 70% on average. When personal marketing system promotes the fast development of life insurance industry, deep contradiction and problems brought by personal marketing management mode are gradually exposed, which has plagued operators day by day and has become bottleneck in the developing process of life insurance. Being faced with such situation, it is high time to change current personal marketing management mode. But how to change and whether it succeeds are the crucial factors for life insurance companies to gain sustainable development.Choosing XH Life Insurance Company Jilin Branch as its object of study, the thesis firstly gives an overview to the company's personal marketing, analyzes the problems caused by this channel management mode and points out the roots of the problems. Using market segmentation theory, the thesis segments the individual life insurance market in Jilin Province on the grounds of the analysis of consumers'demand, and then selects the target market of XH Life Insurance Company Jilin Branch and makes market positioning. Then, the thesis analyzes the factors that affect the company's marketing channel management mode, including social economy, legal and regulatory policies and the corporate internal environment. In the ending part, the thesis re-designs the company's personal marketing channel and presents improvement solution of its channel management mode, proposing to converse the agents team according to two ways, one way to converse the agents to field sales staff of the company, the other to converse the agents to sales staff of XH's exclusive agency. Thus the current agent relationship is changed to employment relationship between sales staff and XH Life Insurance Company, sales staff and the company's exclusive agency. In the last chapter, the thesis advocates channel management strategy of training, motivating, evaluating channel members and resolving channel conflict so as to achieve channel target.Through study of personal marketing channel management mode in life insurance, we can see the necessity of improving current management. Many life insurance company administers also realize it, but considering incessant premium brought by the large agents team, they don't want to try reform at the loss of immediate profit. The thesis imposes improvement solution of personal marketing management mode through the example of XH Life Insurance Company Jilin Brach with the hope that it can provide thinking and reference for personal marketing channel reform of China's life insurance industry. |
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