A Life Insurance Company Consultant Marketing Model

The life insurance industry has kept at a fast developing speed in China since 1990s.In 1992 ALA introduced the agent insurance mechanism into China, thereafter the number of Chinese insurance agents has increased a lot. The troops of insurance marketing staff has fast enlarged followed by the lowered quality of whole staff as well as the outdated management, which means the drawback of traditional marketing pattern has gradually appeared. In the new competitive market environment,the demand of consumers for insurance is characterized by multi-dimension. The domestic insurance industry has been confronting with the big lash from foreign life insurance companies especially after the domestic insurance market completely opened up. To innovate the marketing pattern of life insurance as to meet the demand of consumer is an important method to improve the competitive ability of life insurance companies.Against this major background, researching and extending one creative style of insurance marketing patterns have a comparatively profound meaning to both the insurance industry's development and the marketing theories' evolution. Through analyzing the consultant-centric marketing pattern in A life insurance, which is the first insurance company implemented the consultant-centric marketing pattern, and based on relevant theories such as 'STP' marketing analysis, service marketing, relationship marketing as well as consultant marketing. This paper posts the value of consultant marketing pattern as well as existing problems in life insurance industry for promoting the advanced spread and deeper research in the life insurance market in China. The research route in this paper is to analyze the background and then, to demonstrate problems and study reasons and then, to find values and forecast tendency, so as to propose recommendations. The conclusions of this thesis are pointing out what kind of situation we can use the consultant-centric marketing pattern properly as well posting the aspects to be noticed when the companies use it. Besides those, the author considers that the consultant-centric marketing pattern can get extra benefits for corporations in constructing brand, developing consumers and helping other operations.