| In the beginning of the new century, the progress of China joining in WTO (World Trade Organization) has been speeded up. The Chinese insurance market is expected to be inevitably opened in the foreseeable future. Joining in WTO means Chinese insurance industry will become a member of the international insurance system and at the same time have a lot of new chances and meet a series of challenges. As the competition from the foreign counterparts is becoming more and more fierce, how to set up an effective marketing system of insurance has been the focus of domestic insurance industry. However, it is a short time since the marketing theory was introduced into the Chinese insurance industry in 1992. A few studies have been done in this field. Therefore, the author would like to discuss the topic of life insurance marketing system. Through the comparative study of the life insurance marketing systems of the foreign countries, this research means to find out which type of life insurance marketing system is the best choice for China.This dissertation consists of 3 chapters.Chapter 1: Life insurance marketing and life insurance marketing system.This chapter is the theoretical basis of the dissertation. Looking back through the existing research, we can find out that there is some deviation in the understanding of life insurance marketing system. For this reason, the definitions of life insurance marketing and life insurance marketing system are given at first. Definitions:1. Life insurance marketing is the summarization of human activities related to life insurance market. In other words, life insurance marketing is the management process of the life insurance company which aims to exploit the insurance market. This process includes five steps: consumers' need recognition, product design, price design, distribution decision and promotion decision. 2. Life insurance marketing system is the summarization of the distribution channels and organizations of life insurance products adopted by a country or a region.Chapter 2: International comparative study of life insurance marketing system.This chapter introduces the life insurance marketing systems used by some foreign countries. In this part, the author not only illustrates "what it is" in these countries but also analyzes "why it is". Comparing the differences among them, we can come to the conclusion that the life insurance marketing system of a country or a region is determined by its own situation. Section 1: The life insurance marketing system of America.Agents are the center of life insurance marketing system of America. The supervision of the insurance agents is sound and the behavior of the insurance agents is standardized.Section 2: The life insurance marketing system of the leading great powers in Europe.The U.K is the typical country in which brokers play an important part in insurance market. The energetic activity of part-time agents is another feature of British life insurance market.France creates a successful model of bank-assurance. The cooperation of the bank and the insurance company changes the existing pattern and structure of the life insurance market. The aging trend in Europe and the crisis of social security systems in some European countries are the external forces of bank-assurance. The pursuit of maximum profit is the internal motivation of the cooperation of financial enterprises.The life insurance marketing system of Germany is something like that in America. Agents are the main intermediary and the part-time agent occupies a large proportion.Section 3: The life insurance marketing system of Japan.Outworkers are the mainstay of life insurance marketing in Japan. The formation of the outworker system has close relation with the Japanese history, culture and economic status. Section 4: The life insurance marketing system of some developing countries (regions) in Asia.This section introduces the circumstance in South Korea, Hong Kong and Taiwan.Section 5: Enlightenments of intern... |
PDF Full Text Request