| SPI's (Supplementary Pension Insurance) market is developing fast from nineties' last century in China mainland. And I am a stuff as group-customer service affairs in China Pacific Life Insurance CO., LTD. Beijing Branch (CPIC). In my job, I pay much attention to the annuity and SPI's market. So, my graduated paper will be in such area, annuity market and marketing approach of the life-insurance company.In this paper, I looked after the study harvests. Such as, Competition Advantage Theory of Michael Porter, Services Marketing Theory of Zerslier, and other information about annuity and SPI from marketing practices. After I reviewed the information about SPI in the relative library, website, institute, and so on. I could not find so much valuable information to reasoning my issues. The issues of this paper are hypothesized as,1. The market capacity of annuity in China is massiness.In this issue, according to the review data and some study information about annuity, I discuss the market capacity in China, and provide some conclusion data to the annuity market. Also through my review about the demand of annuity, I give out the forces of the demand, and analysis the reason of the forces.2. Several kinds of competitors in the annuity market put in fury competition practice. For example, banks, stockjobbers, fund corporations, trust companies, financial firms, and life-insurance companies all have their own advantages/disadvantages when they market the annuity products. In the end of the issue, I offer an introduction of the annuity of life-insurance company. As a new area of annuity development, China has pay much attention to the regulations/laws about the annuity move, but the development of the market is sharply. We need more effort of the government. Such as, taxations system, investment supervision, etc.3. Life-insurance company in the competitive annuity market need output-differences to upgrade the competition advantages.According to the Competition Advantages Theory of Porter, technology, productions, services, and others advantages to some company, can take excess industrial average profit margin. To life-insurance company, actuary is the core technology to life-insurance annuity. Actuary is advantage of life-insurance company to other annuity marketer. But the life-insurance annuity, life-insurance company can also provide other ensure contacts, named total ensure plan. From the Positioning Theory and the Target Market Theory, we know that right market subsection can make high profit. We will discuss the right subsection to the annuity of life-insurance company, and give out some cases. 4. Life-insurance company in the annuity market need service-differences to upgrade the market strategy.First, after review the characteristics of the Services Marketing Theory, we will analysis the characteristics of the annuity productions.Secondly, as we know, life-insurance companies in the annuity market act as assignee, capital-keeper, investment-administrant, and so on. The roles about life-insurance company take on many advantages, others competitors could not realize these functions. Life-insurance company may bring the roles into practice.Thirdly, through the conclusion of before analysis, we will master the four methods of improve the services ability. such as, re-construct the marketing channel, promote after-sale services, heighten the IT system, set up reasonable accounts to enhance the satisfactions of the customers. |
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