Pacific Life Insurance Marketing

With the reform and opening of the insurance industry, life insurance has become the mainstream of the insurance market in China, and marketing is becoming more and more important in life insurance business. Individual agent marketing mechanism of life insurance is an important channel to improve the development of life insurance. This thesis analyzes the experiences of China Pacific Insurance Company (CPIC) in this aspect.CPIC has adopted the individual agent marketing mechanism. In order to make CPIC the leader of the insurance industry, the company has adopted a series of measures to reform and rectify this mechanism. The company has not only promoted its marketing staffs' whole quality but also enhanced the assessment of charges. An effective pay system, training system and supervision system have also been established. In order to push forward marketing, the author believes that the company should establish an effective system for motivation.Innovation is the soul of the life insurance company. CPIC should innovate in product, service, management, and the operational mechanism. CPIC should also learn from international advanced management experiences.