The Transformation Of Individual Life Insurance Company Marketing System Analysis

The system of personal insurance agent was introduced to china in 1992, and has played an important role in the development of insurance industry and national economy.As the statistics shows that the amount of personal insurance agent has reached 25.6 million in 2008; personal agent has developed into life insurance companies’ most preferred marketing channel of the first importance which reflect their core competence. However, the disadvantages and inherent risks has gradually been exposed when it is confronted the present condition of the domestic economic restructuring and the new stage of insurance industry. In views of this, the reform for the current marketing system can not be dodged for much longer.Case study is widely used to discuss the personal insurance agent system of the foreign life insurance company as well as the current domestic insurance marketing system. Based on the results of the study, this article focus on analyzing the pros and cons of the active personal insurance agent in china and the significant impact brought by its design and practice, and the necessity and urgency of the reform is elaborated more in-depth.In this article, the strengths and weaknesses analysis of four different "transformation models" is carried out, to enhance the significance in practical operation, the domestic life insurance company discussed in this article are grouped into two categories in the light of their scale and stage of development, PA company and GL company are sampled out as typical company and the possible "transformation models" for the two companies are thoroughly analyzed which aims at providing reference to life insurance companies of similar condition. Innovations are attained as this article takes a different, new, practicing perspective of study:making analysis in depth on the possible problems and solutions in the transforming process of life insurance marketing system and estimations of the effectiveness of different "transformation models" are made in purpose of providing reference to life insurance companies, all this enable this article to get better practicality.Conclusions can be drawn from this article that the optimal way to realize the smooth transition of personal insurance agent system is to combine the available legitimate transformation models and push this process step by step.