Research Of The Project-based Marketing Management For Ping An Life Insurance

Since1980, China resumed the insurance business. The insurance industrysustains an average growth of more than30%annually, which vastly exceeded thegrowth rate of GDP in China, and the insurance industry becomes one of the fastestdeveloping industries in the national economy. During this decade, the life insuranceindustry widely applied human growth model to drive premium growth. Over the lastthree years, the premium of Ping An Life insurance increased at an average rate of30%, mainly from the growth of human capital. However, per capita productivitygrowth is slow, or even goes negative. In the future, the question of how to improveproductivity and thus lead to the sustained increase in premium, while maintaining thecurrent growth of human capital becomes the common concern of the industry.Since the beginning of2010, Ping An Life Sichuan branch started to focus on thestudy of improving productivity per capita mode of performance growth pattern,namely the research of a service marketing model. Once the service marketing modelis established, the productivity of the sales force will advance tremendously, and thentake the leading place in the industry, and leaving competitors behind. The servicemarketing model will determine the future of the sales force, the sustainable andsteady development of Ping An Life Insurance, and this model is the embodiment ofthe core competence of Ping An. Thus, it is strategically vital to establish new salesmodel in order to promote productivity, and further realize the continued growth ofthe business through the research of the project-based service marketing management.This paper combines the cases and data from Ping An Life Insurance andmakes use of the theories and techniques of project management to implement theresearch of the project-based service marketing management for Ping An LifeInsurance Sichuan branch. This paper states the enforcement of the service marketingprogram in Sichuan branch by making use of project management theories such as theproject plan management, human resource management and communicationmanagement. This paper also makes program description and case analysis forSichuan branch by using project assessment. Deep studies on project managementadopt rectangular management mode based on project responsibly to construct team organization for project cases, classify stakeholders of projects, and perfect theinternal communication mechanism. Besides, this paper used the method of SWOT toanalyze the existing strengths, weaknesses, challenges and threats of projectimplementation. The research of project management of service marking mode willmake sure the successful enforcement of the project, and then bring a newbreakthrough for performance and productivity, or even for the whole industry.