Research On The Consistency Of Ethics In The Process Of Insurance Contracting

Insurance marketing includes management and sales. Management comes first,and then sales.Marketing is a process of management and communication. In the process,insurance salesmen have to solve the problem what methods of marketing should beused. What is to be sold in the process of the insurance marketing? The answer to thequestion is insurance concept, which, for the customers, means whether the need isimportant or not. What are customers to buy in the process of insurance purchasing?The answer is feeling, which usually determines whether customers will buysomething or not. What selling point should be emphasized by the insurance salesmen?The answer is benefit, which means the insurance can bring the customers somehappiness and interests, and can help them reduce or avoid some trouble or pain.Either the concept or the feeling, or the benefits customers are to feel belong tocognitive level, exactly, the content of thoughts and psychological reception.Emotional matching between buyers and sellers are based on ethics and morals.China has been profoundly influenced by the thoughts of Confucian ethics. In thiscountry, traditional ethics, such as filial piety, humanity, love, righteousness, etc, aredeeply rooted in people’s minds. The influence of the fusion of business marketingand ethics is extensive and profound. Insurance, which itself embodies the concept of"humanity" and "filial piety", is mainly to solve three main things in the whole life:big events,such as, birth, aging, illness, death and disability; small matters, such as,cold, fever and so on; nothing serious, such as, asset preservation and wealthinheritance. These three main things reflect that insurance is a kind of scientificsystematic arrangement, which can be taken advantage of to fulfill the concepts offilial piety for your parents, responsibility for yourself, and love for your children. Thesignificances and functions reflected by insurance correspond with the Chinesetraditional ethical concepts. A lot of marketing ideas make use of the correspondenceappropriately.Insurance ideas and ethical thoughts are combined ingeniously via the power ofthe ethics and morals. Traditional ethical and moral significances are attached to insurance, impressing customers from the heart, and letting people accept insurancewhich is not only a product but a kind of love as well. Insurance being embellished byethical ideas, the ethical and moral significances and functions of insurance correspondwith people’s inner moralities, responsibilities and requirements. Insurance salesmencorrespond to customers in the aspects of emotion, cognition, values, will and so on,thus to achieve correspondence of value structures and behavior patterns, so thatcustomers subscribe to the sales easily, and it is more beneficial to the insurancecontracting.