Research On Personal Marketing Channel Management Strategy Of Sichuan Branch Of New China Life Insurance Under The New Supervision

Insurance,as an important means of risk prevention,plays an important role in today's financial system.In recent years,with the diversification of the insurance market and the fierce competition in the insurance market,the insurance industry in China has become a mess.In order to effectively guard against and defuse financial risks,maintaining financial security and stability,domestic protects inspect bureau to increasingly strict regulatory trends,better able to control the financial mess,make insurance " insurance name insurance " in the first place.Protects inspect bureau in 2017,concentrated on a series of regulatory documents,the insurance company's products,sales,risk prevention and control,corporate governance,corporate governance,capital operation,claims service,team building,site supervision,third-party platform regulatory requirements are put forward.Among them,for the personal marketing channel department,it has a great influence on product aspect,sales management,basic management and team building.This paper aims to study the individual marketing channels of Sichuan branch of New China Life Insurance under the new supervision requirements,and through case analysis,summarize the effective marketing management countermeasures.Develop effective coping strategies for other life insurance branch marketing channels under the new supervision requirements,find ideas and approaches.In order to achieve research,the author first consult a lot on the insurance industry supervision and management of marketing channel of domestic and foreign literature,familiar with and understand the regulation and dynamic marketing channel development and research,and lay a foundation for subsequent research in this paper.Then the author selected the inauguration of Sichuan branch of New China Life Insurance personal marketing channel as the object of case,new regulatory requirements analysis mainly in the aspect of product,market competition,the basic management,team construction aspect will affect company personal marketing channels,the channels of company managers must take measures to reduce the impact of the new regulatory requirements,at the same time,improve the market competitiveness of the company.The author according to the study by consulting relevant literature to the knowledge of regulatory and marketing management knowledge,and in accordance with the SWOT analysis of classic,4P,4C tools the authors think the company should take a series of measures are put forward.Then,the management strategy of the company's personal marketing channel in the face of new regulatory requirements is analyzed and tracked.Facing new regulatory requirements,personal marketing channel of Sichuan branch of New China Life Insurance adopted new products strategy,product sales strategy,customer service strategy,strategic cooperation,compliance management,autonomous management strategy,management rhythm management,hiring,training,team construction and so on intention to reduce the impact of the new regulatory requirements,at the same time,improve the market competitiveness of the company.Finally through the theoretical analysis of the practical strategies and company's strategy for summarizing and comparison,through the practical strategies to perfect the theory of strategy,at the same time,through the theoretical strategy to supplement of actual strategy,improve the practical policy Suggestions are put forward.At the same time,the author further puts forward the development strategy of the personal marketing channel of the provincial branch of life insurance under the new supervision.Since the case study itself has certain limitations,the marketing management strategy implemented by the company's personal marketing channel under the new supervision requirements has not been verified in the long term.At the same time,the author finds that the marketing management strategy implemented by the company's personal marketing channel needs to be optimized and improved constantly.Although there are numerous literature on the management of research supervision and research on insurance marketing channel management.However,there are only a few literatures related to the two,and most of them are only in the theoretical analysis of the case,and lack of realistic basis.Based on the theoretical analysis,this paper analyzes and tracks the management strategies of the actual implementation of the case object.It is of practical significance to summarize and compare the strategy of theoretical analysis and the strategy adopted by the company,and put forward the management strategy of the individual marketing channel of the whole life insurance company.The data of this paper come from the official website,the official website of Sichuan insurance regulatory bureau,and the internal data of Sichuan branch of New China Life Insurance,which can ensure the authenticity and credibility of the data.