Research On Life Insurance Marketing Model

With the acceleration of the financial integration process,the life insurance industry in China has undergone tremendous changes,the traditional marketing model has been broken,and the new model is expanding into a deeper and broader field.How to choose the appropriate life insurance marketing model has become an important factor to promote the personalization and diversification of China's life insurance marketing strategy and the important subject to promote the healthy development of China's life insurance industry.Facing the market of informatization and diversified demand.how to properly transform or change the sales model to meet the needs of customers has become the focus of more and more experts and scholars.This paper is based on the theory of life insurance sales model and the research on foreign life insurance sales model.Taking Ping An Company as an example,this paper applied the PEST model to analyze the domestic life insurance environment and summarize the advantages and disadvantages of the domestic life insurance market for the development of Ping An Life Insurance,and used SWOT analysis to analyze the sales model of Ping An Life Insurance and to conduct in-depth research on its advantages,disadvantages,opportunities and threats.The five strategic plans for Ping An Life Insurance sales were developed.Through the above methods,the research results of the life insurance sales model of Ping An Company are as follows:(1)Five strategic plans for the Ping An life insurance sales are core capability strategy,differentiation strategy,diversification strategy,cost leadership strategy and horizontal integration strategy.(2)According to the development status of Ping An Company,the following transformation ideas should be followed to transform the sales model:expanding the market with the help of the Internet,using Multi-level sales after segmenting customer group,using big data to analyze customers' needs and establish a convenient,low-cost,transparent sales model for the public.(3)According to the using strategy of strategic plan,this paper proposed three transformation strategies of life insurance sales,namely,Internet sales model,multi-level sales model and transparent sales model.