Research On The Promotion Of The Core Competencies Of The Personal Insurance Agent Business Of N Life Insurance Company

The business model of the Personal Insurance Agent has quickly become a strong growth driver for the insurance market,since it was introduced to China in 1992.However,as the Chinese insurance market has become saturated in the past years,and the Personal Insurance Agent Business has also faced a problem of weak performance growth,which has caused more and more thinking in the insurance industry.For N Life Insurance Company,a PA Life Insurance Company’s four-tier institution,the Personal Insurance Agent Business has created all the company’s performance.It is urgent to promote the core competencies of the business to achieve new development of N Life Insurance Company.This research focuses on the core competencies of the Personal Insurance Agent Business of N Life Insurance Company and mainly does the following four tasks.Firstly,it summarizes the current insufficient research on the core competencies of the Personal Insurance Agent Business,from the three levels of the core competencies of enterprises,the core competencies of insurance companies,and related researches of the Personal Insurance Agent Business.Secondly,applying the Value Chain and combining the relationship between PA Life Insurance Company and the Personal Insurance Agent Business and theoretical view of the core competencies,it points out the core competencies of the Personal Insurance Agent Business is a comprehensive system with marketing management and service management as constituent elements,capacity development,organization structure,human resource management,risk management,and corporate culture construction as supporting elements,and premium income as value performance.Thirdly,it introduces the market environment and basic business situation of the Personal Insurance Agent Business of N Life Insurance Company,reflecting the significance of this business for N Life Insurance Company and the actual needs of urgent optimization.It reflects that the core competencies of this business is due to the larger offline marketing scale and continued staff growth,but the core competencies is generally weak,based on the conceptual framework of the core competencies of the Personal Insurance Agent.Finally,based on the actual situation of N life insurance companies,it puts forward strategies to promote constituent elements of the core competencies such as establishing a professional marketing model and improving customer-centric service processes,and propose strategies for promoting supporting elements of the core competencies such as the professional and systematic capacity development,establishing a fully functional organization system,strengthening personnel recruitment and quality management,strengthening the risk management for compliance,building an honest and energetic corporate culture.This formes a promotion strategy system of the core competencies that internal factors echo and promote each other.