Referring to the social and economic development experience of developed countries, service industry is the most promising field. Life insurance is the most important and potential service industry in China, otherwise there would not be so many western insurance companies waiting for China to open up. At the same time, from the perspective of economic construction, this field has gradually become an insurmountable bridge for deeper economic system reform and social and economic development.
In recent years, the state has begun to accelerate the reform of the social security system. After the comprehensive reform of social security system, the development of compulsory social insurance is bound to be accompanied by commercial life insurance; Otherwise, social insurance will have no vitality and will not last long, and it is not conducive to social stability in the process of transforming the old system into the new system.
The earliest life insurance marketing industry in China started four years ago. At that time, AIA was approved by the head office of the People's Bank of China to introduce a full set of international life insurance operation modes to be exhibited in Shanghai. 1994, China's first joint-stock insurance company, China Ping An Insurance Company, quietly shifted its business focus to life insurance. Taibao and PICC also started life insurance business. But at present, China's national life insurance business lags far behind developed countries.
Referring to western countries, it should be said that China's insurance industry, especially life insurance industry, lags behind economic development; The original social security system is increasingly unsuitable for the needs of social development. According to relevant statistics, China's current total insurance is 60 billion yuan, and life insurance is less than 20 billion, which is less than one third of the total insurance. In foreign countries, life insurance coverage is more than half of the total coverage. Moreover, in terms of insurance density, China's per capita premium is only $65,438 +0.4, which is not as good as India's per capita GNP, and there is a big gap with Japan and South Korea. As far as the depth of insurance is concerned, the insurance cost of China's life insurance industry only accounts for 0.5% of GDP; As far as the number of insurance employees is concerned, the number of life insurance employees in China is not the same as that in western developed countries, which have an average of one life insurance salesman for every 300 people. All these show that the main content of China's social security system is social insurance, and the status of commercial insurance is subordinate. China's life insurance market has not really started.
Objectively speaking, the gap between China's life insurance industry and developed countries is all-round. This is first manifested in the gap between insurance awareness and insurance concept. Life insurance practitioners in China must struggle with the traditional concept of "raising children to prevent old age" accumulated in China for two thousand years and the idea of universal insurance for the sick and the sick formed in the state of "big pot" for nearly half a century. Second, the gap in the life insurance business philosophy. As a planning service department, the work of insurance companies is not only to sell insurance policies, but more importantly, to absolutely fulfill the services promised in the insurance policies. The purpose of insurance companies should be: * * to create first-class services hand in hand to meet customer needs in an all-round way. Third, the gap in the development stage of life insurance industry. The life insurance industry in foreign developed countries is highly developed, intensively operated and developed in depth, striving to provide timely and accurate all-round services to consumers; At present, the life insurance industry in China is still in the stage of extensive development and extensive management, even in the stage of "ancient temple" and "reclamation". The fourth is the difference in professional technology. Fifth, there is a gap in the application of modern technologies such as computers, and some advanced experiences and management technologies developed by foreign life insurance companies cannot be directly applied to China.
In view of the above situation, if China's life insurance industry wants to shorten the distance with developed countries as soon as possible, it must adopt correct development strategy and promotion strategy. Under the existing conditions, China's life insurance industry must take the development road with China characteristics, not only learn from and absorb the successful experience of developed countries and regions, but also combine the national conditions and cultural background of China. Different from the western cultural background, China developed from the agricultural economy of two thousand years, and is still in a dual structure, permeated with traditional Confucian oriental culture that emphasizes family values, collectivism and the spirit of mutual cooperation. Therefore, life insurance marketing must be based on this national condition, and at the same time, the concept communication must be placed in an important position at the initial stage of practice.
The huge life insurance market expects high-quality service, and high-quality service calls for excellent marketers. As Mr. Li Shu, Chairman of Eagle Star Insurance Group, said: The most important thing in the life insurance industry is the life insurance salesman.
Because life insurance marketing has the characteristics of strong penetration and wide dispersion, which is different from other commodity marketing, home direct selling has always been proved to be the fastest and most effective way of exhibition. As far as direct selling is concerned, we may choose acquaintances and friends first, but these "relationships" are limited after all, and "strange visits" seem inevitable.
In western countries with developed life insurance industry, top life insurance salesmen must also be top "strange visiting" experts. But every marketer must find out whether the current humanistic environment, communication habits and residents' security in China are suitable for "unfamiliar visits". You know, even in the western world, in the 1920s and 1930s, when the sense of privacy was greatly awakened, this "strange visit" caused many complaints. Ping An Insurance Company Beijing Branch made statistics on the experience of its life insurance salesmen. Make sure that only one of the 20 families who responded to knocking at the door was allowed to talk in the room, and the rest of the actions were "no, thank you", such as "annoying" or slamming the door after opening the door.
Faced with such ideas and consumers with these ideas, life insurance salesmen are undoubtedly the life of China life insurance industry, which has just attracted people's attention. As the pioneer of the first generation of life insurance salesmen, opportunities and challenges coexist, and risks and values are inherent. They must rely on their high quality, high wisdom and skilled skills to push China's life insurance marketing to a new height. At present, the main obstacle to the development of the domestic life insurance market is precisely the talent bottleneck, lacking a large number of life insurance professionals and management talents. On the one hand, insurance companies need to speed up the training of professionals and practical talents, and quickly reverse the situation that the talents trained by university insurance majors can not meet the needs of insurance companies; On the other hand, insurance regulatory authorities and insurance industry associations should make overall consideration, undertake the responsibility of cultivating insurance professionals, and cultivate a large number of management, market development and professional and technical talents that meet the needs of China insurance market as soon as possible; Third, create a relaxed environment for the flow of insurance professionals. The orderly flow of insurance professionals is a necessary condition for the development of China's life insurance industry at this stage. At the same time, in order to make the business of life insurance companies develop steadily for a long time, it is necessary to provide stable protection for individual salesmen, including participating in social security and providing them with old-age insurance.
In the recruitment of life insurance salesmen, insurance companies must also emphasize such a motto: "Be an agent, be a good person first". For life insurance salesmen with serious violations, the common practice of the international life insurance industry is to issue a "life seal" with an industry notice. In China, even though beijing insurance association has been established for a long time, there is no specific and targeted code of conduct for life insurance salesmen. The only measure is that life insurance salesmen will take the unified examination organized by the People's Bank of China in 10, so that they can practice after obtaining the qualification certificate of insurance agents, which will play a certain role in regulating the life insurance marketing market.
In the face of many foreign life insurance companies preparing to occupy territory in China, China Life Insurance Company must establish and shape its own image to meet the needs of customers if it wants to win in the competition.
Since China's reform and opening up, every round of business opportunities has been a challenge to China counterparts. From the initial clothing industry to the later household appliances; From home cars to home computers and multimedia; Even from daily washing products to drinks in our mouths ..... we are fighting against foreign companies flooding into this country. Every time, we seem to have done something unsatisfactory. What about this time? Still can't make a move this time. We can only pin our hopes for success on doing better, instead of waiting for intruders to make mistakes. As a life insurance company in China, we should focus on the following aspects:
"Grasp the future with today" should be the slogan of all life insurance companies, and it should be the spiritual basis to fight against China's traditional ideas and modes of thinking.
"Making unremitting efforts to provide better and more perfect services and satisfy customers is our primary task" should be the business purpose of life insurance companies.
If life insurance companies want to improve their competitiveness, they must create their own distinctive corporate image and improve their visibility. You can consider starting with public service advertisements and large-scale public relations activities, and you can also improve your status by investing in community service systems such as apartments for the elderly.
Life insurance, as a service, should combine the needs of consumers and introduce new types of insurance that meet the needs of consumers in time. For example, combined with the above confusion of "unfamiliar visits", group life insurance can be introduced according to local conditions. Using high technology and computer programming, we have developed popular insurance products that can meet the needs of ordinary families and insurance product combinations that can meet the needs of different families or individuals.
We can learn from China's national conditions, engage in product consultation in prosperous areas, and adopt the method of introducing and selling. Ping An Insurance Company Beijing Branch has achieved unexpected results in this way. Now its premium income has exceeded 700 million yuan, accounting for 17% of the total premium income of the whole system, and its market share is close to 60%. Ping Bao's large-scale life insurance consulting activities in Beijing reached a small climax during the Spring Festival this year. Hundreds of information desks in the bustling area of Beijing are crowded with people. During the period from February 17 to March 14, the company received 5,500 insurance policies, with an average of more than 300 policies per day and a premium of 2 million yuan.
I hope that China's life insurance industry can prepare for a rainy day under the great pressure of "the wolf is coming" and really develop and grow under the leadership of a group of pioneers who are committed to China's life insurance industry.
Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.