Dissertation > Economic > Fiscal, monetary > Insurance > China's insurance industry

The Difficulty of the Annuity Marketing and Its Solution by System Angle

Author SaZuo
Tutor HeJiaXun
School East China Normal University
Course Business management
Keywords systematism annuity marketing
CLC F842
Type Master's thesis
Year 2008
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This paper mainly focuses on the poor performance of annuity marketing, by using technique of spot check and data analysis. The target of this paper is finding out the bottle-neck part of the annuity marketing, and gives some suggestion of resolvent. This paper will be written in four parts.Part one: raise the topic for discussion: the four exhibition of poor performance of annuity marketing: the ratio of aggregate plan is too low, the sales team developing too slow, the lackness of potential client and influence to enterprise. From summarize the four exhibition, we have a base of farther analysis and make the paper more practically.Part two: introduce the characteristic of annuity as a special finance product and influence to its marketing. First, we introduce the product, and then is its flow and sell competency asked by market, finally, we should find the advantage of annuity company among many firm who have sell competency.Part three: have basic knowledge of annuity, we can farther analysis the reason of the poor performance. We analysis the reason from three angle in this part: first is exterior restrictive factor, we introduce curtly because the paper focus on inner management in marketing. Second is the problem in marketing management of annuity company. Third is the complexity of annuity and its influence to marketing. Finally, we have a conclude: when environment, annuity product and its selling flow is change, annuity company keep its sales model from insurance company, it’s the ultimate reason for poor performance of annuity marketing.Part four: raise the system method and suggestion to solve the problem. First is change the linear thinking model of marketing, build the thought of integrate marketing. Second is the direction of system method: build the core ability of integrating, developing and company the stratagem. Third is integrating of value chain. Fourth is integrating of sales channel. Fifth is exercising Integrated Marketing Communications. By use the five method, we can solve the problem and enhance the performance of annuity marketing.

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