The Problem of Decline in Sales at Taikang Life Insurance Company

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Executive Summary The report has been prepared to analyse the problem of declining sales at Taikang Life Insurance company. This problem is largely thought to be caused by poor personnel management and unsuccessful marketing strategies to attract customers. To address the problem, SWOT analysis is used to anaylse this problem. The main findings are ineffective team, increasing number of competitors and the bank staff lack of selling training cause the problem. According to SWOT analysis, the report recommends that the company can improve the quality of personnel to build effective staff team, make customers segments to defeat competitors and keep good relationship with banks to strengthen the cooperation. 2 Introduction During the first decade of 21st century, the bancassurance industry experienced rapid development in China and the profits from life insurance relied heavily on the sales from bank insurance. However, the industry has seemed to grow up slowly not only because of numerous economic factors but also certain policies implemented by Chinese government since 2010.Such as limits the number of insurers with which bank branches may form cooperative relationships to a maximum of three and prohibit insurance company personnel from selling insurance at bank branches. ( CIRC, 2010) The Company, Taikang Life Insurance is therefore facing a new and highly competitive market-based economic environment. This report addresses the issue of what would be the most appropriate decision-making model for the company to use in order to achieve more market share.  The report first rise the problem the company faced is decreasing insurance premium.  Secondly, SWOT theory is used to analysis the problem  Thirdly, the report gives certain available solutions to this problem and evaluation each solution.  Finally, the report indicates compatible actions to take to

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