写作essay格式应该注意什么
Essay 由 introduction，main body, conclusion, reference四部分组成，下面以这篇文章为例，教你如何写作一篇符合格式的essay
全文统一用times new roman字体，小四，1.5倍行距
文章中请不要用I，WE，OUR，YOU，YOUR之类的主观性强的1，2人称，可以用被动语态或其他句型代替
1.0 Introduction (分两部分)
Allainz the biggest insurance wants to further expand its business, globally. Among all the countries India and China are two most attractive markets. Before deciding which market to involve in, a detailed market research is indispensable. This essay just gives a comprehensive study over the two markets. (第一个部分介绍essay的主要内容)
Firstly, this essay will make a general overview of the insurance industry globally, and the second part is the information of the Allianz Group. Subsequently it will makesome market analysis of Chinese insurance market. The analysis of Indian insurance market lies in the fourth part of the easy. Finally it will put forward some recommendation for the marketing selection and entering strategy for the Allianz group.（Introduction第二部分介绍这篇文章的结构，按照firstly, secondly,…finally的固定形式介绍文章结构，你只需列入body里面介绍的每一点）
（Introduction之后是main body，把文章分成几个小点讨论，每一点写个小标题，加粗）
2.0 The general overview of the insurance industry globally
The insurance industry is the industry dealing in risk and larger sum of money is indispensable for the business of this line. Insurers promise to compensate individuals and businesses for future losses, in exchange for a premium, thus taking on the risk of personal injury, death, and damage to property, unexpected financial disaster and just about any other misfortune. Insurance companies also purchase their own type of insurance, called reinsurance, which allows them to insure large risks and to spread the risk on smaller accounts. Insurance companies rely on investment income to make a profit, since premium alone is typically not adequate to pay claims.
In the past 10 years, the world actual GDP increased by 2.9%, averagely, keeping a stable increase. The GDP increased 3.4% and reached 44.4453 trillion dollars in 2005, globally. Simultaneously, the insurance industry developed rapidly and played a more and more important role in the world economy activities. The total revenue of insurance industry was only 1.406 trillion dollars, but it increased to 3.426 trillion dollars, with the annual increase rate of 5.72%.
3.0 The information of the Allianz Group
The Allianz Group is one of the world's leading insurers and financial services providers. It was founded in Berlin, in 1890. Allianz Group provides its more than 60 million customers worldwide with a comprehensive range of services in the areas of property and casualty insurance, life and health insurance, and asset management and banking. In fiscal year 2005, Allianz's total revenues amounted to some 100.9 billion Euros. At the end of 2005 Allianz Group had more than 1.26 trillion Euros in assets, under management. Of this, 743 billion Euros were assets managed for third parties.
4.0 Two feasible markets for Allianz group to enter
China and Indian, as the two biggest developing countries in the world, hold great attraction to foreign companies. Large portion of the 500 biggest companies of the world now have invested in or are preparing to develop in the two countries. Both China and India have huge population, thus possess immense potential markets. Allianz who wants to seek for further development and keep its leadership in the insurance industry must extend its business to China and India. As a matter of fact the Allianz Group has already invested in China and India, but the total investment cannot justify the large market of the two countries, so the leaders of Allianz decide to further extend its business in the two countries. Nevertheless, for the two countries, which one shall be prior? Further investigation and analysis will reveal which country is more attractive to Allianz.
4.1 Analysis of Chinese insurance market(请多使用大标题，小标题，让逻辑结构更加清晰。)
a. Market audit and competitive market analysis.
China’s insurance market develops at a fast speed. The rapid growth of premium income stimulated the insurance asset to a rapid expansion. By the end of 2005, the total insurance asset had amounted to RMB 1522.594 billion, and the total insurance capital had exceeded RMB 100 billion. The insurance companies hold treasury bonds of RMB 358.83 billion, financial bonds of RMB 178.51 billion and corporate bonds of RMB 10.76 billion. There are 1.815 million staffs engaged in insurance, accounting for over 40% of the total number of staffs in financial enterprises in China. At present, only 4% of the 1.3 billion people have personal insurance. As more and more people will own their private cars and house property, the premium is destined to rise, so it will become more attractive.
Along with the rapid growth of economy, the insurance policies change fast, especially the market access which has improved greatly. In 1992 China began to allow limited access to foreign American International Group (AIG) is the first foreign insurer to conduct insurance business in China. Following it Tokyo Marine and Fire Insurance and Winterthur Swiss Insurance entered in 1994 and 1996, respectively. In 2004, a number of insurance companies got the authorization for establishment, including the first agricultural insurance company, the first construction insurance company and the first pension insurance company. By the end of 2005, there are 93 insurance corporations altogether in China, among which six were insurance groups and 82 were insurance companies (including 40 foreign insurance companies and 5 insurance asset management companies).
Nevertheless, Chinese insurance industry is still at the initial stage. The unbalanced development of economy caused the difference in the development of insurance industry in different areas. For instance, in Guangdong and Shanghai, the insurance market is abundant in both demand and supply, which is far more prosperous than that of Central and Western China. There is limited opening of the insurance market to selected foreign insurance companies. Besides, to protect domestic insurers, geographic limitations were placed on foreign insurers as well as restrictions on their scope of business. Management license is needed, whereas, the speed to release the license is very slow. The leading insurance companies are still the Chinese domestic insurance organization. The People's Insurance Company of China controls 68% non-life insurance, and for the life insurance market three Chinese insurance occupy 87% of the market shares (Ding, 2006).
4.2 Analysis of Indian insurance market
a.