Strategy Of The Insurance Marketing Channel Integration Under The Enterprise Value Chain

Along with the entire opening of Chinese insurance market, insurance enterprises are increasingly augmenting. The market competition is not only on the product, service and price but also on the concept and marketing channel. Centering on the clients and creating value for the clients become the important management idea of the insurance enterprises and it is the only way to increase the market occupancy proportion for the insurance enterprises. It is the most important and effective instrumentality to fractionize the target market and actualize corresponding marketing strategies. But the disadvantages of the current marketing channel not only result in the fall of the running efficiency and the waste of the resource, but also affect the level and the quantity of clients' service, accordingly affect the competition power and the continual development power. To integrate the marketing channel is the key to solve the channel problem at present. Based on the theory of value chain and marketing, this dissertation uses the method of linking theory with practice, and the methods of induction deduction, classification, comparison, linking qualitative analysis with quantitative analysis and so on, to put forward the strategies of the insurance marketing channel integration under the enterprise value chain by deeply researching and analyzing on the developing status, limitation of the insurance enterprise and anatomizing on the typical cases.The dissertation consists of six chapters: Chapter 1 is the prologue. Chapter 2 discusses the meaning, station and action of insurance marketing channel. Chapter 3 analyzes the developing status, trend and localization of insurance marketing channel. Chapter 4 and chapter 5 are emphases in the whole dissertation and discuss the significance and the strategy of insurance marketing channel integrating under the enterprise value chain. Chapter 6 puts forward the problems to be solved by the integration of insurance marketing channel.The conclusion of this dissertation is: if the insurance enterprises want to adapt the transient change of the market instance, to up build the market competition predominance, to enlarge the market share, to increase the enterprise's benefit and to realize the continual development goal, they must firmly build up the marketing idea of being directed by the market and centering on the clients, start from satisfying the client's requirement and realizing the increment of the client value, actualize different marketing strategy and diversified channel strategy.