Ci Chengdu Branch Of Marketing Channels Research

I. Purpose & Significance of ResearchCombining with all organizations which participate in products or services transfer activities for easy use or consumption of products or services, marketing channel is the channel through which services or products transfer. With the development trend of economic globalization in recent years, the competition among enterprises grows more and more servere. Some problems such as how to improve our core competitive power and whether to get continual advantage in competition represent not only in special technology and knack but also in efficient channel and management of enterprises. The competition among enterprises is not a competition of individual enterprise but a competition of the marketing channel networks.With commonsense of other industry marketing channels, the marketing channel of insurance industry for its special products gives priority to insurance medium, viz. insurance deputy and insurance broker. With the total environment, mainly for not free marketing channel, Chinese insurance industries haven't developed well since practiced from 1980. American International Assurance Company firstly brought marketing system to China in 1992. Insurance salesmen not only brought the conception of insurance to thousands of families, but also improve the insurance amount by a large margin: improved from RMB 400 million in 1980 to RMB 564.14 billion in 2006. At present, 1.5 million insurance salesmen in China have become the main channel of individual insurance selling. In 1997, the insurance company added the selling channel in bank for profit-sharing products, which accelerate the comprehensive development of insurance industry further. This paper is mainly concerned with insurance marketing channel from insurance medium. Combining with the model of foreign insurance marketing development channel, this paper analyzes the current situation of CI marketing channel development, discovering the problems in practice and analyzing resource of problems to improve the present insurance marketing channel and find new insurance marketing channel to accelerate the sustained and healthy development of local insurance industry and improve the competition power of insurance company.II. Research Method & Main ContentReferring to related documents of marketing management and marketing channel, this paper adopts many ways such as interviewing people, data analysis, information collection and so on. First, this paper gets to know local insurance environment, development situation and development model of foreign insurance marketing channel through information collection. Then this paper makes a diagnosis for current situation of CI marketing channels from channel design, channel choice, channel management and channel conflict from one after another. Finally, this paper adopts Benchmarking analysis to combine CI marketing channel practice with advanced theories and practice to discover problems, analyze its causes and find the solution for the problems.The whole paper reads as follows:The introduction explains the significance of this paper and main research method.The first chapter introduces the background and values of local insurance marketing channel research with certain objective.The second chapter describes current situation of insurance marketing channel development home and abroad.The third chapter makes a diagnosis for CI marketing channel from channel design, channel choice, channel management and channel The fifth chapter introduces the development trend of marketing channel in the future and puts forward the suggestion of CI development direction. The last chapter summarizes the main points of this paper. conflict to discover problems.The fourth chapter introduces concrete measures for CI to improve marketing channel advantage contrast to advanced theory and practice of marketing channel.III. Main Contribution of this PaperAccording to modern marketing theories, this paper provides a complete and systematic analysis for marketing channel system in the insurance industry. The similar research is seldom in China. This paper initially studies in marketing channel system in local insurance industry, which provides some thoughts and experiences for further research.