Research On Optimizing The Marketing Channel Strategy Of PICC Dalian Branch

The fierce market competition made the product, price and promotion of insurance companies’become homogenous, marketing channel becomes more and more being valued for our country’s insurance companies. However, the studies in insurance marketing channel are still seldom. Even the rare studies on insurance marketing channel strategy only confined to macro-level, and it is very lack of micro-level studies on insurance marketing channel strategy, which cannot give our country’s insurance company a systematic guild to make marketing channel strategy.Under this theoretical background, this paper introduced PICC Dalian branch and made a micro-level study on marketing channel strategy of PICC Dalian branch. Nowadays, PICC Dalian branch are still using traditional marketing channel, which cannot meet the fast changing market and the individual demands of insurance customers. As the transnational insurance companies with developed marketing channel skill entering our country to compete with our insurance companies, making an effective marketing channel strategy has become an urgent thing for our native insurance companies. Thus, under such practical background, this paper made a deep study of PICC Dalian branch from the internal and external marketing environment, and then made the STP analysis for PICC Dalian branch. On this basis, we made the marketing channel strategy for PICC Dalian branch in order to give some guidance for other native insurance companies.This paper was divided into five chapters. The first chapter is introductory, which introduced the research background, research purpose and content and research method. The second chapter is literature review. We introduced the concept and category of marketing channel and the situation of research at home and abroad. The third chapter is the analysis of the internal and the external marketing environment of PICC Dalian branch, which includes its macro-level marking environment, industry marketing environment and internal marketing environment. The chapter four is the strategy formulation of the marketing channel of PICC Dalian branch. On the basis of the STP analysis of the marketing channel of PICC Dalian branch, we made the marketing channel strategy of PICC Dalian branch. The last chapter is conclusion. We made a conclusion for the whole paper.