Study On Marketing Channel Of SINOSAFE GENERAL Insurance Company

Oriented by consumer to meet their demand, insurance marketing is a series of activities with integral means to achieve long-term business objectves of insurance companies. The insurance company for insurance product sales to consumers in the process of the bridge is known as the marketing channels used by. Choose the right marketing channels will help the company better insurance products by consumers, better to reach the company sales targets.According to statistics of the marketing practice, found that small difference products sold by the insurance companies, consumers simply to corporate brands to choose insurance products. Therefore, marketing channel has become a decisive factor of performance levels for the insurance company. Highly depended on channels, most of insurance companies take let-it-go attitudes for the channel management, or for the channel to take improper means of competition. Because of mass property channels and staffs, and little direct channels of its own, in addition to difficulties of developing new channels, many insurance company have lost control on channels, middlemen occupied channel instead of leadership. This not only hinders the development of insurance companies, but also makes many troubles. How to keep the channels open, inspire the enthusiasm of channel members, regain the insurance enterprise leader position in the channel, is an urgent problem in the property insurance company.Since its founding in 1996, SINOSAFE GENERAL insurance company Shenzhen branch have developed main four kinds of channels. This article firstly make an analysis on the current situation of insurance marketing channel, and its existing problems, after that, the author studies macro and micro environment of marketing. With SWOT analysis method he points out the advantages and disadvantages factors about insurance company products, thereby finds a suitable target market for the development of the company, with the help of Theory of value chain, and that of channel management, puts forward the corresponding improvement countermeasures about marketing channel integration.