Marketing Channels Improvement Program Project Management Of TC Property Insurance

Sound business and creating profitable model has been hot topics for the property insurance industry. Thus, in various domestic property insurance companies, in order to obtain underwriting profit in developing new business models, as the special nature of financial products, opening up new business model is that the main marketing channels operating in the reform and innovation.TC Property Insurance to resume business since 2001, and always strive to explore the company’s profit model. During this period, also experienced a domestic property insurance market, especially the auto insurance market ups and downs of a full competition, although this model continues to explore and deepen, but the pace has begun to profit more and more solid. TC Insurance was not going well on the exploring the profit model before 2008, after extensive and in-depth market research,TC Insurance proposed philosophy of reform marketing, the core of the implementation of marketing channels vertical management model, completely separate sub-channels, while separate the counter sales and back office operations.Since 2008, TC Property Insurance gain the initial success by using marketing channels as the core competitiveness of the business model, the target has been significantly improved, but there are still gaps in the actual management performance.The article is using the theory of marketing management to analyze the marketing channel internal environment of TC Property Insurance; and using SWOT matrix analysis to summaries strengths, weaknesses, opportunities and threats of existing marketing channels. It’s also proposing a clear channel differentiation and building "channels, operations, organization," Three-dimensional model of marketing channel management and control improvement program, which combined with the discovery of domestic and overseas property insurance trends and marketing channels of TC Property Insurance Company’s overall development strategy. The article will also propose the specific safeguard performance around the three-dimensional channelmanagement and control model of organizational improvement, assessment of well-established mechanisms to establish an effective communication mechanism, the establishment of the system field training system and strengthening the concept of marketing channels..