Study Of Marketing Channel Optimization Of A Company

Under the stimulus of China's rapidly economic growth, the motor vehicle insurance business has been developed rapidly. In the context of motor vehicle insurance business products has become increasingly homogeneous, the major insurance companies more competitive, "Who mastered the channel, grasps the market" ideology of the guidelines, channel development and optimization design of a insurance company to carry out the most important task. In our auto insurance market, there are so many competitors. But only a few companies can achieve profitable in the auto insurance business. More than half of the property insurance business auto insurance underwriting profit is negative. With the continuous development of the auto insurance market, market competition gradually standardized and orderly. Currently, motor vehicle insurance(brief name: car insurance) account for 70% of the whole property insurance business or so, so the car insurance props up the development of the whole property insurance. As the main source of property insurance, auto insurance business begin to improve the level of the marketing department, and pay more attention on the channel of insurance marketing. Along with the promotion of the phone sales, network sales and other new marketing mode, the conflict and competition between companies and channels becomes increasingly intensified. Under this background, the marketing strategy of insurance business needs to advantage.By making car insurance marketing channel of A company as the research object, this paper analysis of the current situation of A's business channels systematically and comprehensively, find out the existing problems and reasons, then makes suggestion for the development of the car insurance marketing channel and the method of marketing channel management.This article will draw two main conclusions:the first one is that the vehicle insurance marketing channel must be multiple. Only when the insurance company adopts all kinds of measures including channel fused effectively, a brand-new integrated sale system, reducing the sales cost, can the insurance company able to enhance the sales ability comprehensively. The second one is that to strengthen the diverse management on channel must be the basic guarantee to realize the strategic target for the insurance company to comprehensively enhance channel management including adjusting its marketing channel, strengthening channel management.