A Study Of Marketing Channel Optimization On Zheshang Property And Casualty Insurance Company Limited

Insurance industry in China has maintained rapid growth.Except for the reason of macroeconomic growth,the increasing subjects,extensive expansion and products innovation have all contribute to it.The property insurance industry has remained overall profitability in 2015,but combined ratio has raised notably.Now,owing to reforms in field of auto insurance,the underwriting profit margins of numerous insurance companies are declining,and a lot of drawbacks existing in various marketing channels have appear.Affected by external competitive environment,major property insurance companies have implemented channel reformation and accelerated the development of new sales channels,and the trend will become more apparent in the future.First,this paper introduces the basic meaning of property insurance marketing channel,and compare present situation of insurance marketing channels in domestic and overseas.Then,including Zheshang Property and Casualty Insurance Company Limited as an example,by analysis of the currant status of marketing channels in this company,the author find that there are still many problems in marketing channels,such as direct channel performance appraisal system is relatively simple,serious alienation of direct channels,insufficient development of professional intermediaries,high fees of part-time agent market,low quality of personal agent,low marketing efficiency and mismatch of product design.This paper will give a series of optimizing suggestions on differential management of marketing channels,personal agent channel innovation,professional intermediary channel construction,new marketing channel expansion,channel development of insurance mobile phone and insurance supermarket.In conclusion,it is essential to carry on insurance channels integration and channels innovation,making efforts to build diversified marketing channel system.