Research On Marketing Channel Evaluation And Optimization Of Property Insurance In China

In recent years,the global economy was affected by the financial crisis,the international financial environment,the national economic slowdown,market information and expected instability.After ten years of rapid development,the insurance industry in our country has been unable to meet the needs of market diversification.China's insurance marketing channels are still in the product oriented,to the number of operating stages of the advantages of the business.In the market environment is being more and more open and public awareness of insurance deepening today,the insurance company in previous experience accumulation of marketing concepts and business skills will have the huge impact of new technologies,new environment,new thinking,problems existing in the traditional marketing channel has seriously restricted the sustainable development of the insurance industry.Innovation is the development of modern financial industry stream of power,is the key to enhance the level and competitiveness of China's financial services industry,how to realize the integration and innovation of the insurance marketing channel,enhance the credit industry,promote the green development of the insurance industry has become the focus of attention of the insurance industry.In this paper,Chinese property insurance marketing channels as the research object,insurance marketing channel theory as a guide,analyzed the current situation and the status of insurance marketing channel construction of insurance industry,the analysis found that the main problem of property insurance marketing channels exist there Insurance product development and marketing channel development trends do not match,the marketing efficiency is not high,between the channel of efficiency loss,low quality of the marketing team,and agent fees and large high-risk market,the impact of the insurance company constructed channel selection factor model,established the insurance company factors affect channel selection and evaluation index weights constructed casualty insurance company channel choice factors model,and insurance company channel evaluation and optimization analysis for analysis,and then measures proposed insurance marketing channel construction,including accelerated develop new marketing channels,pay attention to professional intermediaries channel construction,increase support sales channel development and maintenance,and development for agents and industry and personal insurance marketing channels,We proposed these measures innovative personal agent channels provide reference for the construction of insurance company channels in order to optimize insurance company marketing channels,thus contributing to the development of property insurance companies,improve the insurance company's position in the fierce market competition,promote enhance its overall competitiveness.