Study On The Optimization Of The Marketing Channel Strategy Of TPCC Cross-selling Channel

With the deepening of market-oriented reform,the insurance industry has developed rapidly,the insurance companies are mushrooming,so is the insurance intermediary market.Meanwhile,affected by the state's macro policy,the auto insurance market with 75% share of property insurance market has grown from a high growth and emerging market to a mature market with low growth rate.Then,the property insurance market growth has slowed down and the market competition has become increasingly fierce.Under such the background,Taiping General Insurance Co.,Ltd.(hereinafter referred to as “Taiping General Insurance”)is also forced to rely more on the insurance intermediary channel to obtain the customer and business as a typical medium-sized insurance company.So,the problem of insufficient ability to obtain and retain customers is also growing increasingly.According to the above situation,the paper selects “life-sales-general channel”(also called as cross-selling channel),one of the three major strategic channels in Taiping General Insurance as the research subject,and makes study on the optimization of channel strategy under the theoretical framework of channel gap analysis,and offers the optimization program.First of all,through field research,data and case analysis,there are three main problems: the growth of insurance business is weak,difficult to control the cost and the channel conflict.Secondly,starting from the analysis of consumers the structure and channel preference,based on the search convenience,price,claims service and sales staff trust,the private cars insurance market can be divided into four segments of the market.It is concluded that the marketing channel should be optimized according to the different needs of different customers.Finally,the author put forward a comprehensive optimization scheme.On the one hand,refine the channel market coverage strategy,solve the channel car heart business growth is weak;on the other hand,according to the specific needs of customers channel optimization strategy to solve the alienation of poor sales of the high cost and difficult to control the problem of channel conflict.