Research On Marketing Channels Of Property Insurance

According to the insurance statistics report of the first half of 2017 issued by the CIRC,the original insurance premium income was 2314.015 billion yuan,up by 23.00% year-onyear.At the same time the insurance institutions implement the insurance industry "going out and bringing in" development policy,at the end of 2016,there were sixteen foreign insurers have set up 57 foreign insurance companies in China.With the development of insurance market and the increase of insurance subject,the insurance industry is facing fierce competition.The homogenization of insurance products is serious,so the channel has become the main insurance parties must fight for.Channel differentiation becomes the key for insurance companies to establish their core competence.J insurance is a new company of six years old,whose development strategy is to "channel sales,centralized control,professional operation,differentiated management",and its business keeps growing fast.It has accumulated certain experience in channel construction in six years.It has formed the intermediate channel car dealer channel,key customer channels,professional agents,agents and industry,insurance salesmen and direct individual and group customers to expand their business and other diversified sales channels.However,there are still some problems that need to be improved.In order to solve the problem of channels of J insurance company,for this case study by combining the theory with the practice we did case study of the actual situation and problems of J insurance company.We will optimize the channel of J insurance company,with advanced European research findings and good experience of domestic insurance company and explore a growth path suitable for J insurance company marketing channel.This article is divided into five chapters,the first chapter is the introduction.It mainly introduces the background,significance,research status,research methods and research ideas at home and abroad.The second chapter is an overview of the theory.It mainly introduces the connotation,classification and function of insurance marketing channel,and briefly introduces the content of insurance marketing channel research.The third chapter is the analysis of the status quo.We investigated the existing marketing channels of J insurance,and analyzed it based on advanced theories and practical experience to find out the existing channels and find out the cause of the problem.The fourth chapter is environmental analysis.The macro environment,competitors,advantages and disadvantages of the marketing channel of J insurance company are analyzed comprehensively.The fifth chapter is the optimization strategy.Put forward specific proposals for J insurance company sales.Through a comprehensive analysis of the J insurance company,we can draw several important conclusions: first,every single channel should be optimized and improved;second is the resource sharing among channels;the third one is to further expand the network marketing channel;forth,the optimizing of the channel is not only to "sell",but to "manage".