Research On Marketing Channel Management Of TB Property Insurance Company Dongguan Branch

With the rapid growth of China's economy,the country's policy orientation to the insurance industry is becoming more and more obvious.In recent years,the insurance industry has also appeared blowout,except for the new forces,TB insurance company Dongguan branch as the representative of the the traditional insurance company's competition is becoming increasingly intense,coupled with the 2017 two auto insurance market chaos and fee regulation documents have landed,the crude business model of the insurance company has to be changed.In the property insurance industry,there is not much difference between products and marketing methods.Therefore,the opening and application of marketing channels can be regarded as the aorta for the development of the property insurance industry,so as to enhance the competitiveness of the company and provide impetus for the healthy development of the modern insurance industry.The author used the method of case analysis to study on the specific case of TB property insurance company Dongguan branch.After consulting a large number of domestic and foreign theoretical research and application which related to relevant product marketing channel management,the author analyzed both the external marketing environment and internal business environment of TB property insurance company Dongguan branch.From the various channels,the current situation of each channel was deeply analyzed,and the existing problems were summarized.In addition,the author drew on the experience of the channel management of foreign financial insurance companies,combined the actual situation of the company and discussed the advantages and disadvantages of the existing management of it.And it also tried to find out some suggestions from the four aspects including design,implementation,membership management and control of marketing channel on how to grasp the new opportunities and challenges in the new situation.The significance of the research is not only reflected in the future development of the company,but also for the other companies in the same industry,or the similar management of different companies.