| As the property insurance market is completely open to foreign capitals,the degree of internationalization of the insurance industry is gradually increasing,and the number of Insurance Subjects is increasing,the competition of premium resources is becoming more and more fierce,the differences between insurance products and prices is getting smaller and smaller,so the insurance marketing channels become the core competitive advantage.The classification of marketing channels based on customer segmentation,development,maintenance and service standard can provide personalized service according to different needs of customers preferably,and open up the target market more effectively.On the construction of channels,Henan branch of S P&C insurance Co.devotes to the development and innovation of marketing channels.And after several years of development,has gradually formed diversified sales channels,such as direct channels,car dealer channels,intermediary channels,cross selling channels,telemarketing & Internet sales,store sales,rapidly expanded the market share.Otherwise,different channels have their own drawbacks,such as extensive management of channels,uneven development of channels,serious conflicts between different channels,and so on.Therefore,it is imperative to integrate channel resources,innovate development mode,optimize channel construction and break the bondage of original channel marketing mode.This paper analyzes the status and problems of vehicle insurance marketing channel in Henan branch of S P&C insurance Co.,Firstly,through summarizing the backgrounds,methods and related theories,and laying a theoretical foundation for the follow-up study;secondly,the marketing channel environment of S Property Insurance Henan Branch is analyzed from the macro-environment,industry environment and micro-environment,so as to make further progresses.Thirdly,it summarizes the marketing channel status of S Property Insurance Henan Branch from the aspects of channels,such as direct channels and intermediary channels and telemarketing & Internet sales,and analyzes and excavates the existing problems in the marketing channels.Finally,according to the analysis of the previous situation,the paper puts forward in the aspects of digging strong channels,strengthening weak channels,opening up new channels and strengthening channel integration and management.After researching,the conclusions of this paper are as follows: S Property Insurance Henan Branch needs to make efforts from the following aspects based on the principles of customer satisfaction,economy and target,and channel target incentive: firstly,to dig deep into the main channels to improve business increment;secondly,to strengthen the weak channels,multi-channel integration and development;The third is to innovate and expand new channels to meet the diversified needs of customers;the fourth is to strengthen the integration of channels and to improve the effectiveness of channel management;the fifth is to strengthen the construction of talent mechanism and strengthen human resources protection. |
