Research On Marketing Channel Strategy Of Shangqiu Branch Of Ping An Property Insurance Company

Domestic property insurance companies have many brands,market competition incentives,with products tend to homogenize,marketing channels for property insurance companies have become increasingly important.China ping an property insurance co.,ltd.Shangqiu central branch company(referred to as ping an property insurance Shangqiu branch company)in recent years,the scale of premium growth has slowed,market share has not made a big breakthrough,not rise but fall,in the fierce market competition,do not advance or retreat,the situation is grim,the company is facing difficulties.Analyzing the current situation of marketing channels of ping an property insurance Shangqiu branch company,there are many shortcomings in existing marketing channels,the development of traditional channels is slowing down,the contradiction between traditional channels and people’s increasing diversified demand is beginning to highlight.The purpose of this paper is to analyze the current situation and problems of marketing channels of Ping an property insurance Shangqiu Branch Company,to seek to adjust the improvement strategy,to provide reference suggestions and theoretical support for the channel management of the company,and to help the company to develop steadily and continuously in the incentive market competition.First of all,this paper introduces the theoretical basis of marketing channels and the current research situation at home and abroad,selects the specific case of Ping an property insurance Shangqiu branch company,analyzes its existing five marketing channels management present situation and the existence question with the questionnaire investigation,combines the theory with the practice,obtains the marketing channel adjustment strategy and the improvement opinion.The whole research process is guided by consumer demand,drawing lessons from the relevant data of CIRC official website,Shangqiu Insurance Industry Association and Company Industry Management Department,and carries out a comparative analysis of these data between the main bodies and institutions of the same industry market,and explains them on the basis of actual data,so that the later strategies are more persuasive.The research on marketing channels of domestic property insurance companies is still in the primary stage.Nowadays,all property insurance companies are actively exploring the innovation and optimization of marketing channels.With the emergence of a new generation of consumers,the channel preference of consumers has changed,and the innovation and reform of marketing channels is imminent.