Research On Optimization Of Auto Insurance Marketing Channels In Hebei A Property Insurance Company Under The Background Of Digital Transformation

Currently,China’s auto industry is developing at a rapid pace,with the number of motor vehicles in the country reaching 417 million in 2022,an increase of 5.39% from last year.Cars have turned from a luxury into a means of transportation form majority,which has created a enormous market for property insurance companies to sell auto insurance.However,the scale of auto insurance premiums has shrunk along with the reformation of commercial insurance rates pushed forward,claim pays rose rigidly,further compressing the industry’s space of cost.The comprehensive costs in the industry remained high,marking the auto insurance market has officially entered the era of meager profits or even losses.Promoting the digital transformation of the company and building core competencies is an important means for property and casualty insurance companies to get out of the predicament,and building the capacity of marketing channels is an important part of building core competencies.Auto insurance marketing channels are the necessary intermediaries for property and casualty insurance companies to communicate with customers,and more and more companies focus on the competition of marketing channels.Therefore,it is of great theoretical and practical significance for property and casualty insurance companies to study how to empower channel development and solve channel problems with the help of digital transformation.This paper firstly introduced the background and significance of the study,and through collecting data and reading articles,we combed through relevant literature to determine the research content and methodology of this paper,then introduced related concepts and theories.Secondly,the basic situation of Hebei A Property Insurance Company and the current situation of auto insurance marketing channel development are introduced.Once again,through data and information analysis,questionnaire research,and senior interviews,the problems faced by Hebei A Property Insurance Company are clarified into five aspects:channel customer acquisition ability,sales ability,team management ability,channel conflict situation and channel cost,and it is found that there are problems such as weak channel active customer acquisition ability,weak team sales ability,insufficient team management ability,constant channel conflict and high channel cost,and the problems are addressed.The problems are analyzed and optimization solutions under digital transformation are proposed.Finally,the conclusion of this paper are drawn and the inadequacy and outlook of the research are presented.This paper analyzes the current channel status and problems faced by the company,which are also the problems faced by most of the peers in the current business process.However,as the market environment of the company changing,the conclusions presented in this paper may have certain limitations,and the future can be combined with market changes and internal adjustments of the company to continuously improve the relevant research.