Research On Business Development Strategy Of Car Dealer Channel Of PICC Z Branch

As the "reservoir" of auto insurance business,auto dealer channel is the main access channel for new car insurance business of property insurance insurance companies.It has stable auto insurance renewal business and non-auto insurance business that develops rapidly with the growth of the channel.The development of auto insurance business directly affects the development of the whole auto insurance business of property insurance companies.This thesis takes the development of car dealer channel business of PICC Z company as the research object,uses PEST and Porter’s five forces model analysis tools,and based on the marketing mix theory,makes a comprehensive analysis of the macro-environment and competitive environment for the development of car dealer channel business of PICC Z company,and points out the existing problems in the development process of car dealer channel business of PICC Z company at the present stage.First,because the auto insurance products of property insurance companies tend to be consistent,product homogeneity cannot achieve differentiated competitive advantages.Second,due to the regulatory requirements on differentiated market costs and the company’s restrictions on the market costs of new energy vehicle insurance business,PICC property insurance Company Z is in a weak price position and passive in the industry competition.Third,the hierarchical management of cooperative dealers is not strict,the precise delivery of accident vehicles for repair lacks process management,the maintenance of stock customers is insufficient and the loss is serious,and the channel maintenance and management problems of vehicle dealers are unclear in the direction of channel performance assessment.Based on the relevant theories and studies of previous scholars on auto dealer channels,this thesis takes PICC Property Insurance Z Company as an example to compare and analyze the business data of auto dealer channels at the present stage and find out the problems existing in the business development of auto dealer channels.With the help of SWOT matrix analysis model,this thesis makes an all-round analysis of the advantages,disadvantages,opportunities and threats faced by PICC property insurance Z Company.It provides an important basis for the formulation of vehicle channel business development strategy.Combined with the above conclusions and the7 Ps marketing mix strategy,the paper further puts forward the vehicle merchant channel business development strategy of PICC Z Company: the product strategy combines new energy auto insurance products with additional insurance,expands the marketable terms of non-auto insurance products,innovates the combination of cross-types of insurance,and combines auto insurance and non-auto insurance combination products;The price strategy strictly complies with the regulatory requirements,establishes a quarterly adjustment mechanism for the market cost of new energy auto insurance,and implements the upper limit of the independent pricing coefficient for new cars and flexible pricing for old cars;Channel strategy to strengthen the basic management to improve the repair resource replacement efficiency of accident vehicles,strengthen customer maintenance management,improve the effect of vehicle and electric call;Promotion strategy combined with the market conditions of the same period to select time nodes,flexible innovation promotion mode,using a variety of direct customer publicity channels,sufficient human resources;Personnel strategy to provide adequate human resources to improve the overall quality and ability of resident managers;Tangible display strategy to formulate vehicle channel resident manager dress and service standardization construction assessment methods,intensive training;The process optimization strategy takes into account both underwriting and claims process optimization.Finally,perfect safeguard measures are formulated from the aspects of system,information technology and human resources to ensure the smooth implementation of Z company’s vehicle dealer channel business development strategy.The study of this thesis has a good practical guiding significance for the future development of car dealer channel business of PICC Z Company,and can also provide certain reference for the development of the industry.