Analysis A Company Auto Insurance Marketing Channels

For many marketing management personnel, it is easy for us to associate the word"channel"with"water", and our brains will reflect the image of water flow implied by this word. From a deeper sense, we would feel and recognize the special innervation of the marketing channels; that is to say, the movement of the products and services are possible only after the exchange process, with the core lying in"exchange". Therefore, we can define marketing channel as various relations of exchange established during the process of acquisition, consumption and disposal of products and services, with the purpose of creating customer values. This definition implies that the exchange relation is one kind of mode, which is produced as per the demand of the market and service for the requirements of the market.Sustainable and competitive markets are dependent on the establishment of the channel relations; the practices of the marketing channels vary with the change of the environment. The methods of win-win channel relations will come into being soon.。The long-term trend of this relation is not only limited among companies.It is well known that along with the development of the social economy and the improvement of the living standard of the people, insurance, as one kind of intangible product, is quickly accepted by the people, and is brought into the range of mass consumables. Meanwhile, for the insurance company facing internal and outside environment changes, the appearance the marketing channel in a forceful way makes its management of marketing channel relations become more complex and more challenging.This article consists of four parts: the first part introduces car insurance marketing channel mode and existing problems of company A; the second part summarizes relevant theories about marketing channel relations, with emphasis on the concept of marketing channel, channel conflict and the principle and method for handling the conflict; the third...