| With the rapid development of the economy and continuous improvement of the people’s living standard, China’s Motorization process is accelerating, demand of car consumption is strong, and vehicle population is increasing constantly. During China’s Eleventh Five-Year Plan, from2006to2010, the whole nation’s vehicle stock has doubled. Private ownership of cars is the mainstream of the car consumption, which is the primary reason of the vehicle population’s swift growth. According to the international working standard, if there are20%families own cars in a country, the author can conclude that this country has entered the era of cars. Until the late August in2011, in domestic, the vehicle population is around60units every thousand persons, basically satisfying the international public standard, and China has already entered the era of the cars.Our country’s car industry is developing quickly, and the idea of insurance consume is accepted by more and more people, doubtless, it increases people’s demand for the car insurance. Based on our nation’s property insurance, the motor vehicle insurance is70percent of the property insurance, people pay more attention to the motor vehicle insurance nowadays. Meanwhile, car insurance is facing a more complicated and more competitive situation. Nowadays, the insurance business entity is diversified, although each corporation takes various marketing strategies, according to the premise of car insurance product homogenization, the increasing space for average car premium is limited, the competition of fees is restarting. The insurance companies’business scale is getting larger and larger, but the revenue is thinner and thinner, which means the competition of the car insurance is bound to go to the direction of channel competition gradually. However, channel competition as one of the corporation’s most important sources, it plays the role of bridging communication between the insurance companies and the customers. The trend of the car insurance product homogenization becomes more and more obvious, when facing the same segment market, the automobile insurance company who masters the marketing channel, whose functions is more effectively, structure is more reasonable and management is more scientific will be the winner of the market.This essay is exactly based those factors as follows:researching and analyzing the relative theories of the car insurance’s marketing channel, the author makes some conclusions about the marketing channel model, its strengths and weaknesses of the car insurance market in our country in different developing steps; the author also combine the experience from foreign advanced car insurance marketing channel with providing some improved suggestions to our country’s car insurance marketing channel.The essay contains five chapters. They are:Chapter one:the introduction. This chapter is a general conclusion of the whole essay which is divided into three parts:the research direction, the research object and its meaning. Then there’ll be some related research results concluded-attention is paid mainly on the marketing ways of the whole insurance industry and the construction and management of the motor insurance marketing, domestically and abroad, merely covers the characters and disadvantages in the different stages of the motor insurance marketing, after sorting out the current motor insurance market. This chapter will also mention the logic, the study methods and innovations of the essay after learning the current situation in China and abroad.Chapter two:the related theoretical study results in motor insurance marketing. This chapter is the theoretical foundation of the whole essay and clearly tells the conception, the structure, the development of the theory, and the system design of marketing access. Firstly, the concept of marketing access is introduced to get some ideas of motor insurance marketing. Secondly, preparation can be settled to further study about the unique sales model in the motor insurance market, through the discussion about the sales structure. Then, showing the development of marketing access theory, the development condition and the recent advanced researching field will be understood. In the end, the system design is mentioned to be prepared for the advices about how to optimize the marketing access in Chinese motor insurance industry given in the end of the essay.Chapter Three:The analysis of car insurance marketing channel. According to their characteristics in the development process, the author divides our automobile insurance market into3stages:the initial stage, the growth stage and the expansion stage.(1)The initial stage was from1980s, when the automobile insurance industry recovered, to1990s, and the period was also the initial stage for our country’s insurance industry. And the characteristics the industry showed in this period are these:lack of subjects, single type and easy ratemaking. In this stage, the main channels to sell automobile insurance are direct sales system and agent system, and this essay summarize the advantages and disadvantages of these channels.(2)The growth stage begins in the late1990s. And in this stage, the industry developed with the following characteristics:the number of insurance companies was growing fast, intermediary market developed a lot, products diversified, and premium rate market-oriented. Also, the competition in automobile insurance industry become fierce and regulation was strengthened in this period. As a result, the insurance companies began to focus on Agency business. And the agent is divided into2categories, professional insurance agent and part-time insurance agent. And this essay will discuss the advantages and disadvantages of these two agents.(3) As the competition in premiums gradually changed into competitions in marketing channels, the automobile insurance industry stepped to the3rd stage, the expansion stage. In this stage, insurance companies set up different marketing channels. And they paid more attention to build their brands and serve individual clients, especially VIP clients. Moreover, in this stage, insurance companies also carried out integration of different marketing channels and at the same time search for new marketing channels. And as a result, telephone marketing and online marketing are invented. And this essay will analyze the two new marketing channelsChapter Four:Foreign marketing channel mode of auto insurance. This chapter selects several countries whose market of auto insurance is more mature to analysis the auto insurance marketing channels. Firstly, it is the U.S. auto insurance market, the main marketing channel is a professional auto insurance agent. And it’s doing rather well. Besides, U.S. insurers have different market segments, product diversification rates and fabulous humanized service. Secondly, it is the UK, the use of market segmentation and accurate pricing techniques to develop a unique sales channels, to seizing the customer for the price sensitivity extent. Thirdly, in Germany the unique advantage of market segmentation of regular customers by automobile insurance agents brings sustainable customer base and high persistency ratio of insurance. At the same time, insurance companies could invest the saved resources into research and development of new products to reinforce their Competitiveness. Finally, the Japanese segmentation of agents’commission does not rely only on their premium income, but also on their customer quality and profit margin. It strengthens insurance agents’screening of risky customers as well as their enthusiasm. The construction and management of marketing channels in developed countries are good examples for our automobile insurance market to learn from. Chapter FiveSome suggestions to optimize the methods of automobile insurance marketing channel in ChinaIn this chapter the author will give some suggestions to optimize the methods of automobile insurance marketing in the following aspects1) Insurance companies develop different kinds of automobile insurance products according to different marketing channels2) Emphasize the marketing channels through agents, establish incentive mechanism for those agents3) Accelerate the establishment of a platform for network marketing channel4) Find new methods to broadening automobile insurance marketing channels5) Encourage the cooperation among different automobile insurance marketing channels6) Establish evaluation system for automobile insurance marketing channels7) Make automobile insurance play an important role in the automobile industrial chain.In the end, conclusion. It is the summery of the basic points of this essay.The innovations of this essay are:firstly, in this essay, after realizing the history of automobile insurance market, I make a division of automobile insurance market in China according to the time periods and make a conclusion of the characteristics and various methods of the automobile insurance. Secondly, I refer to the different methods of automobile insurance marketing. Thirdly,I provide some suggestions to optimize the methods of automobile insurance marketing channel in China after analyzing China’s automobile insurance marketing of time periods and comparing it with those in developed countries who have advanced experience. |
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