Study On Marketing Channels Management Of A Company’s Vehicle Insurance

In the insurance industry of China, the motor vehicle insurance (brief name:car insurance) has become an insurance which has the largest premiums in property insurance company. The paper is a research about marketing channel management of A company. It has a good reference value for management and development planning innovation in car insurance marketing channels of A company. The paper is divided into four chapters, about three parts.The paper first briefly introduces the marketing channels of the motor vehicle concepts, features and market, as well as domestic and international marketing channels theory. And it is also analyzes and summarizes our car insurance market, macroeconomic environment, regulatory environment’s technology environment and demand environment. The paper sets a classification of car insurance marketing channels as well as the characteristics, advantages and disadvantages of the various channels, and describes the concept of channel confliction.Through the internal and external influence factors of A company’s car insurance, the paper examines each of A company’s car insurance marketing various channels. A company has the problems about expanding the market, losing of the clerk, insufficient emphasis on the marketing staff in personal marketing channels. It would have the problem about the people have uneven affection after accepting training in team marketing channels. In the telephone marketing channels, it would make insufficient of marketing professional quality; difficult for collection of customer information; weakness of insurance products’ recognition. In the network marketing channels, it could have the lower of the customer experience. In the intermediary marketing channels, the legal status of the marketing staff is more confusion; the agent’s status is lower and is impacted by the financial institutions. The paper also analyzes the environment and the union of advantages and disadvantages through the SWOT analysis method.According to the problems above all, the paper point out the drawbacks of car insurance marketing channel in A company. And propose that marketing strategy should focus on car insurance marketing channel segments and differentiation of products and channel. Taking appropriate promotional tools and service innovation, effectively improving the marketing staff quality and quality of service, improving incentives and appraisal system, strengthen the effective communication of the channel members, and to meet the ever-changing market demands, Then extended to the whole industry, enables the car insurance industry development continued rapidly, healthy, and orderly, and contribute to the growth of the national economy.