Research On Marketing Channel Of Tian An Insurance

Tianan Property Insurance Company is the first share-holding commercial insurance company in China which was established in accordance with the modern enterprise system and international standards, which ranked No.10in the market share of the national property and insurance market. As the interest competition is increasingly fierce, to occupy the market, increase their market share, the competition in insurance marketing channel has become the focus of the competitions between insurance companies. In this context, studying the marketing channel of Tianan Property Insurance Company will be very important in theory and practice.By using the basic principles and theoretical knowledge of marketing and management, as well as learning from the advanced experiences in the development of insurance marketing channel at home and aboard, this paper analyzes the present marketing channel of Tianan and elaborates the advantages and disadvantages of each channel and its existing problems. Meanwhile, this paper makes an analysis and research in Tianan’s marketing environment from the aspects of its macro and industry environment and subdivides the target market to set the target market. On the basis of it, this paper also puts fro ward the reconstruction strategy in marketing channel to build up the Tianan insurance marketing channel system.The paper is divided into seven chapters. The first chapter is introduction including the research background, significance, content and method, etc. The second chapter is to introduce the basic concept of insurance marketing channel. The third chapter is an empirical analysis of insurance marketing channel. The fourth chapter is a study of the present marketing channel, through an intermediate agent and the shortcomings and experiences of the channel development process. The fifth chapter is an analysis from the macro environment and competitive market, to make market segmentation and target market selection. The sixth chapter will point out the reconstruction strategy of the Tianan Property Insurance Company’s marketing channel and the safeguards about the reconstruction strategy. In the last of the article, it will generalize the key content of the paper.