The Study On The Car Insurance’s Channel Marketing Of A Property Insurance Company Anhui Branch

In July 2014, The prime minister Li Keqiang deployed the national strategy what is develop the modern insurance industry in the executive meeting of the Sate Council,propose《The Comments on accelerating the development of modern insurance industry》.《The Comments》 raised the View,that "The insurance industry is the focus of the development of modern service industry,and has great potential",and pointed out the development routeRecently, when interpreted Chinese historic new positioning of the insurance industry,Xiang Junbo,the China Insurance Regulatory Commission’chairman said:"Insurance is the significant industry in the modern economy,the basic system of market economy,and the basic means of risk management,and it can be able to develop its ability to the full during the process of modernization about the national governance system and ability ".As the industry management risk,the particularity of the insurance industry has determined that, only if hold more larger scale of insurance premium,the insurance company can ensure more adequate solvency, stronger ability to resist risks, and obtain more profit.Due to the development speed of the motor vehicle insurance market is faster than the non-car insurance market’s in China, so the motor vehicle insurance’s development is the support of the property insurance industry, and Its business accounted for about 60 to 70 percent of the entire property insurance business. The rising of all traditional property insurance company’s premium scale rely on the growth of the motor vehicle insurance business growth, except the property insurance company running special coverage(e.g. the export & credit insurance company)In order to add the premium income and extend the premium source, the property insurance company should contact surface extension of insurance products and customers by tap the potential of its own channels and use the outside channels.This paper’s research object is the status of the car insurance marketing channel of the A property insurance company Anhui branch, and it can support the theory basis and the reference value about the motor vehicle insurance’s construction, management, and development.The full paper is divided into six chapters and five parts. In the first part, the paper emphasizes the research’s significance and background, and determine the theoretical basis, research’s content and methods by combined with the domestic theory. In the second part, from the relevant concept of marketing channels, it defines the concepts, the marketing of the car insurance, and the car insurance marketing channels,and analyses the car insurance market environment in China. The third part focuses on analysis of A property insurance company Anhui branch current car insurance marketing channel of the status to finds the problems existing. The fourth part shows the Anhui market environment, the external competition environment, and Anhui branch’s advantages and disadvantages, by the analysis PEST. On the basis of above research, the fifth part puts forward the solutions and improvement strategy of the problems existing about Anhui branch’s channels of the car insurance marketing.