Research On Delicacy Management Of The Car Dealer Channel In Insurance Companies

Since China joined the WTO in 2001, the insurance industry has been accelerating its development to meet global standards. As new property insurance companies emerging, the competition in the car insurance field is becoming fierce. Insurance companies do the marketing with diversified marketing channels to enlarge their market shares.In numerous channels of the car insurance, the car dealer channel is an important way of premium source. So that it attracts investment of finance and human resources from the insurance company. However in recent years, with the change of market and regulatory situation, insurance companies’ generous investment in the car dealer channel has not generated high profits in return, or even a loss. The main cause of this phenomenon is that insurance companies have not conducted delicacy management when running the car dealer channel, and as a result they cannot gain the upper hand of car dealers in the game.Taking the CPIC as an example this paper studied the innovative actions taken by insurance companies in terms of car dealer channel delicacy management, and the effect of this action in enhancing insurance companies’ game power towards car dealers. Based on this, the necessity of car dealer channel delicacy management and its room for improvement are further discussed.