Study On The Marketing Channel Of ZG Property Insurance Company Auto Insurance Business

Nowadays, China’s socialist market economy has achieved stable development and the residents’consumption power has greatly been enhanced. Therefore, the sales market of motor vehicle continues to expand, and motor vehicle insurance business increases rapidly. From the perspective of property insurance field, the motor vehicle insurance business currently has achieved a greater growth than other types of insurance business. With increasingly expanding volume of business, motor vehicle insurance business has become the core business of property insurance companies. The overall insurance market is characterized by increasingly complex consumer demand and higher demands for insurance products. However, the insurance companies show the tendency of homogenization in insurance products, and fail to meet the different needs of consumers, with the lack of flexibility in auto insurance system. Despite the increase in auto insurance business, the profit margins of auto insurance business are actually constantly compressed. This paper conducts a case study of auto insurance business of ZG Property Insurance Company, probes into the current marketing channels of auto insurance business, reveals the deficiencies in terms of auto insurance marketing channels, and proposes corresponding strategies.Firstly, the paper elaborates on the definition, type, structure, optimization and expansion of marketing channels. Secondly, it analyzes the characteristics and deficiencies of ZG Property Insurance Company in terms of its auto insurance business marketing channels, such as personal marketing channel, team marketing channels, and marketing channels of part-time agency company and bank, network marketing channels and other channels. Based on the analysis of the company’s deficiencies in marketing channels, it puts forward relevant countermeasures from the perspective of constructing auto insurance marketing channels like personal marketing channel, team marketing channels, and marketing channels of part-time agency company and bank, network marketing channels and other channels. In particular, it makes proposals in the construction of network marketing channels such as WeChat marketing, mobile client marketing, official flagship store marketing as well as other feasible network marketing channels.Finally, the paper puts forward the safeguard measures for ZG Property Insurance Company to construct insurance business marketing channels, that is, the optimization the functions of organizational restructuring department, the establishment of a wide range of insurance products system, implementation of reasonable pricing strategy in various channels, and enhancement of service awareness of each channel.