Research On The Marketing Channel Optimization Strategy Of The YA Property Insurance Company Qingdao Branch

With the rapid development of the Internet,etc,the new external environment strongly impact the traditional insurance marketing model.The development of the insurance industry needs a breakthrough.In recent years,there have been a variety of new marketing channels,such as telephone sales,Internet sales,community stores,and insurance sales company.These new marketing channels enrich the sales channels of Chinese property insurance industry,but these emerging marketing channels in general are still Immature How to optimize existing channels and develop new channels,become an important issue for every property insurance company,YA Insurance Company Qingdao branch is no exception.This paper adopts literature research method.By learning from theoretical research on domestic and international marketing channels,marketing channels reforming and insurance marketing channel,the author lays the theoretical foundation for the research of this thesis.In this thesis,interview survey method is used.By interviewing with the staff in the insurance industry,the author collects business and management information about the insurance industry and YA Property Insurance Company,and their analysis of property insurance sales channel.The writer adopts the comparison methodology.She compare and analyses the current situation of property insurance companies marketing channel,the reason of choosing,the existing problems,the conditions and opportunities for development of these marketing channels.In this paper,it uses YA Insurance Company Qingdao branch as samples.From the marketing channel optimize perspective,firstly,it analyses the present development situation and development trend of the domestic property insurance company.Next,it analyses the internal and external factors affecting YA Insurance Company Qingdao branch marketing channel change,the necessity of optimizing it's marketing channel.Then,combined with the management practice of YA property insurance company Qingdao branch s marketing channel,this paper studies particularly the emerging channel mode of insurance industry,such as Internet sales,sales company,community stores etc.,After these analysis,it considers the possibility of YA property insurance company Qingdao branch carrying on various marketing channels at the stage that the emerging marketing channels are not yet mature.On these basis,it proposes the thinking and the strategy of its marketing channels optimization.Finally,it proposes the security of implementation of YA property insurance company Qingdao branch at present stage.This paper argues that,for YA Insurance Company Qingdao branch,offline sales are the impassable basis and development process of online sales,the time is not matured yet for insurance sales separate from products development.At the present stage,the thinking an strategies of marketing channel optimization are as follows,YA Insurance Company Qingdao branch adds strategies of new channels on the basis of the original full channel sales model;In view of the problems existing in its marketing channels,the company carries out the optimization with a differentiated development strategy,according to its own resources and capabilities and taking advantage of their own advantages as a breakthrough.The company optimizes the new channels with the traditional channels,optimizes the online with the offline channels,and optimizes the direct and indirect channels:The company constructs characteristic and dominant channel,determines key development channels,selects suitable competitive position for each channel's competitive position in the market,clears the main position and the time schedule for propulsion of each business channel,reduces channel conflict,increases the attractiveness and controlling force of the channels,improves the effectiveness of online marketing communication,reduces the level of circulation of some businesses in marketing channels.Through these optimization measures,so that the marketing channels operating results of YA Insurance Company Qingdao branch have improved.At present,the management of marketing channels is extensive and aging,and lack of innovation,these are the common characters of the domestic insurance industry.This paper analyses the feasibility of the implementation,condition,opportunity,key link of carrying out the emerging channel mode of insurance industry in YA Insurance Company Qingdao branch and researches the strategy of marketing channels optimize.These analysis and researches,for YA Insurance Company Qingdao branch,are conducive to achieving unique competitive advantages of marketing channel in the market,for YA Insurance Company,optimizing its marketing channel in Qingdao as pilot,risks and costs are relatively low,but promoting the experiences among YA companies are applicative,for the insurance industry,they can be reviewed and debated.