The Research On A Insurance Company Of Car Dealer Channel Marketing Strategy

With the rapid development of automobile industry and the rising of the car ownership,motor vehicle insurance of the property insurance company is more and more popular for the consumers and being accepted gradually. It has become the first vital coverage in these property insurance companies.As the nation's largest property insurance company, A company owns a large market share but it is declining for the auto insurance business have gradually been swallowed by Ping An Insurance Company, Pacific Insurance Company and other small&medium-sized property insurance companies. So it's crucial to control and develop the car insurance's marketing channel and make effective marketing strategy for A insurance company.In this paper,we discussed the insurance company's marketing channel and took A insurance company's car dealer's marketing strategy as research object. First,we analyzed the existing marketing strategy and problems of A company dealer channels based on the company's business operations, the car dealer's business and financial conditions. Second, we analyzed the external environment from these four perspectives: politics, economy,technology and society with PEST analysis ; meanwhile we analyzed the internal environment from the human resources,customer service,claims service,information technology,the channel management and using Porter's five strength models to analyze the industry environment. Finally, we proposed the optimization and the safeguard measures of channel marketing strategy in A insurance company .