Research On Car-dealer Channel Business Development Of SC Property Insurance Company

Car-dealer channel is a marketing channel which sales insurance products by car manufacturers,distributors,repairers and their agencies.It's one of the important channels of vehicle insurance sales,and it plays an important role in promoting high quality vehicle insurance business,because of its high quality and large quantity.As a result,it becomes a market cake that insurance companies are scrambling for.In an increasingly competitive market situation,car-dealers ask for high cost and maintenance resources from insurance companies,through the control of new vehicle insurance business.Property insurance companies gradually fall into a passive position in the gambling partnership,leading to a serious outflow of insurance industry profits.Based on theories and researches of previous scholars,this paper will analyze the current situations and problems of development of car-dealer channel,which takes a typical market entity-SC Property Insurance Company as an example.The development environments of the company will be analyzed from the macro,medium and micro levels.Meanwhile,the advantages and disadvantages of the company will be dissected by means of the Porter's five forces and SWOT analysis.It will be discussed how to achieve comparative advantages in relation to car-dealers from the aspects such as strengthening of basic management,linkages from the upper and lower,and resources integration.Thus,strategy suggestions for the companies in similar market position will be top-down groomed from the enterprise level,local business lever,and specific functional level.The channel business cooperation is a many-to-many relationship,and the benefit relationships are complex.It's a competitive relationship between different insurance companies whereas it is a game relationship between car-dealers and insurance companies.Car-dealers maximize the gain through disordered competitions of insurance industry,while insurance companies obtain new vehicle insurance resources from car-dealers.In the homogeneity competition of vehicle insurance,through one strategy,it's very difficult for insurance companies to transform the status of cooperation and stand out from competition.Thus,around SC company's actual situations,strategy suggestions will be given to provide reference in related field,such as incentive assessment,quality control,resource integration,and service promotion,by elevating maintenance of relationships to a customer service height,classifying cooperative partners through principle of sub-division,coveringthe shortages as much as possible to realize the relative core competitive advantages.