Study On The Optimization Of The Marketing Channel Strategy Of PICC Shenzhen Branch

The rapid development of China’s economy has laid a solid foundation for the development of Chinese Insurance industry.Shenzhen,as one of the most developed and abundant cities in China,is the forefront of China’s reform and opening up.In recent years,more and more market players have joined the fierce competition in the insurance market.People’s Insurance Company of China Shenzhen branch(hereinafter referred to as the Chinese PICC Shenzhen branch)since alone in Shenzhen from 1979 until now it has expericend three stages: Complete monopoly,oligopoly and the transition from oligopoly to complete market.With the increasing competition,the market share of PICC Shenzhen branch has dropped year by year,from 100% to 22%.Not only because of the market,but also the problems from ourselves.Among them,there are prominent problems in the construction of marketing channels,leading to the gradual decline of their competitive advantages in the market,and suffering more and more threats from other competitors.This paper uses the relevant theories of marketing knowledge,analysis and diagnosis of the marketing channel about the problems existing in the PICC Shenzhen branch,elaborates the advantages and disadvantage of the marketing channels and also the problems existing in the construction of channels.At the same time,through the analysis of the market environment and target market strategy by PICC Shenzhen branch,combined with the actual situation of the company,the author puts forward the optimization strategy for the current marketing channel construction.In combination with the special circumstances of the insurance market in Shenzhen,according to the actual problems from PICC Shenzhen City branch in the traditional state owned insurance company to conduct a comprehensive and profound analysis,the purpose of this paper is to identify problems and shortcomings,and give full play to its own advantages,explore to adapt to the current Shenzhen marketing channel strategy,effectively promote the PICC Shenzhen branch quickly coming out of the woods,to regain the leading position in the market.At the same time,it also has important reference value to other traditional property insurance enterprises.