Research On Management Of Auto Insurance Marketing Channels For CIC Property Insurance Company Shaanxi Branch

At present,the overall operation of the property insurance market in our country shows a steady trend with continuous expansion of business scale and continuous structural adjustment.As the largest insurance of domestic property insurance,motor vehicle insurance occupies an irreplaceable role and position in property insurance companies.It is of great significance for property insurance companies to make good marketing channels for motor vehicles.With the commercialization of commercial fares and rates of market-oriented,Internet technology to boost industry innovation,the formal implementation of the second-generation supervisory system,the property insurance company in China Motor Vehicle Insurance sales channel management put forward higher standards and more stringent requirements.It is imminent to integrate the insurance marketing channels of motor vehicles,innovate the channel management mode,and realize the organic integration of traditional marketing channels and emerging marketing channels.Make full use of the advantages of insurance channels,strive to find breakthroughs,make full use of the Internet + influence in the insurance platform,and promote the continuous innovation of the insurance industry to form an insurance competitive market environment for entrepreneurship and mass innovation.Break through the bottleneck of the marketing development of the motor vehicle insurance business and realize the steady and healthy development of the motor vehicle insurance business of the Company.Based on the related theory of automobile insurance marketing channel,this paper analyzes the current situation of automobile insurance marketing channel business in CIC Insurance Company Shaanxi Branch and finds out the existence of customer-centered the channel management organization structure system is not perfect,the channel control is not strong,the channel cost is higher,the channel conflict appears day by day and so on.Long-term control of auto insurance rates resulted in a single and extensive development of products and services.As a result,the auto insurance market is still in a low-level competition stage.The insufficiency of the insurance regulation laws and regulations and the difficulty in forming an effective regulation of intermediary channels are the causes.On this basis,we followed the principle of customer demand,the principle of channel efficiency and the effectiveness of channel control,optimized and improved the auto insurance marketing strategy of CIC Insurance Company Shaanxi Branch,from agency marketing channels,the individual marketing channels,network marketing channels and team marketing channels,in four aspects of the company's auto insurance marketing channels to evaluate the comprehensive value.In the end,the Company optimized the organizational structure of its employees to enhance the professionalization of their staff.They also rationalized the allocation of financial cost resources,strengthened the normative control of financial expenses,enhanced the value-creating ability of informatization,strengthened the management and control over indirect sales of auto insurance,and strengthened the management of information security.Strengthen the interactive development of various channels;improve service standards,implementation of differentiated services and other five aspects of safeguard measures.With a view to enhancing the strategic management level of automobile insurance marketing channels in Shaanxi Branch of CIC Property Insurance Company and promoting the healthy and rapid development of the auto insurance business of the Company.At the same time,it provides reference for the improvement of the auto insurance marketing channel strategy of other similar property insurance companies.