Research On The Marketing Channel Integration Of PICC&ZJ Branch

Since the insurance industry in China began to resume operation in the 1980 s,the business scale of property insurance is about to surpass one trillion yuan with the rapid development of the economy and growth of the insurance business.At the same time,the depth and density of the insurance business in China are not as well as those in the developed countries.There is still a big gap compared to.PICC(People's Insurance Company of China)has been leading the domestic property and casualty insurance market with its capital stock,premium scale,underwriting ability,payment strength and professional team,all of which are leading the domestic insurance market ahead of other peers in all aspects.As subordinate independent operating agencies of PICC,PICC ZJ branch also occupies the same lead position in the local market.With the advancement of information technology and rapidly growing of e-commerce,new sales channels have begun to impact traditional sales channels and the industry is facing the new challenges.How to proactively integrate and innovate the company's sales channels to ensure that the company can maintain its leading position in the new market has become an urgent question.This paper firstly introduces the property insurance market,analyzes the trend of the future and raise the question which needs to be solved urgently.It analyzes the classification categories of property insurance and the characteristics of different categories.In the meantime,it also identifies the different target groups for individual categories,and especially analyse the trend of new sales channels.Next,it analyses the property insurance industry by SWOT,combining the present advantages,disadvantages,opportunities and crises of the industry,analyzing the future trend of the market and proposing the suggestions for the future.The fourth,fifth and sixth chapters are the key points of this thesis.It reviews the development of PICC,analyzes the development of each sales channel,respectively from the composition of the business,the support of development,the challenge encountered and etc.For each channel,it also raises the question during the company developing.Next,based on the business data of PICC ZJ branch from 2014 to 2016,from the professional channel,agency channel,VIP customer channel,direct sales channels and personal agency channels,the paper analyzes the scale of four dimensions—premiums,administrative fees,marketing expenses,labor costs and the reasons of the problems for these channels development.At the same time,comparing the management data of the new channels of PICC ZJ Branch and Ping An Insurance XX Branch,the author uses actual data to study the success of the innovation.Finally,according to the previous experience and data analysis,proposed the conclusion for the integration of the traditional sales channels with the new sales channels of PICC ZJ branch in the future,and gives suggestions for the development of the company in the future as well.The thesis found that with the rapid development of the modern network,the new online sales channels have the ability to integrate with the traditional sales channels in the insurance business.The "PICC V" and the "Ping An Insurance Network" is a successful case of integration.With the step liberalization of supervision by the insurance regulation on the online sales channels,the integration of the new sales channels into traditional sales channels will be accelerated.To keep the position in the market,The PICC ZJ Branch needs to adopt this transition as soon as possible and actively cope with this through self-reform.According to the current situation of traditional channel operation of PICC ZJ Branch Company,the paper gives suggestions for the integration of traditional sales channels and new network sales channels.This thesis summarizes and categorizes the sales model of the property insurance industry,especially the data comparison analysis of PICC ZJ branch,PICC ZJ branch and Ping An XX branch in the new sales channels.A comprehensive and systematic study of the integration of the new sales channels of the PICC ZJ branch provides the basis for the daily management of the company,also provides some inspiration and reference for the company's transformation in the industry.