Research On Professional Intermediary Channel Management Of DH Property Insurance Henan Branch

Property insurance is a kind of insurance subject with property and its related interests.The bridge used by insurance company to sell insurance products to consumers is called marketing channel.In China,property insurance companies generally divide marketing channels into professional intermediaries,part-time agents,personal agents,employee direct sales,telephone and network sales channels.The research object of this paper is a small and medium-sized property insurance company in henan province,DH Property Insurance Company Henan Branch(referred to as "DHPIC Henan Branch).The company to sell the product transparency high,margins lower car insurance is given priority to,increasingly intensified competition,the company gradually the focus of the competition to develop high quality and low cost of marketing channels,including professional intermediary channel was the most important source of premium contribution,and in recent years,along with the other channels atrophy,professional intermediary channel status more and more important.Based on the above background,this paper applies the thought of "Discovering Problems--Analyzing Problems--Solving Problems".The main structure is as follows:The first is Discovering Problems In this paper,we investigated the cooperation between DHPIC Henan Branch and the professional intermediary channel.In the research,we found that there are many problems in cooperation: firstly,the proportion of fees paid by professional intermediaries is too high;Second,some professional intermediary business operation is not standard;Third,professional intermediary marketer professional quality is poor;The fourth is that DHPIC Henan Branch has extensive management of professional intermediary channels.You can help the DHPIC Henan Branch,despite the more professional agents to complete the premium performance indicators,such as the extensive management and more irregularities will not conducive to the company's long-term healthy development,should abandon the bad tendency that as known as "More Premium And Less Channel Management".Secondly,Analyzing Problems,this paper draws on the thinking of 5 m fishbone diagram of quality management,this paper analyzes the causes of the problems existing cooperation,induces the reasons for the industry,professional intermediary factors,the company's own channel management three aspects.This paper demonstrates the necessity and feasibility of establishing and perfecting the channel management system of the company.Finally,Solving Problems.This paper designed for specialized intermediary channel management system,the characteristics of the scheme is highly targeted,step by step,can help the company to efficiently evaluate the value of professional intermediary,screening,early warning and rewards and punishment,to effectively control the purpose of the professional intermediary channels.The scheme includes three parts: professional intermediary capacity assessment system,professional intermediary channel early warning mechanism,professional intermediary channel reward and punishment mechanism.Finally,the guarantee measures to ensure the smooth implementation of the channel management system are designed.In this paper,the research of DHPIC Henan Branch has perfect channel management,promote the performance improvement of direct effect,make the DHPIC Henan Branch to better implement controls for professional intermediary channels,thereby reducing the irregularities of professional mediation,improve its performance indicators,improve the compliance and quality of service,ensuring that the company's performance and premium income,and improve the core competitiveness of the company.In addition,the phenomena and problems studied in this paper are universal in henan's property insurance industry and have certain reference value to other enterprises in the industry.