Research On Marketing Channel Strategy Of Vehicle Insurance Enterprises

The insurance industry is one of the important components of China's national economy.With the rapid development of China's economy and society,the development of China's insurance industry has become more and more prosperous and has become the largest auto insurance market in the world.However,although the development of China's insurance industry is increasingly mature,there is still a big gap compared with the level of development in western developed countries due to the late start of China's insurance industry and its current share in the national economy is not high.Judging from the development experience of the international insurance industry,the economic benefits and scale level of the insurance industry are greatly influenced by the soundness of the marketing system of insurance companies.As an important part of the marketing system of insurance companies,the construction of marketing channels of insurance companies has a great influence on their marketing strategies such as price strategies and product strategies.Car insurance is a very important type of insurance in the insurance products of our country's insurance companies.With the deepening of the market-oriented reform of car insurance rates in our country,the trend of specialization and precise positioning of car insurance has become more and more obvious,breaking the homogenization pattern of car insurance products at one stroke.Based on the development status of auto insurance marketing,combined with the relevant concepts and theories of marketing,this paper comprehensively applies STP analysis and SWOT analysis,and combines the actual cases to systematically analyze the problems existing in the construction of auto insurance marketing channels,and proposes the problems.The optimization proposal for the specific marketing channel construction.This paper is divided into seven parts: The first part is the introduction part,which is mainly about the research background,significance,research status at home and abroad,and the main contents and research methods of this paper.The second part is related to the paper.The introduction of concepts and theories;the third part is the analysis of the auto insurance marketing environment;the fourth part is the analysis of the development status and existing problems of the auto insurance marketing channels;the fifth part is the case analysis part,the Y property insurance company auto insurance marketing The channel has been systematically analyzed.The sixth part is the optimization suggestion for the auto insurance marketing channel.It is recommended to optimize the marketing of the auto insurance industry by optimizing the channel business development,improving the direct sales channel,improving the marketing efficiency and service level,and actively promoting the new marketing.Channel optimization.I hope that through the research of this article,it will provide useful reference for the management of the company's auto insurance marketing channels.