A Dissertation Submitted to GuangdongUniversity of Technology for
the Degree of Master
（Master of Business Administration）
Research on optimization of marketing channel
management of T property insurance company
Candidate: Wang Liyun
Supervisor: Prof. He Yong
June 2022
School of Management
GuangdongUniversity of Technology
Guangzhou， Guangdong，P.R.China，510520
摘要
摘要
随着我国社会经济的发展进步，市场经济体制逐渐成熟，保险金融市场也从垄断
到开放，逐渐形成了较为开放、繁荣的保险市场。 T财产保险公司作为一家国内成立
时间较早的公司，依托早期发展的机构网络资源和员工队伍资源，在近几年的市场竞
争中却表现吃力，市场份额连续下降，业务增速落后于市场及主要竞争对手，在 T财
产保险公司的全国排名中始终并未进入前十位。
本文基于营销渠道相关理论，通过对 T公司营销渠道管理从预算制订、资源管理、
成本管控和创新发展全过程管理情况的研究，找到 T公司在营销渠道管理方面预算执
行偏差大、资源管理效率低、成本管控效果差和创新发展水平不足等问题及原因，结
合 SWOT分析、比较分析、问卷调查等方法和模型，提出优化 T公司营销管理的方案：
优化渠道结构以提高预算执行、加强资源管理和利用支持渠道营销发展、细化成本管
控提升发展质量和加强管理创新及创新拓展提高渠道发展水平等来提升公司营销渠道
管理质量和市场竞争力。对优化方案的实施还提出了加强组织保障、资源保障、信息
技术保障等措施，以确保优化方案得到有效实施。
研究结果表明，通过对渠道结构的梳理和优化，明确渠道发展定位，可有效改善
市场拓展的针对性和效益；加强对公司资源的整合，精细化管理和精准投放资源，对
公司营销发展能力有明显的促进；通过全过程的成本管理，可实现营销渠道成本大幅
改善；集中资源发展新渠道将全面提升公司营销发展质量。 T公司的问题虽有其特殊
性，但对处于同一大环境下各财产保险公司而言，也有一定的普遍性，可供其他公司
借鉴参考。
关键词：财产保险公司；营销渠道；渠道管理
I
广东工业大学硕士专业学位论文
Abstract
With the development of China's social economy, the market economic system is
gradually mature. The insurance financial market, developing from monopoly to open,
gradually evolved to a relativelyopen and prosperous insurance market. T property
insurance company, as a domestic company established quite early, relying on the early
development of institutions ofnetwork resources and workforce resources, hasbeen
struggling in the market competition in recent years and its market kept declining. Its
business growth is lagging behind the market and main competitors in the national ranking.
T property insurance company ended up out of top ten in the national ranking.
This thesis, based on relevant theories of marketing channel, and through the T
companymarketingchannelmanagementfromthebudgetformulation,resource
management, cost control and innovation developmententire process management of
research, finds the problems and their reasons of T company's big budget implementation
deviation in the marketing channel management, low efficiency of resource management,
poor cost control effect and insufficient innovation development level. Combining with
SWOT analysis, comparative analysis, questionnaire survey and other methods and models,
this thesis puts forward a plan to optimize the marketing management of T Company:
Optimize the channel structure to improve the budget implementation, strengthen resource
management and use support channel marketing development, refine the cost control to
improve the quality of development and strengthen management innovation and innovative
expansion to improve the level of channel development to enhance the company's marketing
channel management quality and market competitiveness. In order to ensure the effective
implementation of the optimization scheme, this thesis also puts forward some measures to
strengthen the organization support, resources support and information technology support.
The results show that the pertinence and efficiency of market expansion can be
effectively improved by sorting out and optimizing the channel structure and clarifying the
channel development orientation; strengthening the integration of the company's resources,
fine managementand preciseresources havesignificantly promotedthe company's
marketing development ability; through the whole process of cost management, marketing
channel cost can be greatly improved; concentrating resources to develop new channels will
comprehensively improve the quality of the company's marketing development. Although
the problem of T company has its particularity, it also has certain universality for all property
II