The struggle for the consumer purchasing power in the insurance market creates new conditions of economic activity. Market entities are developing new schemes and mechanisms of interaction between the insurance companies and other financial institutions, and increasingly engage in the process of selling retail network organizations. In this article are presented results of a study of insurance products sales channels in Russia, assessed the status and trends of affiliate programs interaction insurance companies and non-insurance brokers. It was concluded that management perspective directions of sales of insurance products.
Highlights:
► didgitalization influence on the process and mechanism to promote insurance products will increase for at least the next five years
► sales of insurance products management process is inextricably linked with the construction of the system of marketing communications. One of the areas of activity of the insurance companies is to increase the number of channels of communication with customers, the formation mechanism of the interaction of these channels
► largest share of direct sales is observed in the insurance sector, air and water transport, property of legal persons, the VHI, the minimum - in the life insurance and property of citizens
► tendencies of development of insurance marketing in Belarus similar to the trends in Kazakhstan, Uzbekistan and Russia, the main of which are: expanding the range of insurance products and the development of new sales channels through the Internet, attracting new non-insurance intermediaries
► by developing a "box" of insurance products, it is possible to achieve the optimal balance of price and risk insurance to be covered by the insurance policy
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