The non-life insurance market in Bulgaria is relatively unified when ot comes to terms of conditions and rates. This makes establishing a competitive advantage for insurance companies a difficult, multifaceted and complex task. The desire to achive leading market positions, in line with the development of a stable policy in terms of risk exposure dictates the need to systematically analyze the actions of market participants - competitors, customers, intermediaries. This article will summarize some of the approaches for studying the relationships in the channels for the realization of the insurance service and will propose a complex one in which to unite the positive aspects of each of them and to neutralize the negative ones.
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