【作者】 李君；

【导师】 刘娜；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 2018年,中国保险业发生了巨大的变革。为深化金融监管体制改革,中国银行业监督管理委员会和中国保险监督管理委员会职责整合,组建了中国银行保险监督管理委员会,统一监管银行业和保险业。银保监会组建后,为根除一系列行业乱象,加大对保险业的监管,对机动车保险业务开始执行“报行合一”,再加上即将推广的车险实名制,机动车保险业务将接受有史以来最严酷的行业自律。其次,随着我国经济的发展,汽车保有量不断增加,汽车市场发生较大变化。高端车数量增加,新能源车辆增长,人工智能应用,无人驾驶技术推广,这些都对占据财产保险公司半壁江山的车险,提出了更多新的要求,改革迫在眉睫。同时,伴随互联网+概念的提出,网络科技的迅速发展,大数据、云计算的运用,以物联网等为代表的数字技术飞速崛起,众多网络保险公司纷纷诞生,催生老牌传统保险公司必须对市场营销进行变革。面对发展机遇与挑战,如何进行车险业务的市场营销是我国各家财产保险公司的当务之急。C财产保险公司是国内三大财产保险公司之一,选取其车险业务市场营销状况的探索和创新,对于丰富保险行业新形势下的营销策略有着重要的意义。同时,对C财产保险公司内部实际问题的发现与解决,具有指导与实践意义。本文以新形势下保险行业面临的种种严酷挑战为契机,依据市场营销的相关理论,探索C财产保险公司车险业务营销策略的优化。首先,本文分析了C财产保险公司车险业务发展的现状,通过对市场营销等相关理论的学习,结合C财产保险公司目前业务发展现状,找到现阶段C财产保险公司车险业务存在的营销问题。通过PEST分析方法,对C财产保险公司车险营销环境,包括宏观环境和竞争环境进行分析。运用STP分析法,对C财产保险公司的客户行为特征进行分析,从而找到目标客户市场,最终实现新的细分市场定位。然后,根据市场营销理论中7P营销策略组合理论,从产品、价格、渠道、促销、人员、过程和有形展示等七个方面,对C财产保险公司的营销策略进行优化。最后,提出C财产保险公司车险业务的配套保障措施,以期更好的支撑和推动营销策略的落地实行。本文期待对C财产保险公司车险营销策略的优化研究,利于C财产保险公司更好地适应新形势,并在市场上形成竞争优势,提高企业核心力,更好的服务回馈社会。另外,国外资本纷纷入驻,开放让市场更加全球化。通过对C财产保险公司营销策略的研究,能够对国内其他财产保险公司应对新形势的发展起到参考意义,同时对行业的健康发展起到积极的作用。更多还原

【Abstract】 Great changes have taken place in China’s insurance industry in 2018.In order to deepen the reform of the financial supervision system,the China banking regulatory commission and the China insurance regulatory commission have integrated their responsibilities and established the China banking and insurance regulatory commission to uniformly supervise the banking and insurance industries.After the establishment of the China banking and insurance regulatory commission(circ),in order to eradicate a series of industrial chaos,increase the supervision of the insurance industry,the motor vehicle insurance business began to implement the "reporting and registration",coupled with the upcoming promotion of the real name system of motor vehicle insurance,motor vehicle insurance business will accept the most severe industry self-discipline ever.Secondly,with the development of China’s economy,car ownership has been increasing,and great changes have taken place in the automobile market.The increase in the number of high-end cars,the growth of new energy vehicles,the application of artificial intelligence,and the promotion of driverless technology have put forward more new requirements for the auto insurance industry,which accounts for half of the property insurance companies.Therefore,the reform is extremely urgent.At the same time,with the introduction of the concept of Internet +,the rapid development of network technology,the application of big data and cloud computing,and the rapid rise of digital technology represented by the Internet of things,a large number of network insurance companies have been born one after another,giving birth to the old traditional insurance companies.Facing the development opportunity and the challenge,how to carry on the automobile insurance service marketing is our country each property insurance company urgent matter of the moment.C property insurance company is one of the three major property insurance companies in China.The exploration and innovation of the marketing status of its auto insurance business is of great significance for enriching the marketing strategies under the new situation of the insurance industry.At the same time,the discovery and solution of practical problems within C property insurance company are of guiding and practical significance.This paper takes various severe challenges faced by the insurance industry under the new situation as an opportunity to explore the optimization of auto insurance business marketing strategy of C property insurance company based on relevant theories of marketing.First of all,this paper analyzes the current situation of the development of the auto insurance business of C property insurance company.By studying relevant theories such as marketing and combining with the current business development situation of C property insurance company,this paper finds out the marketing problems existing in the auto insurance business of C property insurance company at this stage.Through PEST analysis method,this paper analyzes the automobile insurance marketing environment of C property insurance company,including the macro environment and competitive environment.STP analysis was used to analyze the customer behavior characteristics of C property insurance company,so as to find the target customer market and finally realize the new market positioning.Then,according to the 7P marketing strategy combination theory in the marketing theory,the marketing strategy of C property insurance company is optimized from seven aspects,including product,price,channel,promotion,personnel,process and tangible display.Finally,the supporting supporting measures for the auto insurance business of C property insurance company are proposed to better support and promote the implementation of marketing strategies.This paper expects to optimize the auto insurance marketing strategy of C property insurance company,which will help C property insurance company better adapt to the new situation,form competitive advantages in the market,improve the core strength of the company,and better serve the society.In addition,foreign capital comes in one after another and the opening makes the market more globalized.Through the research on the marketing strategy of C property insurance company,it can serve as a reference for other property insurance companies in China to cope with the development of the new situation.At the same time,it plays a positive role in the healthy development of the industry.更多还原