中资保险公司车险产品市场营销创新探析

【作者】 韦永军；

【导师】 赵优珍；

【作者基本信息】 复旦大学 ， 工商管理， 2008， 硕士

【摘要】 随着我国经济和社会的不断发展,人民生活水平的日益提高,机动车辆已经进入了生产和生活的各个领域。尤其在我国的大中城市,汽车拥有量大幅增长,汽车已经成为了人们的一种生活方式。如此巨大的市场空间和增长潜力,大大的刺激了机动车险产品市场的快速发展,机动车险产品已经成为我国财产险公司的龙头险种,机动车险保费收入已经占财产险公司总保费收入的60%以上。由此看来,机动车险产品经营的好坏,将直接影响我国中资财产险公司的经营业绩。在我国加入WTO以后,中国保险业既面临发展机遇又面临巨大的挑战。我国保险业,尤其是中资财产险还处于发展的初期阶段,其运营水平与国外发达国家相比,还存在一定的差距。而随着我国车险对于外资财产险公司的逐步开放,中资产险公司将面临巨大的威胁。我国机动车保险业要加快发展和应对未来的竞争,必须改变传统的增长模式,保险营销策略的创新也就成为财产保险公司所要面临的重要课题。本论文的创新内容具有较强的针对性、适用性和可操作性,每一个创新思路都是紧紧围绕机动车险市场分析和7Ps与4Rs营销整合之后提出的,对我国中资机动车险公司的营销实践具有很强的指导和借鉴意义。更多还原

【Abstract】 With the development of our society, and the improvement of people’s living standard, automobile has come into various fields of production and daily life. Automobile has become a life style with the big increasing of consuming of cars, especially in big and medium sized cities of China. The insurance of vehicles has become one of the main insurances for our property insurance companies because of the tremendous market size and great potential which stimulated the fast growth of the insurance market for vehicles. The premiums of vehicles insurance are more than 60% of the total revenue of property insurance companies. Therefore the operation of vehicles insurance will directly affect the performance of the property companies. After China’s enter into WTO, Chinese insurance industry meets the development opportunity and big challenge also. Chinese insurance industry, especially the property insurance which is on the early stage, has some gap compared with the operation stage of developed countries. Our property insurance may speed the development unless it changes the traditional growth model, which makes the innovation of marketing strategy of property insurance become a new issue for the property insurance companies. Every one of them is closely related to the automobile insurance marketing and sales; and therefore, it is significantly meaningful and can be used as reference and guide for the marketing practices of our automobile insurance industry.更多还原