摘要
近些年，随着国民保险意识的不断增强，人民收入水平的提高，保险主体逐渐增多，
让保险行业得到迅速发展与推广，拉升车险业务的数量。银保监会要求行业自律出台了
一系列法律法规，整顿了市场的同时也使得保险公司对于车险市场的竞争越日趋激烈。
目前 R 保险公司正处在高速发展阶段，随着车险业务的逐年增加，车险业务在发
展的同时也暴露出许多问题，特别是产品同质化严重、议价力度不高、新增渠道发展缓
慢、有形展示固老化、员工职业素质有待提高、人员管理体制不健全、上传下达执行力
不足，在服务过程中显得不够专业等等，这些问题都严重地制约着 R 保险公司车险营
销的健康发展。因此，如何克服困难，另谋发展捷径，建立出一套完整的、行之有效的
车险营销策略方案，带动公司其他业务板块的发展，使企业获取利润的同时，员工工资
待遇得以提升，深受公司上下高层及员工的广泛关注。
本文以市场营销理论为指导，以 R保险公司车险业务作为研究对象，先利用 PEST、
波特五力模型、SWOT 分析工具对 R 保险公司车险业务的宏观、行业环境进行了初步
分析。了解 R 保险公司基本情况以及车险营销现状后，通过 STP 理论细分车险业务市
场，对目标市场进行选择，做好市场的相关定位，最终找到适合的群体。
在策略优化上，以 7PS 营销理论为基础，结合上述运用分析工具找到的现状中存
在的问题逐个击破，从产品、价格、渠道、促销、有形展示、人员管理、服务过程等方
面解决 R 保险公司车险营销的困局，后期在组织理念、团队建设、资源整合与配置、
营销宣传、售后服务方面给予了保障措施，对 R 保险公司的营销策略优化进行保驾护
航。
关键词：保险公司；市场营销；车险业务；7PS营销理论
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ABSTRACT
In recent years, with the increasing awareness of national insurance and the
improvement of people's income level, the number of insurance subjects has gradually
increased, which has led to the rapid development and promotion of the insurance industry
and increased the single volume of the entire auto insurance business. CBRC requires the
industry to introduce a series of laws and regulations, which not only reorganizes the market,
but also makes the competition of insurance companies for auto insurance market more and
more fierce
.
R insurance companies are currently in the phase of rapid development, with the car
insurance business increase year by year, at the same time in the development of car
insurance business also exposed many problems, especially the serious product homogeneity,
bargaining strength is not high, slow development of new channels, tangible demonstration is
aging, to improve professional quality of employees, personnel management system is not
sound transmission executive force is insufficient, These problems seriously restrict the
healthy development of R insurance company's auto insurance marketing. Therefore, how to
overcome the difficulties, seek another shortcut to development, establish a complete and
effective auto insurance marketing strategy, drive the development of other business plates,
so that the enterprise to gain profits, staff wages can be improved, by the company's top and
bottom executives and employees widely concerned.
Under the guidance of marketing theory, this paper takes R Insurance company as the
research object. PEST, Porter five Forces model and SWOT analysis tools are first used to
conduct a preliminary analysis on the macro, micro and consumer behavior of R insurance
company. After understanding the basic situation of R insurance company and the current
situation of auto insurance marketing, STP theory is applied to subdivide auto insurance
market, make target market selection and market positioning, and find target groups.
On strategy optimization, based on the 7 ps marketing theory, combined with the above
by analyzing the problem of finding, from product, price, channel, promotion, tangible
demonstration, personnel management， service process to solve R insurance company car
insurance marketing, late again in organization concept, team construction, resources
integration and configuration, marketing and after-sales service has given security measures,
Escort R insurance company's marketing strategy optimization.
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Keywords: The insurance company;marketing; Car Insurance Busines
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