学位论文原创性声明
本人所提交的学位论文《人保财险 S分公司车险业务营销策略优化研究》，是在导
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本论文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出重
要贡献的个人和集体，均已在文中标明。本声明的法律后果由本人承担。
论文作者（签名）：
指导教师确认（签名）：
2022年 5月 7日
2022年 5月 7日
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论文作者（签名）：
指导教师（签名）：
2022年 5月 7日
2022年 5月 7日

摘要
2020年9月19日车险综合改革正式落地实施，本次车险综合改革有三方面变化，一
个是保费价格基本要下降，一个是险种保障上基本要增加，还有一个是在服务水平上基
本要提升。在2020保险新规下，各个车险公司竞争愈加激烈。为了减少车险改革带来的
不利影响，在新市场环境下提高自身竞争力，各家保险主体需要结合自己的经营情况进
行营销策略的调整与优化。
本文以费改引发的行业形势为基础，运用文献研究法、案例分析法、问卷调查法等
，结合市场营销的相关理论，对人保财险车险业务的现状和问题进行了分析，从而对人
保车险的营销策略进行优化。首先通过 PEST理论，对人保财险车险业务的竞争环境进
行了现状分析，发现在车险营销中存在的问题。一是面临的竞争比较激烈，市场上竞争
对手此起彼伏。二是营销策略存在问题，比如车险产品比较单一、没有特色，产品价格
和促销手段也不够灵活。在服务至上的理念下，能为消费者提供的增值服务也缺乏创新
。其次利用SWOT分析法剖析了人保财险公司的优势、劣势、机遇和威胁，然后运用STP
分析法重新定位目标市场，将营销策略从产品、价格、渠道、促销等方面进行了优化研
究。包括开发适合不同消费者的产品，通过创新服务来灵活掌握价格和促销手段因素，
利用互联网和高速发展的自媒体开发新的营销渠道等。最后通过公司人资、技术水平、
风险控制和发展理念这几方面给与了相关的配套保障措施。
本文通过对人保财险车险营销策略的优化研究来应对车险综合改革带来的严峻的
市场局势，希望通过营销策略的调整使人保的车险业务发展更符合当下的市场行情，从
而提高车险业务的竞争力，稳定市场占有率。另外也希望人保车险营销策略的优化调整
能影响到市场上其他保险主体，进而带来全行业的良好发展。
关键词：车辆保险；营销环境；营销策略；综合改革
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Abstract
On September 19, 2020, the comprehensive reform of auto insurance was officially
implemented. There are three changes in this comprehensive reform of auto insurance. One is
that the premium price will basically decrease, the other will basically increase the insurance
coverage, and the other will basically improve the service level. Under the new insurance
regulations in 2020, the competition among auto insurance companies has become
increasingly fierce. In order to reduce the adverse effects of the auto insurance reform and
improve their competitiveness in the new market environment, each insurance entity needs to
adjust and optimize its marketing strategies based on its own business conditions.
Based on the industry situation caused by the fee reform, this thesis uses the literature
research method, case analysis method, questionnaire survey method, etc., combined with the
relevant theories of marketing, to analyze the current situation and problems of PICC P&C
auto insurance business. optimization of marketing strategies. Firstly, through the PEST
theory, it analyzes the current situation of the competition environment of PICC P&C auto
insurance business, and finds out the problems in auto insurance marketing. First, the
competition is fierce, and there are many competitors in the market. Second, there are
problems with marketing strategies. For example, auto insurance products are relatively single
and featureless, and product prices and promotion methods are not flexible enough. Under the
service-oriented concept, the value-added services that can be provided to consumers also
lack innovation. Secondly, using SWOT analysis method to analyze the advantages,
disadvantages, opportunities and threats of PICC Property and Casualty Insurance, and then
using STP analysis method to reposition the target market and optimize the marketing strategy
from product, price, channel, promotion and other aspects. Including the development of
products suitable for different consumers, flexible control of price and promotion factors
through innovative services, the use of the Internet and the rapid development of self-media to
develop new marketing channels, etc. Finally, through the company's human resources,
technical level, risk control and development concepts, relevant supporting measures are
given.
This article deals with the severe market situation brought about by the comprehensive
reform of auto insurance through the optimization of the marketing strategy of PICC P&C
auto insurance. It is hoped that the development of PICC's auto insurance business will be
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