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摘 要
当前，我国机动车数量增长迅猛，车辆保险市场日趋活跃。作为中国政
治金融中心的北京，截至 2013 年，机动车保有量已经突破了 500 万大关，庞
大的车辆保险市场成为众多保险公司竞争的重要战场。近年来，由于市场竞
争主体增多，网络技术的发展与普及，使得北京车险市场竞争更加激烈，阳
光产险北京分公司在车险发展上遇到了瓶颈，规模和效益始终无法突破。

本文是以作者所在的阳光财产保险股份有限公司北京市分公司的车险产
品为实例，针对北京车辆保险市场的市场环境、行业状况、车险市场竞争格
局以及阳光产险北京分公司的车险营销现行体系进行了详细分析，提出了阳
光产险北京分公司车险营销存在的问题，并结合公司的优劣势和市场机会、
风险，运用 SWOT 组合分析方法，确定了阳光产险北京分公司车险营销发展
战略以及三年战略目标。最后重点运用 4C 营销理论制定了阳光产险北京分
公司“以客户为导向”的全新的车险营销策略。通过细分市场，建立个人客
户和团体客户运营体系；强力推动网电销渠道建设；打造理赔服务和客户服
务体系。同时通过组织架构改革和销售队伍建设的配套保障，确保车险营销
策略的有效实施。

关键词：车辆保险；营销策略；SWOT 组合；4C 理论；网电销售

Abstract
At present, the vehicle insurance market in China has become increasingly
active, the number of insurance companies is increasing．Beijing is the political
and financial center of china, insurance competition is more and more fierce.At
the end of year 2013, Beijing car retains the quantity has surpassed 500 millons.
Vehicle insurance market huge has become many companies competing
important battlefield.
In recent years, Sunshine Property and Casualty Insurance Company of
Beijing Branch has encoumtered a bottleneck in the development of insurance,
the scale and efficiency has benn no breakthrough.In this paper, a detailed
analysis for Beijing vehicle insurance market environment, industry conditions,
insurance market competition pattern and the sunshine insurance Beijing branch
of the insurance marketing system, puts forward the sunshine insurance Beijing
branch of insurance marketing problems, combined with the company's strengths
and market opportunities, risks, the use of SWOT analysis sure, sunshine
insurance Beijing branch of insurance marketing strategy and the three strategic
objectives.
Finally, focus on the use of 4C marketing theory to guide the sunshine
insurance company Beijing branch for the new vehicle insurance marketing
strategy of customer oriented. The breakdown of the market, establish
individual customers and group customers operating system; to promote the
network electronic marketing channel construction; making claims and customer
service system. Meanwhile, through the supporting organization reform and the
construction of sales team, to ensure the effective implementation of auto
insurance marketing strategy.
Keywords: vehicle insurance, marketing strategy, SWOT, 4C theory, network
and phone marketing