摘要
中国汽车工业的快速发展给中国机动车辆保险发展带来了前所未有的机遇
和挑战。与此同时，不断加剧的市场竞争使得市场参与主体频频展开价格战，
经营主体车险盈利空间不断缩小；同时监管部门有序实施的商业车险条款和费
率改革全面铺开，各主体车险经营面临着前所未有的压力和挑战。各主体面对
发展潜力巨大、挑战升级的保险市场，必须抓住发展良机，实施积极的营销策
略，改善企业内部管控，提升核心竞争力

本文首先对 SH 公司车险业务经营现状和营销策略现状进行了分析，并通
过市场调查研究 SH 公司车险业务营销管理中存在的问题，问题总结归纳为四
方面：产品结构过于单一，内容同质化；企业直销渠道乏力，过渡依赖中介渠
道；营销缺乏统一规划造成资源投入分散，效果不佳；服务手段单一，内容易
被竞争对手模仿

结合SH公司所处内外部环境，针对SH公司车险业务营销管理存在的问题，
本文对 SH 公司营销策略制定提出了六方面建议。对承保管理、资源配置和理
赔管控上实行精细化管理。健全车险产品体系，包括对新产品的开发，品牌车
险产品建设，推动汽车金融保险产品发展。实施精准定价策略，包括体现风险
差异，选择风险维度；体现渠道差异，区别定价；贴近市场，快速调整方案

建立多元化营销渠道，包括电销渠道转型、微信平台建设、移动客户端建设

构建系统化的营销模式，包括有效投放广告、公关宣传、促销活动。除此之外，
本文还提出了 SH 公司车险业务营销策略实施的保障措施，即调整组织结构，
强化人才培养，强化信息技术的运用

以上一系列研究，旨在总结过去数年来，上海车险市场的运行规律，以及
SH 分公司在车险营销管理方面的经验和教训，提出在机动车辆保险面临新常态
下如何通过加强内部管理，如何在产品、定价、渠道、服务方面进行改进等，
这将是未来机动车辆保险营销管理实现新突破的关键

关键词机动车辆保险；营销；管理II
Research on the Marketing Management of SH
Company’s Vehicle Insurance
Abstract
The rapid development of China&39;s automobile industry has brought
unprecedented opportunities and challenges to the development of Chinese motor
vehicle insurance. At the same time, the growing market competition leads to a
vicious price war between market players, which causes automobile insurance profit
space to narrow, meanwhile, the Insurance Regulatory Commission tired out the
market oriented reform for commercial automobile insurance rate on
July,2016.which brings out unprecedented pressure and challenges to each insurance
company. Faced with the huge potential insurance market, insurance companies must
seize the opportunity, meet the challenge, take active marketing strategy, improve the
marketing management and competitiveness.
Firstly, the paper research the status of SH company’s auto insurance business
operation. On this basis, it discovers some problems in the marketing management,
summarizes four problems in the marketing management: product structure is too
single, content is homogeneous; Direct sales channel is weak and rely excessively on
intermediary channels; the lack of unified planning of promotion leads to a waste of
resources; Single service means easily imitated by competitors.
Combined with the internal and external environment of SH company, aiming at
the existing problem of SH company auto insurance marketing management, this
paper puts forward six suggestions: Implement fine management on risk control,
resource configuration, and claim risk control. Perfect the system of insurance
products, including the development of new products, construction of brand auto
insurance product, promoting the development of auto finance insurance products.
Implementation of accurate pricing strategy, including risk differences, choose risk
dimensions; Channel differences, different pricing; Close to the market, adjust the
plan. Building diversified marketing channels, including electric pin channel
transformation, We Chat platform construction, the construction of mobile client.
Build a systematic promotion, including the effective advertising, public relations,III
sales promotion. Differentiated service strategy should be implemented that
including changing service concept, part of the collaboration, and optimization of
customer service. In addition, this paper also puts forward the SH company car
insurance marketing management optimization measures implementation safeguard,
namely, adjust the organization structure, strengthen personnel training,
strengthening the use of information technology.
These results summary the operation rule of auto insurance market of shanghai,
and experience in auto insurance marketing management of SH company. The paper
put forward how to strengthen internal management, and how to improve in terms of
product, price, placed, service etc. In the future, it will be the key to achieve new
breakthrough in auto insurance marketing management.
Keywords automobile insurance ; marketing ; management目录
摘要....... I
Abstract .... II
第1章绪论.......13
1.1研究背景与研究意义........13
1.1.1研究背景.........13
1.1.2研究意义.........14
1.2国内外研究现状综述........14
1.2.1国外研究现状综述.....14
1.2.2国内研究现状综述.....17
1.3研究内容及研究方法........18
1.3.1研究内容.........18
1.3.2研究方法.........18
1.3.3技术路线.........19
第2章 SH 公司车险业务营销管理现状及问题分析...20
2.1 SH 公司基本情况..20
2.1.1 SH 公司发展历程.......20
2.1.2 SH 公司车险业务.......20
2.2 SH 公司车险营销策略管理现状..22
2.2.1标准化的价格策略.....22
2.2.2“传统+电商”的渠道策略....22
2.2.3分散授权的促销策略.22
2.2.4个性化的服务策略.....23
2.3 SH 公司车险业务市场调查..........23
2.3.1车险产品及定价满意度调查..23
2.3.2车险购买渠道满意度调查......24
2.3.3车险促销情况满意度调查......24
2.3.4车险服务需求满意度调查......25
2.4 SH 公司车险业务营销管理问题及原因分析.
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