摘要
Ⅰ
摘要
财产保险公司非车险业务的开展能够实现公司稳健经营，提升公司盈利能力，
保持社会稳定，提升公司服务水平和形象，同时也是各家产险公司赢得市场份额
和增强竞争力的核心业务。太平洋产险成都分公司经历25年的发展，已经有了较
为成熟的非车险业务营销体系，但在产险市场主体逐渐增多，国家调控推进和市
场需求变化的背景下，太平洋产险成都分公司存在的各种问题被逐一暴露，如营
销观念落后、渠道单一、新产品推出滞后等。因此，不断创新服务理念，大力拓
展非车险业务营销渠道，优化业务结构，建立符合太平洋产险成都分公司的市场
营销策略已迫在眉睫，以之确保公司稳定和持续性发展

成都地区经济的高速发展、产险市场机制与法律法规的逐步完善，为非车险
业务发展创造了经济基础与政策环境支持，近三年来非车险业务也表现出了强劲
的增长态势，太平洋产险成都分公司迎来了较大的市场机会。而随着成都非车险
市场竞争的逐年加剧，太平洋产险成都分公司的产品创新、营销策略、服务理念
也面临着巨大挑战

本文通过文献研究法总结了专家对于保险市场中产品创新、保险价格、渠道
拓展和服务的研究，同时为本文的营销策略研究奠定了理论基础。基于竞争对手
营销优势的分析和太平洋产险的产品、销售渠道、服务的现状，总结出太平洋产
险成都分公司自身的营销策略问题即公司应调整产品结构满足市场多样化的需
求、发展移动互联网营销渠道开发APP应用软件收集用户数据，创新服务方式增强
客户体验。同时，根据太平洋产险成都分公司的客户结构和品牌优势，在目标市
场选择上以个人客户、中小型民营企业客户、重大客户为主要客户群为主。结合
营销环境、SWOT的相关分析，提出了太平洋产险成都分公司非车险业务必须进行
产品及产品组合创新、增强客户体验、定价差异化，渠道多元化，销售团队专业
化以及正面的形象推广和宣传

太平洋产险成都分公司必须重组业务流程，建立快速反应机制，监督销售过
程，完善内勤团队的建立等才能确保以上营销战略框架的实施

本文将为太平洋产险成都分公司未来的营销发展提供可行性参考

关键词：目标市场选择、SWOT、移动互联网、产险、非车险业务ABSTRACT
Ⅱ
ABSTRACT
The development of non-auto insurance business of property insurance company
can realize the firm management, enhance the profitability of the company, maintain the
social stability, as well as enhance the service level and image of the company, but also
it is the core business of winning market share and enhancing the competitiveness of the
company. Chengdu branch of the Pacific Property Insurance Company experienced 25
years of development, which already has a more mature non-auto insurance business
marketing system. But under the background of the gradual increase of production and
insurance market body, the promotion of state regulation and the market demand
changes, Chengdu branch of the Pacific Property insurance company has been exposed
to a variety of problems, such as backward marketing concept, single channel, new
product launch lag. Therefore, it is urgent to continuously innovated the service concept,
vigorously expand non-auto insurance business marketing channels, optimize the
business structure, as well as establish a market in accordance with Chengdu branch of
the Pacific Property Insurance Company’s marketing strategy, which ensure the stability
and sustainable development of the company.
The rapid development of the economy in Chengdu, the market mechanism of
insurance and the gradual perfection of laws and regulations, they all have created the
economic base and policy environment support for the development of non-automobile
insurance business. In the last three years, the non-auto insurance business has also
demonstrated strong growth momentum, Chengdu branch of the Pacific Property
insurance company ushered in a larger market chance. And as the competition of the
non-automobile insurance market in Chengdu intensifies, Chengdu branch of the Pacific
Property Insurance Company&39;s product innovation, marketing strategy and service
concept are also faced with great challenge.
This paper summarizes the research on the product innovation, insurance price,
channel development and service in the insurance market by the literature research
method, and lays the theoretical foundation for the marketing strategy research. Based
on the analysis of competitor&39;s marketing superiority, the product of Pacific Insurance,
the status quo of sales channels and services, the paper summed up Chengdu branch of
the Pacific Property insurance Company&39;s own marketing strategy: The company shouldABSTRACT
Ⅲ
adjust the product structure to meet market diversification needs, develop mobile
internet marketing channels to develop app application software to gather user data,
innovate service ways to enhance customer experience. Meanwhile, according to
Chengdu branch of the Pacific Property insurance company Customer structure and
brand advantages, it should choose the individual customers, small and medium-sized
private enterprise customers, major customers as the main customer base. Combining
with the marketing environment and SWOT analysis, the paper proposes that the
non-auto insurance business of Chengdu branch of the Pacific Property insurance must
carry out product and product portfolio innovation, enhance customer experience,
pricing differentiation, diversify channel, specialization of sales team and positive
image promotion and publicity.
Chengdu branch of the Pacific Property insurance company must reorganize the
business process, establish the rapid reaction mechanism, supervise the sales process,
and improve the establishment of the Office team to ensure the implementation of the
above-mentioned marketing strategy framework.
This paper will provide a feasible reference for the future marketing development of
Chengdu branch of the Pacific Property insurance.
Keywords: target market selection, SWOT, mobile internet ， property insurance ，
non-auto insurance目录
Ⅳ
目录
第一章 绪论......1
1.1 选题背景..........1
1.2 研究目的和意义..........2
1.2.1 研究目的2
1.2.2 研究的意义........2
1.3 研究方法..........3
1.4 本章总结..........3
第二章 文献综述..........4
2.1 相关概念...........4
2.1.1 非车险业务产品及其特点........4
2.2 保险营销理论..5
2.2.1 营销理论5
2.2.2 保险营销含义....6
2.2.3 非车险业务营销特点...........
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