但随着保险主体的不断增加、市场竞争的日益激烈，作为老牌国企的 Z 保险公司
的车险业务发展遇到阻力，保费增速落后行业增速，市场份额逐年下降。主要原
因在于 Z 公司目标市场细分缺乏科学性，理赔环节客户满意度偏低。同时，渠道
建设和客户服务等方面也有待提高。

本文运用现代市场营销学理论，对 Z 保险公司市场营销环境进行分析，指出
该公司车险业务市场营销现存的问题，提出了 Z 保险公司应选择的市场化、差异
化的车险业务市场营销策略。

关键词：车险业务；市场化；差异化；营销策略-II-
Abstract
In the past few years, china vehicle market has gone through a period of
high-speed development , the number of the domestic urban vehicles increases quickly.
The swift growth of automobile consumption drives the motor vehicle insurance market
booming. However, with the number of insurance market subject is increasing and
intense competition increasingly, the development of motor vehicle insurance business
in Z insurance company as the old brand state-owned meets the resistance that the
premium growth rate of the backward industry growth and the market share decrease.
The main reason lies in the target market segmentation is short of scientific proofs and
the customer satisfaction is on the low side in claim segment with Z insurance company.
Moreover, channel construction and customer service also need to improve.
Based on contemporary marketing theories, this thesis analyzes the marketing
environment of the Z insurance company, points out the problems existing in motor
vehicle insurance business marketing, puts forward some marketable and different
motor vehicle insurance business marketing strategy that Z insurance company should
choose.
Keywords：motor vehicle insurance business；marketization；differentiation；
marketing strategy