摘要
随着我国保险深度和保险密度的不断增加，保险消费者消费理念的日
趋成熟，多元化的保险需求无法在同质化的车险产品中获得满足，同时固
化的车险制度也造成了车险行业的整体亏损。鉴于此，国家保险监管部门
己开始逐步推动车险条款及费率的市场化。本文选择山西 S 财险公司为研
究对象，希望通过分析其在山西的市场环境及营销现状，找出其存在的问
题并提出解决对策

本文首先介绍了机动车辆保险的基本概念及与市场营销中的4p
,
s 和服
务营销相关理论并对车险营销的相关文献进行了分析。在此基础上从外部
宏观因素、行业发展现状和客户购买行为等方面对山西 S 财险公司车险业
务营销环境进行了分析。再次，从公司基本情况、组织架构、车险业务现
状、车险营销中存在的问题等方面介绍山西 S 财险公司营销现状，并分析
了其中存在的问题。最后，论文运用4p
,
s 营销策略理论，提出了山西 S 财
险公司车险业务营销策略的优化措施。其中在产品策略方面提出了新产品
创新开发，提升理赔服务效率以及创新产品增值服务方式；在价格策略方
面提出了完善费率因子修订价格细化系数，加强车险风险测定，完善不同
车型的风险数据，运用大数据进行车险个性化地准确定价；在营销渠道方
面本文提出了微信营销渠道，移动客户端营销渠道和官方旗舰店营销渠道；
在促销策略方面本文提出了网络推广、营销推广和公共关系策略。为保障
所提出营销策略的顺利实施，本文提出了优化组织结构保障营销策略实施IV
效果，充分利用信息交互平台实现车辆信息的互联互通，借鉴国外经验推
动车联网应用，以及推行远端视频定损系统等保障措施

本文的研究目的是利用市场营销学的相关理论，找到适合山西 S 财险
公司车险业务的营销策略，帮助其在激烈的竞争环境下获得更大的市场份
额和利润

关键词：车险业务；营销策略；互联网；大数据；费率因子V
Research on the Marketing Strategy of the
Auto Insurance Business in Shanxi S
Property Insurance Company
Abstract: With China&39;s increasing depth and density of insurance, the insurance
consumer consumption concept matures, to meet the diversified demand of
insurance can not be obtained in the homogenization of auto insurance products,
insurance and curing system also led to the overall loss of auto insurance
industry. In view of this, the national insurance regulatory authorities have
begun to gradually promote the auto insurance terms and rates of the market.
This paper chooses Shanxi S insurance company as the research object, hope
that through the analysis of the market environment and marketing situation in
Shanxi, to find out the existing problems and countermeasures.
Firstly, this paper introduces the basic concepts of motor vehicle insurance
and the related theories of 4PS and service marketing in the marketing, and
analyzes the relevant literatures about the automobile insurance marketing. On
the basis of purchase behavior and customer development from the status quo of
external macro factors, industry and other aspects of the analysis of Shanxi S
property insurance company auto insurance business marketing environment.
Again, from the basic situation of the company, organization, insurance
business status, insurance marketing problems of Shanxi S property insurance
company&39;s marketing situation, and analyzes the existing problems. Finally, the
paper applies 4PS marketing theory, put forward the optimization measures of
Shanxi S property insurance company auto insurance business marketing
strategy. The proposed new product innovation and development in productVI
strategy, the way to improve value-added service claims service efficiency and
innovation products; in the aspect of price strategy is proposed to improve the
rate factor revised price refinement coefficient, strengthen insurance risk
determination to improve risk data of different models, auto insurance
personalized accurate pricing using big data in the marketing channel in this
paper; We Chat mobile client marketing channels, marketing channels and
marketing channels in the official flagship store; promotion strategy, this paper
puts forward a network promotion, marketing and public relations strategy. In
order to ensure the smooth implementation of the marketing strategy, this paper
puts forward the optimization of organization structure security marketing
strategy implementation, the interconnection of full use of the information
exchange platform of vehicle information, learn from foreign experience to
promote the car networking applications, as well as the implementation of
remote video system damage and other security measures.
The purpose of this paper is using the theory of marketing, to find suitable
for Shanxi S property insurance company auto insurance business marketing
strategy, to help them get more market share and profits in a competitive
environment.
Keywords：Auto insurance business；Marketing strategy；Internet；Big data；
Rating factorI
目录
1绪论....1
1.1研究背景和意义.........1
1.1.1本文研究的背景..........1
1.1.2本文研究的目的和意义..........2
1.2国内外研究综述.........2
1.2.1国外研究综述..2
1.2.2国内研究综述..4
1.3本文研究的内容与框架.........6
1.3.1本文研究的内容..........6
1.3.2本文研究的框架..........6
1.4研究的方法与研究路线.........7
1.4.1研究方法..........7
1.4.2研究路线图......8
2本文的理论基础........9
2.1相关概念的界定.........9
2.1.1保险营销的概念及特点..........9
2.1.2车险营销的概念及特点........11
2.2.1消费者行为理论........13
2.2.2市场细分理论14
2.2.3市场营销组合理论....16
3山西 S 财险公司车险业务营销的现状与问题分析..........19
3.1山西 S 财险公司简介...........19
3.1.1公司基本情况19
3.1.2公司组织结构20
3.1.3营销部门与人员分析20
3.1.4公司车险业务特点..........
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