摘要
I
摘要
近几年我国财险行业不断快速发展，根据我国保监会 2016 年 1-9 月数据显示，
2016 年 1-9 月产险公司原保险保费收入 6824.84 亿元，同比增长 8.97%；2015 年被称
为保险行业的开元年；2016 年各财险公司保监局在所在省份陆续组织召开学习贯彻
《各省保险业发展第十三个五年规划纲要》动员大会促进各省保险业发展。随着对外
开放不断深入，财险业务的专业化、一体化程度不断提高。专业的服务体验和一体化
服务成为财险业务的主导；相对而言，国内财险公司无论在经营发展水平、人员素质、
业务交叉程度及综合业务的服务模式等方面，与国际大型综合性保险机构相比，都存
在较大差距。从国内来看，各大各大银行、证券等金融机构不断扩张业务范围，不再
局限于原有的经营范围，而是朝着多元化的方向发展，截止目前有 200 家公司排队静
候保险牌照，财险市场竞争十分激烈。面对内外发展机遇与威胁，进行财险营销业务
营销策略的创新和探索，是我国财险公司的当务之急

PASD公司在国内财险行业处于第一梯队，在财险业务营销上积累了一定的经验，
但随着国家近几年不断对保险行业实施规范、改革，国内巨大的财险市场，让竞争者
和潜在进入者跃跃欲试，激烈的竞争环境让财险行业变幻无常。本文对 PASD 公司财
险业务营销策略的研究，是对当前的竞争环境下营销优化策略的探索，对于丰富财险
行业新形势下营销策略有着重要的意义。同时，对 PASD 公司财险营销中现实问题的
解决，具有指导与实践意义

本文将以 PASD 公司为例，从产品策略、渠道策略、营销业绩和营销队伍几个方
面，来分析 PASD 公司的财险业务营销现状，运用 SWOT 分析法，分析 PASD 公司
的优势、劣势、机会和威胁，在全面对公司分析的基础上，本文得到了公司内部存在
代理人素质行为欠规范、客户挖掘与保留能力欠缺、网络营销渠道建设不完善、综合
性人才缺失和激励体制及管理责任落后等问题；在明确 PASD 公司的优势、劣势、机
会和威胁，以及在财险业务营销中存在的问题，结合 4P 营销组合理论，探讨 PASD
公司的财险营销策略，本文对 PASD 公司财险业务营销策略的探讨，并不是事无巨细
的从各个方面进行探讨，而是基于 PASD 公司的 SWOT 分析和发展存在问题，有针
对性的提出营销策略，至于一般性的策略，本文并没有着重探讨；任何策略的实施都
必须配备必要的保障措施，本文将从互联网、数据、客户、结构和营销队伍等几个方
面，对 PASD 公司财险业务营销策略提供保障措施，希望通过本文的探讨研究，提高
PASD 公司的市场竞争力，实现成为所在区域领导者的战略目标

关键词：财产保险；SWOT 分析；营销策略山东理工大学硕士学位论文 ABSTRACT
III
ABSTRACT
In recent years, China&39;s property insurance industry has been developing rapidly.
According to the China Insurance Regulatory Commission in January and September 2016,
the original insurance premium income of the property insurance company in the first nine
months of 2016 was 682.484 billion yuan, up by 8.97 percent year on year. The insurance
industry in the first year of the year; 2016 the property insurance company Insurance
Regulatory Bureau in the provinces have organized to study and implement the provincial
insurance industry development thirteenth five-year plan mobilization meeting to promote
the development of the province&39;s insurance industry. With the deepening of the opening to
the outside world, property insurance business specialization, the degree of integration
continues to increase. Professional service experience and integration services to become
the leading P & C business; contrast, domestic property insurance companies operating
both in terms of level of development, quality of personnel, the degree of cross-business
and integrated business service model, with large-scale international comprehensive
insurance Institutions, there is a large gap. From the domestic point of view, the major
banks, securities and other financial institutions continue to expand the scope of business,
no longer limited to the original scope of business, but in the direction of diversification, as
of now there are 200 companies waiting in line insurance License, property insurance
market competition is very intense. In the face of internal and external development
opportunities and threats, the insurance and marketing business marketing strategy
innovation and exploration, is China&39;s property insurance company&39;s top priority.
PASD company in the domestic property insurance industry in the first echelon, in the
insurance business marketing has accumulated some experience, but with the country in
recent years on the insurance industry to implement the norms, reform, the huge domestic
property insurance market, so that competitors And potential entrants eager, intense
competitive environment for the property insurance industry is volatile. This paper studies
the marketing strategy of PASD&39;s property insurance business, which is the exploration of
the marketing optimization strategy in the current competitive environment, which is of
great significance to enrich the marketing strategy in the new situation of the property
insurance industry. At the same time, it is instructive and practical to solve the practical
problems of PASD&39;s property insurance marketing.山东理工大学硕士学位论文 ABSTRACT
IV
This will be PASD&39;s case, from product strategy, channel strategy, marketing
performance and marketing team aspects, to analyze the current situation PASD property
insurance business marketing company, SWOT analysis, analysis PASD company&39;s
strengths, weaknesses, opportunities and threat, on the basis of a comprehensive analysis
of the company, got the house there is an agent acts less standardized quality, customer
retention mining and lack of capacity, network marketing channel construction imperfect,
lack of talent and a comprehensive incentive system and management responsibilities
backward problem; in clear PASD company&39;s strengths, weaknesses, opportunities and
threats, as well as problems in the property insurance business marketing, combined with
4P marketing mix theory, explore PASD Insurance company marketing strategy, the paper
PASD company property insurance business marketing strategy discussion, not a
micromanager from all aspects discussed, but based on the presence PASD company
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