摘要
作为一个传统但又陌生的“新”险种，董事责任保险在我国已发展 20年，然而从
目前行业数据及相关数据平台统计来看，与欧美发达国家相比，我国董事责任保险发展
并不理想，我国董事责任保险截至 2020年底的投保率只有 12%，市场保费规模不足两
亿元。但是随着注册制的推进、“中概股”回归以及北京证券交易所的开通，新证券法
的实施及国内越来越完善的证券法律环境，上市交易的国内公司越来越多，国内企业对
董事责任保险需求也会越来越多；虽然董事责任保险的整体保费规模在保险市场中占比
不大，但是通过董事责任保险的拓展既能够为保险主体带来一揽子保险业务又能提升品
牌影响力。与此同时，随着我国保险主体的增多及外资保险公司的进入，市场竞争程度
将会加剧，面对新的发展机遇与威胁，要想在董事责任保险这一新的业务增长领域占得
先机，就有必要对董事责任保险的营销策略进行研究。
由于我国董事责任保险的发展尚处于起步阶段，各家保险主体开展此项业务的情况
并不尽相同，国内大型传统保险公司无论是在资源还是渠道方面，都存在着巨大优势，
营销相对较为容易；本文以 Y保险公司为代表的中小型公司为例，研究中小型保险在董
事责任保险营销应采取的策略，为潜在进入者提供营销建议，使得在董事责任保险营销
上面少走弯路，在传统 4P营销基础上，董事责任保险的营销应加入政府公共关系和政
府权力两个策略，能够起到事半功倍的效果；热点事件的发生给董事责任保险带来了发
展机遇，把握机遇的同时也需要保险公司提升风控能力，不能为了业务而“业务”；中
小型财险公司应积极进行产品、渠道等各方面的创新，针对不同目标市场采用不同营销
策略；同时董事责任保险市场的培育需要各级政府及行业主体共同来努力，借鉴欧美发
达国家的经验做法，力争规范条款内容，适应我国实际情况的同时也需要避免发生类似
美国 70年代董事责任保险危机。最后，希望通过本文的探讨研究，找到适合当前环境
的营销策略，进而提高公司的市场竞争力，同时也为保险参与企业治理贡献力量。
关键词：董事责任保险；6Ps营销策略；保险公司
I

ABSTRACT
As a traditional but unfamiliar "new" insurance, director liability insurance has been developed in
China for 20 years, however, from the current industry data and related data platform statistics, compared
with developed countries in Europe and the United States, the development of director liability insurance in
China is not ideal, China's director liability insurance as of the end of 2020 The insurance rate is only 12%,
and the market premium scale is less than 200 million yuan. However, with the advancement of the
registration system, the return of " Chinese concept share(CCS)" and the opening of the Beijing Stock
Exchange, the implementation of the new securities law and the increasingly perfect securities legal
environment in China, more and more domestic companies are listed and traded, and domestic enterprises
will have more and more demand for directors' liability insurance. Although the overall premium scale of
directors' liability insurance accounts for a small proportion of the insurance market, the expansion of
directors' liability insurance can not only bring a package of insurance business to insurance entities but
also enhance brand influence. At the same time, with the increase of insurance entities in China and the
entry of foreign insurance companies, the degree of market competition will intensify, in the face of new
development opportunities and threats, in order to take advantage of the new business growth area of
directors' liability insurance, it is necessary to study the marketing strategy of directors' liability insurance.
Since the development of directors' liability insurance in China is still in its infancy, the situation of
each insurance entity to carry out this business is not the same, and there are huge advantages in both
resources and channels in large domestic traditional insurance companies, and marketing is relatively easy;
This paper takes the small and medium-sized companies represented by Y Insurance Company as an
example, studies the strategies that small and medium-sized insurance should adopt in the marketing of
directors' liability insurance, provide marketing suggestions for potential entrants, so that there are fewer
detours in the marketing of directors' liability insurance, on the basis of traditional 4P marketing, the
marketing of directors' liability insurance should join the two strategies of government public relations and
government power, which can play a multiplier effect with half the effort; The occurrence of hot events has
brought development opportunities to directors' liability insurance, and while seizing the opportunities,
III
。。。以下略