中文摘要 中文摘要 近年来，随着中国实体经济的蓬勃发展，广大人民群众生活水平进一步提高， 人民群众追求更加便捷的生活方式，我国机动车辆保有量规模持续扩大。机动车 辆保险是机动车正常上路运行的必要条件，承保用户和普及率也在随之扩大，车 险行业商业价值得到进一步肯定，成为当今社会的热门行业，也引起了人民群众 的普遍关注，车险相关的服务也逐渐纳入民生重点关注范畴。三次针对车险费用 的改革落地实施，标志着车险市场环境要进一步规范，各财产险公司以资本驱动 抢占市场的问题将得到改善，迫使各财险公司必须通过转变经营理念，通过提升 客户体验，及完善自身风险管控来获得竞争优势。 本文运用 PEST 分析法对 A 公司所处的宏观环境和微观环境进行分析，采取 问卷调查的形式对公司客户开展各项服务满意度的调查，运用 4Ps 营销理论对 A 财险公司车险业务营销策略进行研究，对照同业公司及市场需求，查找 A 公司车 险业务营销策略存在的短板，并深入剖析短板产生的原因，结合 A 公司实际从产 品、价格、渠道、促销、客户管理 5 个维度提出具体的营销策略改进建议，最大 程度挖掘 A公司在车险市场的发展潜力和竞争优势，实现 A公司可持续稳定发展 的目标。最后，围绕战略调整、资金支持、制度完善等方面提出相应保障措施， 确保营销策略能够有效落地实施。本文意义在于以 A 公司车险业务为主要研究对 象，帮助 A 公司探索具有竞争优势的营销策略，提升企业影响力，更好地发挥企 业价值，并对整个传统保险行业起到广泛指导作用。 关键词：车险；营销策略；服务 -I- 黑龙江大学硕士学位论文 Abstract In recent years, with the vigorous development of China's real economy, the living standard of the general public has further improved and the people have pursued a more convenient lifestyle, the scale of China's motor vehicle ownership has continued to expand. Motor vehicle insurance is a necessary condition for the normal operation of motor vehicles on the road, and the underwriting users and popularity are expanding with it. The business value of the auto insurance industry has been further affirmed and has become a popular industry in today's society, which has also aroused the general concern ofthe people,and theservices relatedto auto insuranceare gradually incorporated into the key concern of people's livelihood. The implementation of the three reforms for auto insurance costs marks the further standardization of the auto insurance market environment, and the capital-driven market capture by property and casualty insurance companies will be improved, forcing property and casualty insurance companies togain competitive advantageby changingtheir business philosophy, improving customer experience, and perfecting their risk control. This paper uses PEST analy