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我国汽车保险营销策略的分析及建议

摘要：机动车辆保险作为财产保险的第一大险种，已经和拥有数以亿计汽车保有量的中国相当密切的关系，其地位与作用以毋庸置疑。机动车辆保险也叫“车险”，大致分为交强险和商业险。说到我国汽车保险营销策略，就必须追本溯源，了解车险的前世今生，从他的起源，发展，现状等对车险有一个全面、系统的认识，尤其是对外国车险业比较成熟的国家德国、美国这一领域作了简单的介绍。这样对我国车险行业具有非常重要的借鉴意义。本文通过前人的经验总结以及最新的研究成果和车险政策，着重对我国现有的车险营销经营模式作了详细的描述。汽车保险市场营销环境对车险业的成长非常关键，只有将各个适合发展的因素充分的结合起来，才能走出一条适合我国国情的道路。车险要发展，就必须不断创新、不断总结、不断学习，同时也要靠自己摸索前进，中国这个最大的汽车保险市场才会爆发出巨大的威力。

关键字：车险经营模式营销环境

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Analysis and suggestion on the markeing strategy of automobile

insurance in China

Abstract: motor vehicle insurance as the first of the property insurance, and already has hundreds of millions of cars in the China quite close relationship, its position and role in doubt. The motor vehicle insurance is also called the \compulsory insurance and commercial insurance. When it comes to the marketing strategy of Chinese automobile insurance, it must we understand the past and present development of auto insurance, from his origin, status quo, and have a comprehensive understanding of the system of auto insurance, auto insurance industry, especially for the foreign mature state of Germany, United States in this field are introduced. It has very important significance for China's insurance industry. This research through summing up the experience of

predecessors and the latest achievements and insurance policy, focusing on China's existing insurance marketing business model was described in detail. The marketing environment of the car insurance auto insurance Growth is critical, only will each for the development of fully combine, ability to walk out of a way suited to China's national conditions. Auto insurance to development, we must continue to innovate, constantly sum up, continuous learning, but also to rely on oneself fumble forward, the largest automobile insurance market will burst out great power.

Key words: auto insurance business model marketing environment

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目录

1 绪论................................................................... 1 2 何谓车险............................................................... 2

2.1车险概念.......................................................... 2 2.2发源.............................................................. 2 2.3发展历程.......................................................... 2 2.4中国车险.......................................................... 2 2.5保险险种.......................................................... 4 3 汽车保险营销的经营模式................................................. 6

3.1直接营销模式的概念................................................ 6

3.1.1直销团队和个人代理营销模式 .................................. 6 3.1.2电话营销模式 ................................................ 6 3.1.3网络营销模式 ................................................ 7 3.2间接营销模式的概念................................................ 7

3.2.1专业保险代理人模式 .......................................... 8 3.2.2保险兼业代理制度 ............................................ 8 3.2.3 银行代理及邮政代理模式...................................... 8 3.2.4网上保险超市 ................................................ 9 3.2.5其它营销模式 ................................................ 9

4 我国汽车保险市场环境分析.............................................. 10

4.1我国汽车保险的宏观市场环境分析................................... 10

4.1.1政策环境 ................................................... 10 4.1.2法律环境 ................................................... 11 4.1.3经济环境 ................................................... 11 4.1.4社会文化 ................................................... 12 4.1.5人口、地理、家庭环境 ....................................... 13 4.2我国汽车保险的微观市场环境现状分析............................... 14 4.2.1投保人......................................................... 14

4.2.3未来进入者的威胁 ........................................... 14

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5 我国汽车保险市场营销环境SWOT分析..................................... 15

5.1优势（STRENGTH）................................................. 15 5.2劣势（WEAKNEES）................................................. 15 5.3机会（OPPORTUNITY）.............................................. 15 5.4威胁（THREAT）................................................... 15 6 外国汽车保险的市场营销环境............................................ 17 7 我国汽车保险市场存在的问题及建议...................................... 18

7.1我国汽车保险市场存在的问题....................................... 18 7.2针对我国保险市场提出的建议....................................... 18 参考文献................................................................ 20 致谢.................................................................... 21

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