我国机动车辆保险的营销策略研究

内容摘要：我国财产保险产业发展迅速，而产险的支柱性险种机动车辆保险近年的发展尤为引人注目。随着汽车行业的高速增长，给与汽车息息相关的财产保险行业带来高速的增长，现有的机动车辆保险的营销策略与日益变化客户需求的矛盾，已阻碍了高速增长的机动车辆保险市场的稳步发展。因此，进行机动车辆保险市场的科学细分，对于保险营销策略的创新和改革以及发挥机动车辆保险对于汽车消费市场的促进和保障作用有着重要的意义。本文指出了我国现有机动车辆保险营销模式的弊端，以及提出了机动车辆保险市场营销策略应注重渠道细分、产品差异化、采取适当的促销手段以及服务创新才能适应日益变化的市场需求，这对于机动车辆保险业务的营销改革和发展规划创新具有重要的参考价值。

关键词：保险行业，机动车辆保险，营销策略
 China motor vehicle insurance marketing strategy
Abstract：Our national property insurance industry has developed rapidly, and the property's backbone danger is planted motor vehicle insurance in recent years development is particularly remarkable. With the rapid growth of the industry, Give the property insurance industry car is closely linked with To high growth,The existing motor vehicle insurance marketing strategies and changing customer demand, the conflict has hindered the high-speed growth of motor vehicle insurance market of steady development. Therefore, the motor vehicle insurance The science of insurance market segment, for insurance marketing strategy of innovation and reform and play motor vehicle insurance for the car to promote and protect the consumer market is of great significance to the role.This article pointed out the existing motor vehicle insurance marketing model malpractice, And put forward the motor vehicle insurance market marketing strategies should be pay attention to channel subdivision and product differentiation, take proper promotion means and service innovation can adapt the market demand changes day by day, This for motor vehicle insurance business marketing reform and development planning innovation has important reference value.
Key words：Insurance industry ，Motor vehicle insurance ，Marketing strategy

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