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保险改变生活，随着社会的发展，保险得到越来越多重视。而财产保险的发展程度关系着整个社会的发展与进步。车辆保险在财产保险占有非常重要的比重，其经营效益决定了财产险保险公司的经济效益。伴随着2020年9月19日全国第三次商车费改，财产保险公司面临着前所未有的压力与挑战。公司的车辆保险市场营销策略需要优化，需要开拓市场渠道，只有与时俱进才能不被市场淘汰。

本研究主要采用了文献研究与实地调查相结合的方法，选取大地保险陕西分公司为研究对象，围绕其车辆保险业务的营销策略进行详细的研究和分析。本文通过运用保险营销与服务营销的相关理论和市场营销组合、SWOT分析工具，为大地保险陕西分公司车险业务营销策略的优化方案，提供了理论依据和技术保障。通过分析了大地保险陕西分公司车险营销策略的现状和存在的问题。对大地保险陕西分公司所处的外部的宏观环境以及微观环境展开了细致的调查研究，通过微观与宏观环境对大地保险陕西分公司进行SWOT矩阵分析。通过对大地保险陕西分公司SWOT矩阵的归纳分析，优化现有的营销策略。通过对目标市场以及大地保险陕西分公司所处的市场环境进行分析后，重点对产品、价格、渠道、促销，人员，有形展示，过程管理等方面提出大地保险陕西分公司的车险业务营销策略进行优化。最后，通过企业的组织结构保障、品牌形象保障、人力资源保障、理赔服务保障提出相应的保障措施。希望能够帮助大地保险陕西分公司在车险业务营销方面能够突破现有瓶颈，实现车险业务健康快速发展。

希望通过本文的研究对为大地保险陕西分公司车险业务的发展做出一些有益的探索，提升客户满意度，提高营销业绩。

Insurance changes lives. With the development of society, more and more attention is paid to insurance. Property insurance plays a very important role in promoting social employment and development, guaranteeing people's livelihood and promoting domestic demand through consumption escalation. Vehicle insurance occupies a very important proportion in property insurance, and its operating efficiency is directly related to the economic benefits of insurance companies. With the third commercial fare change in the country on September 19, 2020, property insurers are facing unprecedented pressures and challenges. The marketing strategy of the company needs to be optimized, market channels need to be developed and keep pace with the times in order not to be eliminated by the market.

This paper mainly adopts the method of literature research and field investigation, chooses the optimization of automobile insurance marketing strategy of Continent insurance Shaanxi Branch as the research object, carries on the detailed research and investigation around its automobile insurance business marketing strategy. In this study, the related theories and marketing combination of insurance marketing and service marketing, SWOT analysis tools, provide theoretical basis and technical guarantee for the development of marketing strategy of automobile insurance business in Continent insurance Shaanxi Branch. The present situation and existing problems of auto insurance marketing strategy in Continent insurance Shaanxi Branch are analyzed. In this paper, the external macro environment and micro environment of the Shaanxi branch of insurance are investigated in detail, and the SWOT matrix analysis is carried out through the micro and macro environment. Based on the inductive analysis of SWOT matrix, the existing marketing strategy is optimized. After analyzing the target market and the market environment of shanxi branch of insurance, the marketing strategy of shanxi branch of insurance is optimized in terms of product, price, channel, promotion, personnel, physical display and process management. Finally, through the organization structure guarantee, the brand image guarantee, the human resources guarantee, the claims settlement service guarantee to put forward the corresponding safeguard measure. To help earth insurance shanxi branch in auto insurance business marketing can break through the existing bottleneck, auto insurance business health and rapid development.

It is hoped that the research in this paper will make some beneficial exploration for the development of auto Continent insurance Shaanxi Branch, improve customer satisfaction and marketing performance.