MBA教育中心知识库

伴随着新能源汽车市场的飞速发展，新能源车险已经成为各大财险公司的必争之地。新能源汽车与传统燃油车的风险状况等因素存在巨大差异，但在新能源车险产品营销方面，人保财险青岛市分公司仍沿用传统燃油车思路，导致公司在青岛市新能源车险市场上缺乏市场竞争力，因此公司的新能源车险营销急需优化。

在此背景下，本文运用市场营销学的相关理论，分析了人保财险青岛市分公司新能源车险营销的现状和问题，发现公司在车险营销中存在的问题，主要是产品创新性不足、价格策略不合理、渠道发展不均衡、线上推广能力差、促销模式单一、培训体系不完善、过程管控待加强、有形展示规范性较差。文章系统剖析了人保财险青岛市分公司的营销环境，包括政治法律环境、经济环境、社会文化环境、行业竞争环境等，并在此基础上总结公司的总体优势和劣势，为营销策略优化方案奠定基础。然后运用STP分析法进行市场细分，发现目标市场并重新定位，根据7Ps理论从产品、价格、渠道、促销、人员、过程、有形展示等方面对车险营销策略进行了优化研究。文章对新能源车险产品进行了重新设计，提出新能源车险产品定价思路，对新能源车险传统营销渠道和线上渠道进行了优化，制定了丰富多样的新能源车险促销方式，并在员工培训、过程管控和有形展示等方面提出了优化方案。

最后指出公司在组织层面、制度、资金、人员和技术支持等方面对保障新能源车险业务营销策略优化相关的配套保障措施。公司组织架构应继续优化，并在车险营销层面、人员培训、员工薪酬福利等方面提供充足的制度保障和资金保障，同时要为营销方案的展开提供强有力的技术支持保障。

With the rapid development of the new energy vehicle market, the new energy vehicle insurance market has become a must for major property insurance companies. There are huge differences in the risk profile of new energy vehicles and traditional fuel vehicles, but in terms of new energy vehicle insurance product marketing, PICC P&C Qingdao Branch still follows the idea of traditional fuel vehicles, resulting in the company's lack of market competitiveness in the Qingdao new energy vehicle insurance market, so the company's new energy vehicle insurance marketing needs to be optimized urgently.

In this context, this paper analyzes the current situation and problems of new energy vehicle insurance marketing of PICC P&C Qingdao Branch by using the relevant theories of marketing, and finds that the company's problems in auto insurance marketing are mainly insufficient product innovation, unreasonable price strategy, unbalanced channel development, poor online promotion ability, single promotion mode, imperfect training system, process control to be strengthened, and poor standardization of tangible display. This paper systematically analyzes the marketing environment of PICC P&C Qingdao Branch, including political and legal environment, economic environment, social and cultural environment, industry competition environment, etc., and summarizes the company's overall advantages and disadvantages on this basis, so as to lay the foundation for the optimization plan of marketing strategy. Then, the STP analysis method is used to segment the market, reposition the target market, and the marketing strategy was optimized and studied from the aspects of product, price, channel, promotion, personnel, process, and tangible display according to the 7Ps theory. This paper redesigns the new energy vehicle insurance products, puts forward the pricing ideas of new energy vehicle insurance products, optimizes the traditional marketing channels and online channels of new energy vehicle insurance, formulates a variety of new energy vehicle insurance promotion methods, and puts forward optimization plans in terms of employee training, process control and tangible display.

Finally, the company's supporting measures related to organizational level, system, capital, personnel and technical support are pointed out. The company's organizational structure should continue to be optimized, and provide sufficient institutional and financial guarantees in terms of auto insurance marketing, personnel training, employee compensation and benefits, etc., and at the same time provide strong technical support for the development of marketing plans.