4P营销策略组合理论下保险公司车险产品营销策略  

Marketing Strategy of Insurance Company’s Auto Insurance Products under the Theory of 4P Marketing Strategy Combination

作　　者：万凌云 Wan Lingyun

机构地区：[1]长江大学经济与管理学院,湖北省荆州市434023

出　　处：《时代汽车》2022年第19期169-171,共3页Auto Time

摘　　要：高速发展的经济,带动城市持续发展,家庭收入增加,为汽车行业的发展创造了绝佳的条件,同时也打造了需求量庞大的车险市场。保险公司如何啃下这块蛋糕,对其盈利和发展,都有着致命的吸引力。本研究结合保险公司的车险产品业务情况和产品类型,基于4P营销策略组合理论,从产品、价格、渠道和促销四方面分析了现阶段存在的问题,再提出了相对应的营销策略,旨在调动传统车险产品实现快速转型,以便更好的适应市场发展需求。The rapid development of the economy has driven the sustainable development of cities and increased household income,which has created excellent conditions for the development of the automobile industry,and also created a huge demand for automobile insurance market.How insurance companies bite this cake has a fatal attraction to its profitability and development.Combining the auto insurance product business conditions and product types of insurance companies,and based on the 4P marketing strategy combination theory,this research analyzes the current problems from the four aspects of product,price,channel and promotion,and then puts forward corresponding marketing strategies,aiming at mobilizing traditional auto insurance products to achieve rapid transformation in order to better adapt to market development needs.

关 键 词：4P营销理论 车险产品 营销策略 

分 类 号：F42[经济管理—产业经济]