摘要：随着我国经济的发展、人民生活水平的提高，人们的需求层次不断向更高层次迈进,对保险的需求也越发强烈。同时中国的保险产业规模也越来越大,但中国的保险竞争格局仍没有被打破,少数保险公司在市场上仍占主导地位，其竞争地位对于中小保险公司来说，很难撼动。又随着中国加入WTO，保险业对外已全部开放,外资的进入,以其先进的管理经验和强大的资本优势,更加剧了保险业的竞争,我国保险企业更面临着严峻的挑战。本文通过对保险行业行业营销环境和保险营销理论的论述和分析,同时结合中华联合财产保险公司营销管理中存在的问题,制定出恰当的营销策略，力求能为中华联合财产保险公司的健康发展提供一些有益的参考。
关键词：财产保险； 营销策略； 4P策略； 现代营销理论
Abstract：With the development of our national economy, the improvement of people's living standard, people's demand level continuously forward to a higher level, the insurance has become more and more strong. At the same time, China 's insurance industry and the scale is larger and larger, but Chinese insurance competition still has not been broken, a small number of insurance companies in the market to still take dominant place, its competitive position for small and medium-sized insurance companies, it is difficult to shake. And with China's accession to the WTO, insurance industry has opened to outside world, the entry of foreign capital, with its advanced management experience and strong capital advantage, intensified competition in the insurance industry, the insurance enterprises of our country face the stern challenge. Based on the insurance industry and insurance industry marketing environment marketing theory and analysis, find out the United Property Insurance Company of China facing opportunities and threats, China United Property Insurance Company of its own advantages and disadvantages, and combining with the Chinese joint property insurance company marketing management problems, to develop appropriate marketing strategies, and strive for China United Property Insurance Company business development to find out a reasonable way of sustainable development.
Key words: Property insurance; marketing strategies; 4P strategy; modern marketing theory
笔者认为，虽然近年来中华保险业务发展迅速，但是在营销策略上还有很多不足之处。在营销策略的选择、实施上有很多不尽人意之处。这主要是由两方面原因导致的：一方面是，我国财产保险营销理论研究和实践起步比较晚，缺乏相关经验；另一方面是，由于长期处于政策的保护下，中华保险的市场营销意识不强，导致营销策略的研究滞后。为此我们提出几点建议：(1)转变营销理念，重视营销工作。(2)加大产品开发力度，推出适销产品。(3)丰富营销渠道。当前，随着财产保险行业的不断发展，我国财险市场即有机遇又有挑战，但是只要我们坚持正确的市场营销策略，以市场为导向不断丰富和完善财产保险营销体系，就一定能在竞争激烈的财险市场中立于不败之地。
