郴州职业技术学院寿险营销策划班级市场营销3091班姓名周俊杰学号36策划时间：2011.10.281平安汽车保险营销策划方案目录目录............................................................................................................................................2概要..................................................................................................................................................3一、策划目的..................................................................................................................................3二、汽车保险基本情况分析...........................................................................................................3（一）汽车保险概念及种类...................................................................................................31.车险按性质可以分为强制险和商业险.......................................................................32.车险按保障的责任范围可以分为基本险和附加险...................................................3（二）汽车保险的特点...........................................................................................................41.保险标的出险率较高...................................................................................................42.业务量大，投保率高...................................................................................................43.扩大保险利益..............................................................................................................44.被保险人自负责任与无赔款优待...............................................................................4（三）平安车险SWOT分析及可能的战略.............................................................................5三、车险营销环境分析..................................................................................................................6（一）宏观环境分析..............................................................................................................61.政治法律环境..............................................................................................................62.经济环境......................................................................................................................63.社会文化环境..............................................................................................................64.技术环境......................................................................................................................75.人口环境....................................................................................................................7（二）微观环境分析..............................................................................................................7（三）车险市场概况..............................................................................................................8四、市场竞争状况分析..................................................................................................................8五、STP战略和4p’s策略表现分析............................................................................................9（一）STP战略........................................................................................................................9（二）4p’s策略..............................................
