传统营销模式与市场的脱节,成为影响我国财产保险业务发展最重要的原因。推动财产保险业务的可持续发展,重点是创新财产保险营销模式,采取基于顾客价值创造的现代营销新模式。本文分析了在财产保险业务过程中引入价值营销模式的必要性,分析了价值营销过程中存在的主要问题和面临的挑战,并提出了强化财产保险价值营销的对策和建议。 The disjunction between the traditional marketing mode and the market has become the most important reason that affects the development of China’s property insurance business. Promote the sustainable development of property insurance business, focusing on the innovative property insurance marketing model and the new marketing model based on customer value creation. This paper analyzes the necessity of introducing the value marketing model in the process of property insurance business, analyzes the main problems and challenges in the process of value marketing, and puts forward the countermeasures and suggestions to strengthen the value marketing of property insurance.