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论文编号：	12144
作者编号：	2320170551
上传时间：	2020/12/14 10:02:14
中文题目：	大都会人寿保险公司重大疾病保险营销策略及其实施研究
英文题目：	The Marketing Strategy and Research of Implementation on the Critical Illness Insurance of the Sino-US United Metlife Insurance Company Ltd.
指导老师：	李桂华
中文关键字：	大都会人寿保险公司；重大疾病保险；营销策略
英文关键字：	Sino-US United Metlife Insurance Company Ltd.；Critical Illness Insurance；Marketing Strategy
中文摘要：	近几年来，随着我国经济的稳定发展，人民生活水平不断提高，百姓对于医疗方面的需求也在不断的提高，因此也带来了一些问题。例如，近些年来医疗费用的上涨，药品终端价格的不稳定，以及优质医疗资源的短缺等等。所以，对广大百姓而言，一旦家庭出现重疾患者，将面临虽有基本社会保障，但是远不能满足病人医疗费用的需求，以及大病医疗的自付比例相对较高等问题。昂贵的医疗成本对大多数的家庭来说是难以承受的经济压力。重大疾病保险作为社会保障体系的有效补充，在被保险人身患某些重大疾病时，不仅可以在治疗期间及时给予经济赔付，而且有些险种还可以提供优质医疗资源，帮助患者及其家庭解决巨额的医疗费用以及后续的康复费用，同时解决就医难等问题。同时也能缓解患者在治疗费用方面的精神压力，以及缓解患者家属千方百计寻求优质医疗资源方面的心理压力，这样对患者早日康复也能起到积极的作用。 随着国家政策对商业保险产业支持逐渐加大，以及医疗卫生领域的体制改革不断深入推进，构建多重维度医疗保障体系的时机已经日趋成熟，重大疾病保险作为补充社会基本医疗保障的有效手段，可以解决社会基本医疗保险不足以覆盖所有人口的问题，并且同时满足市场多样化的需求，为整个社会的医疗保障起到越来越重要的作用。 本文以大都会人寿保险公司作为具体的研究对象，通过分析重大疾病保险的在我国保险市场的发展趋势，阐述大都会人寿保险公司的重大疾病保险营销的状况，并对该公司的重大疾病保险业务进行了SWOT分析，针对大都会人寿保险公司重大疾病保险业务，提出了营销策略组合，并且对其实施方案进行了全面的分析研究，希望通过本文能进一步扩大大都会人寿保险公司的重大疾病保险业务，并且为其持续性发展提供营销决策参考。
英文摘要：	With the steady growth of Chinese economy in the last few years and the improvement of people's living standards, people's needs for medical care have also been increased, which has also triggered some problems. For example, the rising cost of medical care in recent years, the unstable end prices of medicines, and the shortage of high-quality medical resources,etc. Therefore, for the general public, once the family appears seriously ill, will face although there is a basic social security, but far from meeting the need of the patient's medical costs, as well as the serious disease medical out-of-pocket proportion is relatively high problem. The high cost of health care is an overwhelming financial burden for most families. Critical illness insurance as the effective supplement of social security system, when the insured suffers from some major disease, not only can give economic compensation in time during treatment, and some is planted can also provide high quality medical resources, help patients and their families to solve large medical costs and the subsequent recovery cost, at the same time solve the medical problems. At the same time, it can also relieve the mental pressure of patients in terms of treatment costs, as well as relieve the psychological pressure of patients' families in seeking for high-quality medical resources, which can also play a positive role in the early recovery of patients. As the national political support for commercial insurance industry increased gradually, and in the field of medical and health system reform was deepened ceaselessly, build the timing of the multiple dimensions of medical security system has been increasingly mature, the critical illness insurance as effective means of added social basic medical insurance, can solve the problems of social insurance of primary medical treatment is not enough to cover all segments of the population, and at the same time meet the needs of market diversification, for the medical security of the whole society more and more important role. In this paper, Sino-US United Metlife Insurance Company Ltd. is the specific research object. Depending on the analysis of the market development trend of China's critical illness insurance, the critical illness insurance marketing status of Sino-US United Metlife Insurance Company Ltd. and the company to conduct a SWOT analysis, critical illness insurance business for Metlife insurance company marketing strategy of critical illness insurance, hope that through this article for Metlife insurance company of critical illness insurance business development thought and its sustainable development to provide reference for marketing decisions.
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