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论文编号：	12218
作者编号：	2120163076
上传时间：	2020/12/15 12:25:55
中文题目：	T保险公司健康保险市场营销战略研究
英文题目：	Research on the marketing Strategy of T Insurance Company in health insurance market
指导老师：	齐善鸿
中文关键字：	健康险；营销战略；营销组合策略；T保险公司
英文关键字：	Health insurance; Marketing strategy; Marketing mix strategy; T Insurance Company
中文摘要：	随着国内经济社会发展水平和城镇化水平的提高，人口老龄化趋势的凸显，社会医疗保险意识的强化，人们的健康意识和健康需求得到了较大的发展。为满足不断升级的、呈现多样化趋势的健康保障需求，专业的健康保险随之出现。近些年来，伴随着医疗体制改革和社会保障体系的完善，国家出台了一系列助力健康保险行业发展的政策法规，例如2016年国务院制定《“健康中国2030”规划纲要》，提出我国要规范并推进商业健康保险的发展。在政策利好不断释放的背景下，我国健康保险得到快速的发展。 随着我国经济发展速度加快，人们收入水平提高，消费能力大幅攀增，这些都为购买商业健康保险提供了优势条件，尤其随着人们保险意识的增强，保险公司未来在健康保险市场领域拥有极大的发展空间，市场潜力不可小觑。T保险公司作为一家年轻的保险机构，对保险市场的趋势判断和发展步伐上，具有敏锐的专业嗅觉。近年来，T保险公司积极投身健康保险市场，期望把握时代商机，力求在竞争市场格局中占据优势，但同时也几乎无可避免地遇到保险行业发展中的共性问题，如落后的促销手段、单一的营销渠道、同质化的产品类型、居高不下的费率等等，保险公司长远发展亟需从优化营销战略角度着手。 本文综合运用了文献研究法、案例分析法，以及文献和案例调研资料结合的比较法，梳理了国内外健康险的经营管理模式和国内健康险市场的宏观环境。在此基础上，本文以T保险公司健康险业务经营状况为案例，通过调研T公司，并使用PEST、波特五力模型等分析工具，总结了T公司健康保险营销几大问题。围绕这些问题，本研究着力运用STP理论、4Ps营销组合理论工具明确了升级的营销策略。即，T公司健康险业务目标市场应锁定在政策性健康险和差异化的健康险产品方面，通过“三不限”产品和区域市场差异化产品线的产品策略、着力打造互联网环境下的综合渠道策略、创新地提供增值服务的促销策略，进而从组织制度、产品服务差异化、营销人员、信息化、风控与合规等五个方面提出了相应的实施保障措施。通过本文，希望可以为非专业健康险公司发展健康险业务提供一定的借鉴意义。
英文摘要：	With the improvement of the domestic economic and development leveland urbanization level, the prominent trend of population aging, the strengthening of social medical insurance awareness, people's health awareness and health needs have been greatly developed. In order to meet the increasing and diversified health care demands，professional health insurance has emerged. In recent years, with the reform of the medical system and the improvement of the social security system, the state has issued a series of policies and regulations to help the development of the health insurance industry. For example, in 2016, the State Council formulated the "healthy China 2030" planning outline, which proposed that our country need to standardize and promote the development of commercial health insurance in China. In the context of the continuous release of policy benefits ,China's health insurance has developed rapidly. As China's economic develop speed increased, people's income and their spending power enhanced, all of these provide advantageous for purchasing commercial health insurance.Especially with the enhancement of people's insurance awareness, insurance companies have great room for development in the health insurance market in the future, the market potential cannot be underestimated. As a young insurance company, T insurance company has a keen professional sense of smell on the trend judgment and development pace of the insurance market. In recent years, T insurance company actively participate in the health insurance market, hoping to seize the business opportunities of the times,strive to occupy the advantage in the competitive market .However,T company has been facing a common problem in the insurance industry, such as product homogeneity, single marketing channels, homogeneous product type high rates and so on.The marketing strategy needs to be optimized. This paper has used the literature research method, case analysis method, and qualitative comparison method combining literature and case research data comprehensively, to comb the domestic and foreign health insurance business management models and the macro environment of the domestic health insurance market. On this basis, this paper takes the health insurance business status of T Insurance company as a case, and summarizes several major problems of T company's health insurance marketing by investigating T Company and using PEST, Porter's Five Forces model and other analysis tools. Around these problems, this study focuses on using STP theory and 4Ps marketing mix theory tools to clarify the marketing strategy of upgrading. Namely, T health insurance business target market should be locked in the policy based health insurance and differentiated health insurance products, through the product strategy of "three no restrictions " products and regional markets differentiation product lines, strives to build the Internet environment comprehensive channel strategy, and the promotion strategy of providing value-added services intuitively . Then, it puts forward the corresponding implementation guarantee measures from five aspects, such as organization system, product and service differentiation, marketing personnel, information, risk control and compliance. This paper hopes to provide some reference for non-professional health insurance companies to develop health insurance business.
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