工商管理学院知识库

健康险是我国建立多层次医疗保障体系的重要补充。随着我国经济的发展，居民可支配收入水平的显著提高，为健康险的发展提供了良好的经济基础，健康险的市场空间和发展潜力巨大。然而，保险业对于健康险的销售推广成果并不理想。因此，如何改善现有健康险营销策略，进一步开拓新市场，成为众多学者普遍关注的问题。

本文以中国人寿永登县支公司为研究对象，在对健康险的相关研究文献进行梳理的基础上，首先，运用问卷调查法对中国人寿永登县支公司健康险营销面临的现状进行调查，总结出其健康险营销存在的四大问题：产品推荐方案与市场需求不匹配、产品定价单一、销售渠道单一、宣传力度不足。其次，针对存在的问题，对中国人寿永登县支公司内部管理层、营销人员及顾客进行的访谈，总结出健康险营销策略存在问题的原因主要是：产品种类单一、价格无竞争优势、营销渠道狭窄和促销宣传手段老旧等原因。第三，针对中国人寿永登县支公司的营销环境、面临的优势、劣势、机会和威胁与公司健康险的市场定位，综合运用PEST分析法、波特五力分析工具、SWOT分析法与STP分析法进行分析。最后，结合市场环境、产品市场定位及健康险营销存在的具体问题，运用4P营销理论，制定以客户需求为导向的产品推荐方案的改进措施、提供多种价格档位的产品组合设计，多元化的营销渠道、多样化的促销手段等改进措施，并对以上策略的顺利实施提出相应的组织保障和制度保障。

希望本文的研究能够帮助中国人寿永登县支公司优化健康险营销策略，对提升其整体竞争力有所帮助，对其他保险产品的营销策略改进提供借鉴。

Health insurance is an important supplement to the establishment of multi-level medical security system in China.With the development of China's economy and the significant improvement of residents' disposable income, it also provides a good economic foundation for the development of health insurance. The market and development potential of health insurance are huge which contain tremendous business opportunities. However, the sales results of health insurance in the insurance industry are not good enough.Therefore, how to improve the existing health insurance marketing strategy and explore more new markets has become a common concern of many scholars.

This paper takes China Life company Yongdeng County branch as the research object, comprehensively combs the relevant literature of health insurance. First of all, we conducted a questionnaire survey on the health insurance market situation of China Life company Yongdeng County Branch , and summarized the four major problems existing in its health insurance marketing, namely, demand mismatch, single pricing, single sales and insufficient publicity. Secondly, combined with the interviews with the internal management ,salesman and customer of China Life company Yongdeng County branch.It is concluded that the unsatisfactory health insurance marketing strategy has four major reasons: single product type, no competitive price advantage, weak marketing channels and poor promotion and publicity means. Thirdly, in view of the marketing environment, advantages, disadvantages, opportunities and threats of China Life company Yongdeng County branch, and the company's market positioning for health insurance, a comprehensive use of PEST analysis, Porter's five forces analysis tools, SWOT analysis and STP Analytical method for analysis.Finally, aiming at the marketing problems of China Life company Yongdeng County branch, using STP analysis method and 4P marketing theory, this paper formulates customer demand-oriented product improvement measures, product portfolio plan providing multiple price stalls, diversified marketing channel improvement measures and diversified promotion improvement measures, and puts forward two guarantee measures: organizational guarantee and system guarantee.

I hope this research can help China Life company Yongdeng County branch optimize the health insurance marketing strategy, improve the overall competitiveness. At the same time, it also brings empirical significance for improvement of other insurance product marketing strategy.