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伴随着经济的快速发展，人民生活水平有了显著的提升，在满足基本的需求后，更多的去关注健康生活，再加上当前人口老龄化的现状和2020年爆发的新冠疫情的影响，人们对健康险的关注度增加，进一步激发了潜在的市场需求。医疗保险在助推社会医疗体系的稳健发展上起着至关重要的作用，国家也出台了一列规范和支持健康险发展的政策，随着人们健康意识的提升，在健康险的需求上，也呈现多元化，这对保险公司来说既是机遇又存在挑战。本文正是基于上述背景，以新华人寿保险甘肃分公司为对象，针对其健康险业务营销策略展开研究。

本文首先梳理了国内外关于保险营销和健康保险营销领域的文献，了解目前总结了在健康险方面已经提出的研究成果，并分析了当前已有研究存在的不足和局限；其次对保险公司相关负责人和营销人员开展访谈调研，并和向消费者发放调查问卷进行数据分析，对新华人寿保险甘肃分公司健康险业务的营销策略现状进行了总结归纳，从中发现目前新华人寿保险甘肃分公司健康险业务营销策略存在保险产品同质化严重、定价不占优势、营销渠道单一、促销方式创新不足、组织人才建设不足、服务形象有待提升和服务管理水平不高等问题，接着通过PEST、SWOT分析法等方法分析了公司的营销环境，进而利用7Ps营销组合理论提出了健康险业务营销策略的优化建议，最后对从制度、组织和技术三方面提出了健康险业务营销策略得以有效实施的保障措施。

本文提出的研究结论在助推新华人寿保险甘肃分公司健康险业务健康发展上有着重要的现实意义，有助于公司提升市场竞争力，同时，使用的研究分析方法和提出的优化策略对同行业的其他保险公司也有参考价值。

With the rapid development of economy, people's living standard has been significantly improved. After meeting basic needs, people pay more attention to healthy life. In addition, the current situation of aging population and the impact of the COVID-19 outbreak in 2020, people's attention to health insurance has increased, which further stimulates the potential market demand Medical insurance plays a crucial role in promoting the steady development of social medical system. The state has also issued a series of policies to regulate and support the development of health insurance. With the improvement of people's health awareness, the demand for health insurance is diversified, which is both an opportunity and a challenge for insurance companies Based on the above background, this paper takes Gansu Branch of New China Life Insurance as the object to study the marketing strategy of its health insurance business.

Firstly, this paper reviews domestic and foreign literature on insurance marketing and health insurance marketing, summarizes the current research results on health insurance, and analyzes the shortcomings and limitations of existing research. Next to the relevant person in charge of insurance company and marketing personnel to carry out the interview investigation, data analysis and questionnaires to consumer, for new China life insurance branch in gansu health insurance business is summarized, the status of the marketing strategy to find the new China life insurance marketing strategy of gansu branch health insurance operations have insurance product homogeneity serious pricing is not an advantage Marketing channels for a single promotion way lack of innovation Organizational talent shortage Service image needs to be promoted and service management level is not high, and then through the PEST methods such as SWOT analysis the company's marketing environment, then 7 ps marketing mix theory, put forward the health insurance business marketing strategy optimization Suggestions, finally, from the system The organization and technology of health insurance business marketing strategy to be effective implementation of the guarantee measures.

The research conclusions put forward in this paper are of great practical significance in promoting the healthy development of health insurance business of New China Life Insurance Gansu Branch, which is helpful for the company to improve its market competitiveness. Meanwhile, the research analysis methods and optimization strategies put forward in this paper are also of reference value to other insurance companies in the same industry.