金融学院知识库

近年来，随着居民收入的不断提高，社会消费结构逐渐改变，人们更加注重健康和安全的生活方式，对健康有了更高的要求，现有的社会医疗保障体系已经不能满足居民多样化的需要。自百万医疗保险问世以来，凭借“低保费，高保额”的优势在健康险市场迅速扩张，推动了健康险的发展。百万医疗保险在发展的过程中，其问题也逐渐显露，用户渗透率低限制了百万医疗保险的进一步发展，兰州金城惠医保的出现也挤占了兰州市百万医疗保险的市场空间。因此分析兰州市居民的百万医疗保险参保意愿及影响因素有着重要的现实意义。

正文以兰州市居民为调查对象，采用问卷的方法从被调查居民的个人基本信息、商业健康险投保经历、保险观念及认知情况、百万医疗险的满意度四个方面对兰州市居民的百万医疗保险参保意愿进行分析，探索影响百万医疗保险参保意愿的因素。首先，对调查问卷的结果进行统计，了解被调查居民的基本特征；其次，对调查问卷的结果进行描述性分析，并通过二元logistic回归模型对调查结果进行实证分析，明确影响百万医疗保险参保意愿的显著性因素。模型显示家庭年收入、商业健康险购买情况、百万医疗险认知度、免赔额、保障内容及其他服务对百万医疗保险参保意愿有着显著性的影响。最后根据研究结果，提出以下建议：加大宣传力度，提高兰州市居民的百万医疗险认知水平；把握用户需求，加强百万医疗险产品创新；促进本地经济发展，增加居民的可支配收入，增强居民购买百万医疗险的经济能力；拓宽线下市场，提高销售人员专业素养，在销售和理赔方面提升消费者满意度；实现行业间信息共享，在百万医疗保险配套服务方面加以完善。

In recent years, with the continuous increase of residents' income and the gradual change of the social consumption structure, people pay more attention to healthy and safe lifestyles, and have higher requirements for health. The existing social medical security system can no longer meet the diverse needs of residents. need. Since the advent of the million-dollar medical insurance, it has rapidly expanded in the health insurance market by virtue of the advantages of "low premium and high insurance amount", which has promoted the development of health insurance. In the process of development of the million-dollar medical insurance, its problems have gradually emerged. The low user penetration rate limits the further development of the million-dollar medical insurance. The emergence of Lanzhou Jinchenghui Medical Insurance has also squeezed the market space of Lanzhou's million-dollar medical insurance. Therefore, it is of great practical significance to analyze the willingness of millions of Lanzhou residents to participate in medical insurance and the influencing factors.

The main text takes Lanzhou residents as the survey objects, and adopts the questionnaire method to analyze the residents' perceptions of Lanzhou residents from four aspects: personal basic information of the surveyed residents, commercial health insurance insurance experience, insurance concept and cognition, and satisfaction with millions of medical insurance. The willingness to participate in the medical insurance of millions of people is analyzed to explore the factors that affect the willingness to participate in the medical insurance of millions of people. First, make statistics on the results of the questionnaire to understand the basic characteristics of the surveyed residents; secondly, carry out a descriptive analysis of the results of the questionnaire, and carry out an empirical analysis on the results of the survey through a binary logistic regression model, which clearly affects the medical insurance of millions of people. Significant factors of willingness to enroll. The model shows that household annual income, purchase of commercial health insurance, awareness of millions of medical insurance, deductibles, coverage and other services have a significant impact on the willingness to participate in millions of medical insurance. Finally, according to the research results, the following suggestions are put forward: increase publicity efforts to improve the awareness level of Lanzhou residents on the million-dollar medical insurance; grasp the needs of users and strengthen the innovation of millions of medical insurance products; promote local economic development and increase residents' disposable income , enhance the economic ability of residents to purchase millions of medical insurance; expand the offline market, improve the professional quality of sales personnel, and improve consumer satisfaction in sales and claims; realize information sharing between industries, and improve supporting services for millions of medical insurance .