中图分类号：F713.50密级：公开
UDC：本校编号：
工商管理硕士(MBA)学位论文
论文题目：甘肃YG 人寿保险公司健康保险产品
营销策略研究
研究生姓名：章俊学号：2718135
学校指导教师姓名：王文利职称：教授
论文提交日期：2021.10.1论文答辩日期：2021.12.11
工商管理硕士(MBA)学位论文
甘肃YG 人寿保险公司健康保险产品
营销策略研究
Study on marketing strategy of health insurance
products of YG Life Insurance Company Gansu Branch
作者姓名：章俊
研究方向：市场营销
学号：2718135
导师姓名：王文利
完成日期：2021.9.30
兰州交通大学
Lanzhou Jiaotong University
兰州交通大学工商管理硕士(MBA)学位论文
摘要
伴随新冠疫情对于我国居民生活的影响，进一步加剧国民因为健康问题而造成经济
风险的担忧。另一方面，由于我国人身险市场前期的发展模式粗犷、营销人员不专业，
由此造成我国居民对于保险，特别是健康型保险产生“投保容易，理赔难”的误解。因
此，“近年来，我国商业健康保险保费收入、保险深度和保险密度增长速度较快，但市
场份额依旧较低；各类健康险产品面临经营成本高、盈利压力大、产品形式单一、行业
竞争无序等困境”[1]。
伴随该现象的持续，我国健康险的发展也已经逐步进入2.0时代。在面对中等收入
群体基本保证人均一张健康险保单的背景下，如何打破消费者“我已经有保险”和“我
的保险够了”的固有观念，推动其购买第二张及更多的健康险，帮助客户实现自身健康
风险保额提升，进而实现有效抵御因健康问题而产生的经济风险。这是整个人身险行业
所面临的课题，更是甘肃YG 人寿保险公司在甘肃健康险市场上所面临的现状。因此，
甘肃YG 人寿要想进一步提升健康险市场份额，就必须对自身健康险销售策略的选择与
制定提出更高的要求。一方面，能够让客户在感受到健康保险有形化服务的基础上，实
现自身保险需求的进一步挖掘、锁定和满足；另一方面，通过对于客户需求锁定和满足
的同时，实现自身健康险业务平台的提升和市场份额的扩大。
通过对于甘肃YG 人寿保险公司健康险经营现状和其所处市场环境分析发现，YG
人寿保险公司所处健康险的市场机遇大于挑战。利用STP 目标市场分析工具，结合甘肃
YG 人寿保险公司现有的资源，将目标市场锁定为有“医疗+康养”需求的中老年人和有
“收入损失补偿+失能+护理”需求的中青年人。特别是为该类人群中的城市型客户群体
提供健康险产品服务是甘肃YG 人寿保险公司未来健康险业务开展的重点方向。
在准确实现目标市场锁定及市场定位后，开展以7PS 理论为框架的营销策略制定。
在产品策略方面实现产品+生态服务的扩展；在价格策略方面打破现有的定价机制，要
纳入被保险人的健康习惯、家族病史等因素，实现价格方面的因人而异；在销售渠道方
面要坚持做好代理人销售渠道的同时加大银、邮渠道的开拓；在人员策略方面不能再走
简单粗犷的代理人“人海战略”发展模式，要走高精尖路线，实现代理人、客户、产品
三者相匹配；在促销策略方面也要积极创新，开展浸入式营销，让客户对于自身的健康
险需求有更加清晰的认识，以此再配合相应的保障举措。通过帮助甘肃YG 人寿保险公
司拟定上述营销策略，提高其健康险业务核心竞争力，以满足公司健康险业务发展更加
适应市场发展的需要。
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甘肃YG 人寿保险公司健康保险产品营销策略研究
关键词：甘肃YG 人寿保险公司；健康保险产品；营销策略
论文类型：应用研究
-II -
兰州交通大学工商管理硕士(MBA)学位论文
Abstract
Along with the impact of COVID-19on the lives of Chinese residents,the public's
concern over the economic risks caused by health has intensified.On the other hand,due to
the rough development mode and unprofessional marketing in the early stage of China's life
insurance market,Chinese residents often hold the misunderstanding that "it is easy to have
themselves insured but difficult to settle claims"for insurance,especially health insurance.
Therefore,"despite the rapid growth in China's commercial health insurance premium income,
deeper insurance depth and larger insurance density in recent years,the market share remains
low;health insurance products of various kinds are challenged by high operating cost,large
profit-making pressure,lack of varieties and disorder industry competition and the like".
With the emergence of the above issues,the health insurance sector in China has also
ushered in the 2.0era of development where the middle-income groups insure themselves
against one kind of health insurance in general.It is imperative that how to enable consumers
to abandon the inherent concepts of "I already have myself insured"and "The insurance
insured is sufficient for me"and be willing to insure themselves against a second or more
kinds of health insurance so as to help them increase their own health insurance amount,and
thereby effectively resist the economic risks caused by health problems.Higher requirements
are thus put forward for the selection and formulation of health insurance sales strategy of YG
Life Insurance Company Gansu Branch.The company is required not only to provide
customers with tangible health insurance service,but also to dig deep into the insurance needs
of them and thus manage to satisfy such needs.
It is found through analysis of the status quo of health insurance operation and the
market environment of the company that the opportunities in the health insurance market for
it outweigh the challenges confronting it.With the STP target market analysis tool and
combined with the available resources of YG Life Insurance Company Gansu Branch,the
market is targeted at the middle-aged and elderly people with the needs for "medical treatment
+health care"and the disabled middle-aged and young people with the needs for "income loss
compensation +care",the urban customer groups among them in particular to whom the
focus should be given by YG Life Insurance Company Gansu Branch regarding its health
insurance business in the future.
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