I 摘要 近年来我国经济快速发展，居民可支配收入增加，消费者的保险意识不断提 高。商业健康险作为社会基本医疗保险的补充，在我国医疗保险制度中发挥着重 要作用。医疗负担的加剧，“新医改”的深化和人口老龄化程度加深，也推动了 健康险需求的增长。但我国商业健康险尚处于发展初级阶段,保险密度和保险深 度整体水平低、产品有效供给不足等问题给商业健康险的营销带来了与机遇和挑 战。 L公司是一家中国建设银行股份有限公司控股的人寿保险公司，本文围绕 7P理论分析公司在健康险营销上面临的突出问题。文章首先采用文献法比较国 内外健康险发展的相关研究情况，为阐明本次研究意义提供依据。其次，通过外 部市场调查和内部的问卷调查，从L公司健康险营销发展现状入手，分析了公 司健康险业务在产品、促销、人力、过程四个方面存在的问题。之后运用营销理 论和分析工具，结合行业发展趋势和企业自身实际经营特点，提出优化策略，产 品策略如提供“保险+健康管理”服务、增加个人税优健康险的销售比重，促销 策略如加入“互联网+”在保险营销中的运用、加强保险宣传，人力策略如建立 底薪制度和系统化培训制度，过程策略如优化流程，有形展示策略如树立标准化 品牌形象等。力图有助于公司开拓健康险业务渠道和营销方式，提升企业盈利能 力和可持续发展力。然后，通过市场监管行业自律等多层次保障体系确保优化对 策的实施，文末浅谈我国健康险未来的发展的展望。本文的创新之处在于运用 7P等管理学方法分析企业实际存在的问题并制定对应的优化对策。希望通过本 文的研究，有助于公司制定现阶段健康险营销策略的同时，对商业健康保险业务 可持续健康发展提供有效参考。 关 键 词：保险营销；商业健康险；营销策略 论文类型：应用类 选题来源：其他 ABSTRACT III ABSTRACT In recent years, China's economy has been developing rapidly, the number of residents has increased, and consumers'awareness of insurance has been continuously raised, said disposable income, chief executive of the China Insurance Bureau. As the supplement of social basic medical insurance, commercial health insurance plays an important role in China's medical insurance system. The growth in demand for health insurance has also been driven by rising medical burdens, the deepening of the "new health care reform" and the deepening of the population ageing. However, China's commercial health insurance is still at the initial stage of development, and the problems of low insurance density and insurance depth as a whole and insufficient effective supply of products have brought opportunities and challenges to the marketing of commercial health insurance. L Company is a life insurance company controlled by China Construction Bank Co. , Ltd. . This paper focuses on the 7P theory to analyze the outstanding problems that the company faces in Health Insurance Marketing. Firstly, the article uses the literature method to compare the domestic and foreign health insurance development related research situation, in order to provide the basis for clarifying this research significance. Secondly, through the external market survey and internal questionnaire survey, starting with the status quo of Health Insurance Marketing Development of l company, this paper analyzes the problems existing in the four aspects of product, promotion, Manpower and process of health insurance business. Then, using the marketing theory and analysis tools, combining the development trend of the industry and the actual operating characteristics of the enterprise itself, the author puts forward optimization strategies, such as providing "insurance + health management" service and increasing the sales proportion of personal tax premium health insurance, promotion Strategies such as joining "Internet + " In insurance marketing, strengthening insurance publicity, manpower strategies such as establishing base salary system and systematic training system, and process strategies such as optimizing process, tangible display strategies such as establishing a standardized brand image. It is helpful for the company to develop the business channels and marketing methods of health insurance, and to improve the profitability and sustainable development of the ABSTRACT IV company. Then, through the market supervision industry self-discipline and other multi-level security system to ensure the implementation of optimization measures, the article discusses the future development of China's health insurance prospects.The innovation of this paper lies in the use of 7P and other management methods to analyze the actual problems of enterprises and formulate the corresponding optimization countermeasures. It is hoped that this study will help the company to formulate the current health insurance marketing strategy and provide effective reference for the sustainable development of commercial health insurance business. KEY WORDS: Insurance Marketing; Commercial Health Insurance; marketing strategies Dissertation type: Application Class Subject source: Other 目录 VI 目 录 第一章 绪论 ........................................................................................................ 1 第一节 研究背景与意义 ............................................................................................ 1 一、研究背景 .......................................................................................................... 1 二、研究意义 .......................................................................................................... 1 第二节 国内外研究综述 ............................................................................................ 2 一、国内研究现状 .................................................................................................. 2 二、国外研究现状 .................................................................................................. 3 三、研究述评 .......................................................................................................... 4 第三节 研究内容、方法与思路 ................................................................................ 4 一、研究内容 .......................................................................................................... 4 二、研究方法 .......................................................................................................... 5 三、研究思路 .......................................................................................................... 5 第二章 相关概念与理论 .................................................................................. 9 第一节 医疗保险相关概念 ........................................................................................ 9 一、我国主要医疗保险政策 .................................................................................. 9 二、商业健康保险概念 ........................................................................................ 10 第二节 相关理论 ...................................................................................................... 11 一、7P营销理论 .................................................................................................... 11 二、公平理论 ........................................................................................................ 12 三、STP营销理论 ................................................................................................. 12 四、定位理论 ........................................................................................................ 12 第三章 L公司健康险营销现状及调查研究 ............................................... 15 第一节 L公司概况 .................................................................................................... 15 一、L公司简介及组织框架 ................................................................................. 15 （一）L公司简介 .................................................................................................. 15 （二）L公司组织架构 .......................................................................................... 15 （三）L公司营销渠道 .......................................................................................... 16 二、L公司健康险经营现状 ....................................................