摘 要
摘要
近年来，疾病年轻化和社会老龄化问题日趋凸显，人们健康意识不断觉醒，如何有
效规避健康风险，减少个人及家庭经济负担，成为了大家关注的焦点。商业健康险作为
基本医疗保险的补充，有效分摊健康风险的重要方式之一，在我国多层次医疗保障体系
中扮演着越来越重要的角色，未来发展潜力巨大。
本文从健康险营销管理相关概念及理论入手，深入了解了 TK人寿陕西分公司的组
织架构及部门设置、渠道结构、人员职能、产品价格、促销服务、流程管理、有形展示
策略等，总结出其健康险营销管理现状，通过访谈法、归纳分析法、比较研究法等对
TK 人寿陕西分公司现有健康险营销管理存在产品同质化、宣传分散化、营销员弱约束
性、流程管理缺环节、产品展示不全面等问题进行梳理，并对诱发原因作以分析。运用
PEST、行业竞争、SWOT分析法对健康险营销内外部环境进行分析，了解 TK人寿陕西
分公司健康险营销的核心竞争力。最终基于“STP+7Ps”战略，定位目标市场，并从（1）
产品策略（长期医疗险产品改进、健康险产品外延延伸）（ 2）渠道策略（渠道整合、
渠道交叉关联）（3）价格策略（项目拆分定价、选择性让利）（4）促销策略（法人、
个人、会员体系构建）（5）流程策略（信用评价体系和失信惩戒机制、三方监督）、
（6）人员策略（自有团队建立、产学研）（7）有形展示（宣导手册、智能化应用）七
个方面为其健康险业务的深化拓展提供营销策略改进参考。
本文可能的贡献之处在于：本文归纳整理了行业、地区、公司健康险重要经营数据，
结合政策、经济、社会、技术及公司战略方向提出了营销策略改进方案，该方案的实施
一定程度上可有效提升 TK人寿陕西分公司健康险业务经营成效和服务水平，为其大健
康产业生态构建贡献力量。其次会对同行业其他经营健康险业务的人身险公司营销策略
方案设计提供一定借鉴作用。
关键词：健康险，健康产业，营销管理，营销策略
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西北大学硕士学位论文
ABSTRACT
With the increasing prominence of younger diseases and social aging problems, people's
health awareness continues to improve. How to effectively avoid health risks and reduce the
financial burden of individuals and families has become the focus of attention. Commercial
health insurance as one of the basic medical insurance, one of the way to share healthy risks,
plays an increasingly important role in China's multi-level medical security system, and has
great development potential.
This article begins with the concept and theory of health insurance marketing management,
in-depth understanding of the organizational architecture and departmental settings, channel
structure, personnel functions, Product price, promotion service, process management,
tangible display strategies, etc., and summarizes its health insurance marketing management.
Through interview method, inductive analysis method and comparative research method, the
existing health insurance marketing management were sorted out, such as product
homogenization, publicity dispersion, weak constraint of marketers, lack of process
management, and not comprehensive product display. The causes of the induction were also
analyzed. Analyzing the internal and external environment to understand the core
competitiveness of health insurance marketing of TK Life Shaanxi Branch by PEST、
industrial competition and SWOT analysis. Ultimately based on the "STP+ 7Ps" strategy,
Positioning of the target market, From (1) product strategy (long-term health insurance
product extension) (2) channel strategy (channel integration, channel cross-association) (3)
price strategy (project split pricing, selective benefit), (5) process strategy (credit evaluation
system and disciplinary mechanism, tripartite supervision), (6) personnel strategy (own team
establishment, (7) tangible display (publicity manual, intelligent application).
The possible contribution of this article: In this paper, using some industry, regional and
corporate health insurance data, policy, economy, social, technology and marketing strategy
improvement plan, which can effectively improve the operation effect and service level of TK
Life Shaanxi Branch, and contribute to the ecological construction of its large health industry.
Secondly, it will provide a certain reference role in the marketing strategy design of other
personal insurance companies engaged in health insurance business in the same industry.
Keywords: Health Insurance, Health Industry, Marketing Strategy, Marketing Management
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