摘要
摘要
自 2020年初新冠疫情以来，人民对健康和医疗保障的需求剧增，商业健康
险龙头公司虽然起着市场引领作用，但是由于产品单一、价格昂贵、疾病覆盖
面窄、失能险和护理险种类缺乏等问题，依然无法满足市场的需求。疫情还导
致了线下业务无法展开，传统代理人渠道受阻，无法与客户见面，而众多在出
行管制期间的需求客户选择了线上产品。传统保险公司由于营销策略不当，丧
失了竞争优势。
面对这种情况，平安保险（集团）股份有限公司（以下简称平安公司）作
为行业引领者，其商业健康险业务一度占据市场规模。但是由于旧有的产品形
态由于缺乏对新兴市场需求的探知，导致了产品老化、产品线不完善、营销渠
道老旧、产品周期过长、投诉量过高、服务质量差等问题，已经无法满足市场
需求。健康险业务转型成为平安公司的当务之急。
本文通过对平安公司商业健康险业务所处的宏观环境进行分析，找出其市
场定位，分析平安公司健康险生态链的商业模式和核心要素，对商业健康险行
业竞争情况分析，以及一些具有代表性的产品的演变和竞品的对比，在评估平
安公司健康险的市场定位后，提出了以产品、价格、渠道、促销、人员、过程
和有形展示等服务营销组合策略，以提升平安公司健康险业务市场销售业绩。
从健康险的功能性角度出发，商业健康险的改革方向应当从满足基本医疗
保障的支付手段转向高端健康管理服务方向迈进。平安公司布局医疗、药品、
保险科技的产业链生态，以自身的实力，承接政府的医保项目，推动了医疗卫
生事业的改革。利用其金融科技数据进行客户需求的精准分析，通过数据的链
接打通医、药、保三方的信息，从而节约治疗和支付成本，达到降费的目的。
健康险的转型，应当向健康管理的服务方向发展，在消费者病前应提供以预防
为主的体检、防病知识、科学运动等健康护理服务，病后可以优先获得优质的
医疗资源、预约门诊和手术治疗等服务。平安公司的健康险业务通过向健康管
理服务转型，达到提升客户满意度和客户忠诚度的目的，从而提升市场份额。
关键词：平安保险；健康保险；营销策略；服务营销；健康管理
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Abstract
Abstract
Since the outbreak of COVID-19 in early 2020, people's demand for health and
medical security has increased sharply. Although leading health insurance companies
play a leading role in the market, they still cannot meet the market demand due to
problems such as single product, high price, narrow disease coverage, and lack of
disability insurance and nursing insurance. In addition, offline business cannot be
carried out due to the epidemic, and traditional agent channels are blocked and
customers cannot meet. However, many customers who are in need during the travel
control period choose online products. Traditional insurance companies have lost
their competitive advantages due to improper marketing strategies.
Facing this situation, Ping An Insurance (Group) Co., LTD. (hereinafter referred
to as Ping An Company), as the industry leader, once occupied the market size of its
health insurance business. However, due to the lack of understanding of the demand
of emerging markets, the old product forms have resulted in aging products, imperfect
product lines, old marketing channels, too long product cycle, too many complaints,
poor service quality and other problems, which have been unable to meet the market
demand. Therefore, accelerating the business transformation of health insurance has
become an urgent matter for the development of Health insurance business of Ping
An Company.
This article through to Ping An health insurance company business macro
environment analysis, find out its market positioning, analysis of ping an health
insurance company chain business model and core elements of competition situation
analysis for health insurance industry, as well as the evolution of some representative
products and the comparison of competing goods, after the evaluation of ping an
health insurance company market positioning, In order to improve the performance of
Ping An company’s health insurance business and market sales performance, a
combination of service marketing strategies including product, price, channel,
promotion, personnel, process and visible display were proposed.
From the functional point of view of health insurance, the reform direction of
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Abstract
commercial health insurance should change from the payment means to meet the
basic medical security to high-end health management services. Ping An company
layout of medical, pharmaceutical, insurance industry chain ecology, with its own
strength, to undertake the government's medical insurance projects, promote the
reform of medical and health undertakings. The fintech data can be used for precise
analysis of customer needs, and the information of medical, pharmaceutical and
insurance can be connected through data links, so as to save treatment and payment
costs and achieve the purpose of reducing fees. In addition, the transformation of
health insurance should develop towards the service direction of health management.
Health care services such as physical examination, disease prevention knowledge and
scientific sports should be provided to consumers before they fall ill. After they fall ill,
they can have priority in obtaining high-quality medical resources, outpatient
appointments and surgical treatment and other services. By transforming the health
insurance business of Ping An Company to health management services, it achieves
the purpose of improving customer satisfaction and customer loyalty, thus achieving
market share.
Key words：Ping An Insurance Company；Health Insurance；Marketing Strategy；
Service Marketing；Health Management
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