Z人寿保险公司健康保险营销策略研究
发布时间：2019-02-16 01:09
【摘要】：近年来，随着我国经济的快速发展、医药费用的上涨，人口老龄化程度的加剧，，消费者对商业保险的认识增强，健康保险产品的市场需求日益增加。随着国家政策对健康保险产业的支持，医药卫生体制改革的深入，建立多层次医疗保障体系的时机已经成熟，健康保险作为基本医疗保障的重要补充，在社会基本医疗保险难以覆盖所有人口并满足市场需求的形势下，发挥着重要的保障作用。 本文以Z人寿保险公司作为具体的研究对象，通过分析我国健康保险产业的市场发展态势，Z公司的健康保险营销现状及对公司健康保险业务进行SWOT分析，提出适合Z公司健康保险营销的营销策略，希望通过本文能为Z人寿保险公司的健康保险业务拓展市场与可持续性发展提供营销决策参考。
[Abstract]:In recent years, with the rapid development of China's economy, the rising of medical expenses, the aggravation of population aging, the increasing understanding of commercial insurance by consumers, the market demand of health insurance products is increasing day by day. With the support of national policies for the health insurance industry and the deepening reform of the medical and health system, the time has come to establish a multi-level medical security system. Health insurance is an important supplement to the basic medical security. Social basic medical insurance plays an important role in the situation that it is difficult to cover all population and meet the market demand. This article takes Z Life Insurance Company as the concrete research object, through the analysis our country health insurance industry market development situation, Z company's health insurance marketing present situation and carries on the SWOT analysis to the company health insurance service. This paper puts forward the marketing strategy suitable for Z company's health insurance marketing, hoping to provide the marketing decision reference for Z life insurance company's health insurance business expansion market and sustainable development through this article.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
本文编号：2423888
[Abstract]:In recent years, with the rapid development of China's economy, the rising of medical expenses, the aggravation of population aging, the increasing understanding of commercial insurance by consumers, the market demand of health insurance products is increasing day by day. With the support of national policies for the health insurance industry and the deepening reform of the medical and health system, the time has come to establish a multi-level medical security system. Health insurance is an important supplement to the basic medical security. Social basic medical insurance plays an important role in the situation that it is difficult to cover all population and meet the market demand. This article takes Z Life Insurance Company as the concrete research object, through the analysis our country health insurance industry market development situation, Z company's health insurance marketing present situation and carries on the SWOT analysis to the company health insurance service. This paper puts forward the marketing strategy suitable for Z company's health insurance marketing, hoping to provide the marketing decision reference for Z life insurance company's health insurance business expansion market and sustainable development through this article.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
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