摘要
毋庸置疑，相对于中国改革开放以来经济飞速发展的步伐而言，
覆盖民生大众的社会保障体系健全方面的努力可以说差强人意；薄弱
的社会保障体系，对于广大民众面临的不断攀升之教育支出和医疗保
健成本而言可谓杯水车薪，因此，购买商业保险无疑是弥补社会保险
不足的重要手段。全面二孩放开的利好政策无疑对整个保险业特别是
对儿童医疗保险业务带来巨大的客户需求，2010 年的第六次全国人
口普查数据表明我国 2.2 亿拥有 0 到 14 岁少童，约占总人口基数的
16.61%，2016 年“全面二孩”政策的落地，将使得这个基数以每年
1200 万的规模增加，养娃成本的提高和风险意识的提高势必会促进
父母加强对少儿加保力度，未来会有很多保险公司加大对教育保险、
意外保险以及孩子健康险等险种销售

保险公司无论是产品开发还是产品销售，都应该因地制宜，掌握
不同区域、不同层次、不同人群对保险的需求情况，灵活制定保险条
款和销售策略，统一、单调的少儿保险产品及营销策略是无法在所有
地区开展的

本文以 ZGRS 为例，并以浙江省为目标市场，在搜集和参考相关
文献资料的基础上，设计潜在客户参保儿童医疗保险偏向性选择问卷
调查表，并以针对老客户和意向性投保客户的征询调查结果为依据，
采用离散选择模型中的 logit 模型和运用 SPSS20.0 分析软件对基础
数据进行分析，确定投保客户参保儿童医疗保险偏向性选择，研究其
与顾客个体特征的显著相关性和回归分析，特别是找出顾客在选择保
险商品类别过程中最为明显的影响因素，对于企业在儿童医疗保险目
标市场的选择方向上提供一些启示性的建议，以求为企业在细分市场
提高核心的竞争力和提升企业的市场回报，提供重要的参考意义。II
关键词：儿童医疗保险，偏向性选择，个体特征，精准营销
论文类型：应用/专题研究III
STUDY ON THE CUSOMER PREFERENCES FEATRES
FOR THE CHILDREN MEDICAI INSURANCE AND THE
PRECISION MARKETING STRATEGY
CASE OF ZGRB
ABSTRACT
There is no doubt that relative to the pace of China&39;s rapid economic development
since the reform and opening up,cover livelihood efforts can be said of the public
social security system is sound ones;weak social security system for the education of
the general public facing rising spending and health care costs,inadequate,therefore, to
purchase commercial insurance is an important way to make up for the lack of social
security.Full II child release of good policy undoubtedly on whole insurance
especially on children medical insurance business brings huge of customer
needs,2010 of sixth times national population census data showed that China 220
million has 0-14 age less child,about accounted for total population base of
16.61%,2016full II child policy of landing,will makes this base to annual 12 million
of scale increased,raised baby cost of improve and risk consciousness of improve will
will promote parents strengthening on children added insurance efforts,Many
insurance companies will invest more in the education of the future insurance,accident
insurance and the children&39;s health insurance and other insurance sales.Insurance
company both product development and sales,should be adapted to local
conditions,different regions,different groups,different levels of insurance
needs,flexible insurance terms and sales strategy,uniform,dull children&39;s insurance
products and marketing strategies are not be available in all areas.Paper to ZGRS for
cases,and to Zhejiang province for target market,in collected and reference related
literature information of based Shang,design potential customer parameter insurance
children medical insurance bias select questionnaire survey table,and to for first,
and two times and intentionality insured customer of consulting survey results for
according to,used discrete select model in the of logit model and using SPSS20.0
analysis software on based data for analysis,determine insured customer parameter
insurance children medical insurance bias select,Its customers significant
correlation and regression analysis of individual characteristics,in particular
identifying customers select the insurance product category is most evident in theIV
process of influencing factors for enterprises in the chosen direction of the children&39;s
health insurance market offers some suggestions in order to serve the enterprise
market segments to enhance the core competitiveness and enhance the return on the
market,providing important references.
KEY WORDS: Children&39;s Medcial Iinsurance， Cusomer Preferences Featres，
Individual Characteristics， Precision Marketing
TYPE OF DISSERTATION / THESIS:Application Research浙江工业大学硕士学位论文 ZGRS儿童医疗保险参保偏向性选择特征与精准营销策略研究
V
目 录
1 绪论.........1
1.1 研究背景.........1
1.2 研究意义.........2
1.3 研究内容与研究方法.3
1.3.1 研究内容..........3
1.3.2 研究方法..........3
2 文献综述——国内外研究现状分析.....5
2.1 发达国家商业保险参与社会医疗保险的经验与启示..........5
2.1.1 美国——典型的商业补缺型医疗保障制度..5
2.1.2 英国——典型政府向商业保险公司外包服务模式..6
2.1.3 瑞士——典型保险公司经办政府医疗保险服务模式..........7
2.2 中国医疗保险研究现状.........8
2.2.1 中国医疗保险发展简介..........8
2.2.2 中国儿童医疗保障的相对缺失........10
2.3 研究评述.......10
3 相关概念和理论基础...12
3.1 相关概念的界定.......12
3.1.1 社会保险和商业保险12
3.1.2 选择性偏差....13
3.2 相关理论基础...........14
3.2.1 商业模式........14
3.2.2 长尾效应........15
3.2.3 精准营销........15
4 ZGRS 儿童医疗保险在浙本地市场规模分析.17
4.1 ZGRS 基本情况.........17
4.1.1 ZGRS 成长与发展轨迹...........17
4.1.2 ZGRS 业务范围与相关业绩...17
4.1.3 ZGRS 服务理念与社会责任担当.......17
4.2 “全面二孩”逐步升温少儿商险凸显商机...........18
4.2.1“全面二孩”利好政策带来的潜在客户市场..........18
4.2.2 ZGRS 儿童医疗保险在浙本地市场潜在客户地理分布特征...........21
5 ZGRS 儿童医疗保险参保客户偏向性选择研究.........23浙江工业大学硕士学位论文 ZGRS儿童医疗保险参保偏向性选择特征与精准营销策略研究
VI
5.1 ZGRS 儿童医疗保险参保客户偏向性选择影响因素分析..23
5.1.1 参保客户消费心理分析........23
5.1.2 儿童医疗保险参保客户偏向性选择影响因素分析24
5.2 研究方法与研究设计...........25
5.2.1 离散选择模型及其基本思路25
5.2.2 研究设计及其调查过程.....
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