随着中国经济迅速发展，商业健康保险作为基本医疗保障体制下的重要补 充，在国家医药卫生体制深化改革进程中发挥着越来越重要的作用。近年来， 国家对商业健康保险的支持力度不断提升，人民对健康保障的需求也不断增加， 商业健康保险迎来利好发展时机，短期健康保险基于保障和保险区间较为灵活 的特点，逐渐成为财产保险行业新的规模增长点，曾经辉煌但正处于经营困境 的GP公司亟需把握这次发展机遇，扭转困局。 本文以优化GP公司短期健康保险营销策略为研究目的，首先通过微观、 宏观和产业环境分析，介绍了GP公司短期健康保险相较于行业内其他公司还 处于初级水平的情况，虽具备一定的企业资源优势和核心竞争力，内部能力却 有待提升，短期健康保险虽然处于较好的发展环境，但将面临更激烈的竞争和 多元化的威胁；SWOT模型总结了GP公司短期健康保险营销的优势、劣势以 及面临的威胁和机遇。随后，以7Ps理论为主线，分析GP公司短期健康保险 的营销现状，找出了其产品特色不明确、定价不具优势、营销渠道单一、促销 思维陈旧、人才重视不足、配套服务不足及标准执行有偏差等七方面问题，进 而分析形成原因。然后，基于环境分析结果和研究发现的问题为企业制定了详 细的营销策略优化方案，明确了目标市场，立足国有大型保险企业的定位，运 用自身优势打造核心产品、特色产品及产品组合，并采取差异化定价策略；以 人员促销和公共宣传促销为主，提高运用促销手段的灵活性；重点发展代理人、 专业代理、兼业代理、电网销和政府重客五类渠道并采取针对性优化策略；从 人员、服务过程、形象展示三个方面持续提升服务水平。最后，为了保障营销 策略优化的顺利实施和取得成效，本文从组织运营、资源投入、风险预警三个 方面提出了保障措施建议。 本论文的研究成果既可以帮助GP公司转换短期健康保险营销思路，采取 针对性的优化措施，抓住新形势下短期健康保险发展的良好机遇，带动整体业 务发展，取得竞争优势地位，提升市场占有率及品牌影响力，又可以为同行业 其他公司提供一定的借鉴。 关键词：短期健康保险；保险公司；营销策略；保障措施 V Abstract With the rapid development of China's economy, commercial health insurance is playing an increasingly important role in the deepening reform of the national medical and health system, as an essential supplement to the basic medical security system. In recent years, the state's support for commercial health insurance has been on the rise. People's demand for health insurance is also increasing. The commercial health insurance is facing a favourable opportunity for development. GP company, which was once brilliant, but now in a difficult situation, needs to seize this opportunity to reverse the situation. The purpose of this paper is to optimize the short-term health insurance marketing strategy of GP company. Firstly, through micro environment analysis, macro environment analysis and industrial environment analysis, this paper introduces the development of short-term health insurance in GP company. According to the data, compared with other companies in the industry, GP company is still at the primary level. GP company's short-term health insurance has certain enterprise resource advantages and core competitiveness, but its inherent ability needs to be improved. It is concluded that short-term health insurance has a better development environment, however it will face more fierce competition and the threat of diversification. The conclusion based on the SWOT model has summarized the enterprise's advantages, disadvantages, threats and opportunities. Then, the marketing status of GP company in short-term health insurance analyzed through the 7Ps theory. Seven problems were found out, such as unclear product features, uncompetitive pricing, single marketing channel, outdated promotion thinking, insufficient attention to talents, inadequate supporting services and deviation in standard implementation, and after that, the paper analyzes the formation causes. Then, a detailed marketing strategy optimization plan formulated for the enterprise based on the environmental analysis and the problems. Based on the positioning of sizeable state-owned insurance enterprises, GP company needs to clarify the target VI market, use its advantages to build core products, featured products and product portfolio, and adopt a differentiated pricing strategy. GP company also needs to focus on personnel promotion and public publicity and promotion to improve the flexibility of the use of promotion means. Finally, to ensure the smooth implementation and effective implementation of the marketing strategy optimization scheme, this paper puts forward safeguard measures from the three aspects of the organizational operation, resource input and risk early warning. The research results of this paper is to help GP company convert short-term health insurance marketing constructs, take corresponding optimization measures to win the opportunity for the development of the short-term health insurance under the new situation, prompting the growth of the overall business, achieve a competitive advantage, and improve market share and brand reputation. It also provides a certain reference for other industry company. Keywords：Short-term health insurance；Insurance company；Marketing strategy；Safeguard measures VII 目 录 第一章 绪论 .............................................. 1 第一节 研究的背景及意义 ......................................... 1 一 研究的背景 ...................................................... 1 二 研究的意义 ...................................................... 2 第二节 研究的内容及方法 ......................................... 2 一 研究的内容 ...................................................... 2 二 研究的方法 ...................................................... 4 第三节 本文创新之处 ............................................. 4 第二章 GP公司短期健康保险营销环境分析 .................... 5 第一节 GP公司短期健康保险概况及微观环境分析 .................... 5 一 GP公司简介 ...................................................... 5 二 GP公司短期健康保险发展情况 ...................................... 7 三 GP公司短期健康保险企业内部资源 .................................. 8 四 GP公司短期健康保险企业内部能力 .................................. 9 五 GP公司短期健康保险核心竞争力 ................................... 10 第二节 GP公司短期健康保险宏观环境分析 ......................... 11 一 国家政策有利支持 ............................................... 11 二 经济发展带来机遇 ............................................... 12 三 社会需求趋势改变 ............................................... 13 四 技术水平参差不齐 ............................................... 14 第三节 GP公司短期健康保险产业环境分析 ......................... 14 一 保险公司的议价能力分析.......................................... 14 二 顾客的议价能力分析 ............................................. 14 三 同业公司的竞争程度分析.......................................... 15 四 新公司及新产品的威胁分析........................................ 16 VIII 五 替代险种的威胁分析 ............................................. 16 第四节 GP公司短期健康保险SWOT分析 ............................ 16 一 GP公司短期健康保险业务的内部优势 ............................... 16 二 GP公司短期健康保险业务存在的劣势 ............................... 17 三 GP公司短期健康保险业务的发展机遇 ............................... 18 四 GP公司短期健康保险业务面临的威胁 ............................... 19 第三章 GP公司短期健康保险营销现状及问题分析 ............. 20 第一节 GP公司短期健康保险营销现状 ............................. 20 一 GP公司短期健康保险产品现状 ..................................... 20 二 GP公司短期健康保险定价现状 ..................................... 21 三 GP公司短期健康保险营销渠道现状 ................................. 22 四 GP公司短期健康保险促销现状 ..................................... 24 五 GP公司短期健康保险服务现状 ..................................... 25 第二节 GP公司短期健康保险营销策略存在的问题 ................... 29 一 产品特色不明显 ................................................. 29 二 定价缺乏优势 ................................................... 29 三 营销渠道单一 ................................................... 29 四 促销思维陈旧 ................................................... 29 五 人才重视不足 .............