分类号 U D C
密级编 号
专业硕士学位论文
XH 保险 H 分公司健康险营销问题研究
Research on the marketing of health insurance in XH branch
学位申请人： 侯筱音
指 导 教 师 ： 吕健 副教授
合 作 老 师 ： 王国金高级经济师
专 业 领 域 ： 工商管理
学 位 类 别 ：工商管理硕士
2022 年 12 月 独创性声明
本人声明，所呈交的论文是我个人在导师指导下完成的研究工作及取得的研
究成果。据我所知，文中除了特别加以标注和致谢的地方外，不包含其他人已经
发表或撰写过的研究成果，也不包含为获得河南科技大学或其它教育机构的其他
学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已
在论文中作了明确的说明并表示了谢意。
研究生签名：
日 期： 2022 年 12 月 9 日
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文的电子文档）
研究生签名： 导师签名：
日期： 2022 年 12 月 9 日 摘要
摘要
随着我国经济的高质量发展和居民生活水平日益提升，人们的疾病防范意识
显著提高，尤其是疫情蔓延的当下，普通民众的生命安全尤为重要，健康险具有
保险保障服务，也能解除居民患病的后顾之忧，政策红利的加持下健康险产品在
各大保险公司的产品中具有重要位置。但我国保险业起步较晚，近年来业务飞速
发展，其健康险营销模式较为粗放，一定程度制约了健康险业务的专业化和规范
性。
XH 保险 H 分公司作为一家健康险业务在当地市场占比位居前列的保险公
司，其产品性价比及口碑得到业内外的好评。受市场影响和严监管政策的出台，
XH 保险 H 分公司健康险业务也在不断调整，发展逐渐遇到瓶颈，公司打造新增
长极的发展要求下，急需探索和研究适合的营销策略，推动业务进一步健康、快
速发展。
本文以 XH 保险 H 分公司健康险营销策略为研究对象，首先整理健康险及市
场营销相关概念，其次阐述 XH 保险 H 分公司健康险营销的现状，从营销产品策
略、价格策略、渠道策略及促销策略四方面着手，通过问卷调查及深度访谈分析
目前健康险营销存在的问题及产生原因，进而依托STP 理论，为 H 分公司营销策
略提出优化方案。对 XH 保险 H 分公司提升市场竞争力，助力国家提倡的“保险
姓保”政策方针有效落地，提高公司健康险业绩以及推动健康险业务的发展具有
现实指导意义，希望对其他同业公司的营销策略有借鉴意义。
关键词：健康险；STP 分析；4P 营销理论；营销策略
论文类型：应用类
选题来源：其他
I 河南科技大学硕士学位论文
ABSTRACT
With the high-quality development of China;s economy and the increasing
improvement of residents; living standards, people;s awareness of disease prevention
has improved significantly. Especially in the current epidemic situation, the life safety
of ordinary people is particularly important. Health insurance has insurance protection
services, which can also relieve residents; worries about illness. With the support of
policy dividends, health insurance products play an important role in the products of
major insurance companies. However, the insurance industry in China started late, and
its business has developed rapidly in recent years. Its health insurance marketing
model is relatively extensive, which has restricted the specialization and
standardization of health insurance business to a certain extent.
As an insurance company with a leading proportion of health insurance business
in the local market, XH Insurance H Branch has won praise both inside and outside the
industry for its cost-effective products and reputation. Influenced by the market and
the introduction of strict regulatory policies, the health insurance business of H Branch
of XH Insurance is also constantly adjusting, and its development is gradually
encountering bottlenecks. Under the development requirements of creating a new
growth pole, the company urgently needs to explore and study appropriate marketing
strategies to promote the further healthy and rapid development of its business.
This paper takes the health insurance marketing strategy of H Branch of XH
Insurance as the research object. First, it sorts out the concepts related to health
insurance and marketing, and then expounds the current situation of health insurance
marketing of H Branch of XH Insurance. Starting from four aspects of marketing
channel strategy, product strategy, pricing strategy and promotion strategy, it analyzes
the existing problems and causes of health insurance marketing through questionnaires
and in-depth interviews, and then relies on STP theory, Put forward optimization plan
for the marketing strategy of Branch H. It is of practical significance for H Branch of
XH Insurance to improve its market competitiveness, help the effective
implementation of the policy of "insurance family insurance" advocated by the state,
II ABSTRACT
improve the company;s health insurance performance and promote the development of
health insurance business, and hope it can be used for reference for the marketing
strategies of other peer companies.
KEY WORDS:Health insurance;STP analysis;4P Marketing Theory; Marketing
strategy
Dissertation Type: Application class
Subject Source: Other
III