摘
要
过去二十年，在经济的快速发展和政策的大力支持下，健康险市场已成为保险
公司的核心竞争方向。近年来，健康险的营销模式不断推陈出新，银行已成为越来
越多保险公司健康险产品的重要销售平台，银行平台也已成为保险公司健康险发展
的重点投入领域。近年，ZY保险江西分公司为谋求健康险发展在合作的银行平台投
入了大量资源，然而却面临着健康险业务难增长的局面，健康险发展现状与公司战
略目标极不匹配。找到健康险产品在银行平台营销中存在的问题，结合企业自身优
势改进营销方法，对 ZY保险江西分公司提升健康险业务规模而言十分重要。
论文在分析健康险在银行平台营销现状的基础上，基于 4PS理论，先分析了 ZY
保险江西分公司健康险银行平台的营销环境，后以 ZY保险江西分公司合作银行平
台的营销人员为调查对象，对 ZY保险江西分公司健康险银行平台营销存在的问题
展开问卷调查。通过与银行平台代理的其他保险公司健康险的营销进行比较分析，
数据显示 ZY保险江西分公司健康险银行平台营销主要问题是产品体系落后、定价
方式简单、渠道积极性不高、促销方式不丰富等问题。论文认为 ZY保险江西分公
司应借助集团内的银行平台优势深度挖掘江西健康险市场，ZY保险江西分公司首先
应打造整体产品理念，强化产品功能、做好产品服务；其次应倾向竞争导向的价格
策略，加强产品的价格竞争力；然后应注重渠道的维护，要积极建立健康险专属激
励制度；最后应完善促销体系，联合银行平台建立形式及内容丰富的促销活动体系。
关键词：ZY保险江西公司；健康险；银行平台；营销
1
Abstract
In the past two decades, with the rapid development of economy and the strong
support of policy, the health insurance market has become the core competitive direction
of insurance companies. In recent years, the marketing model of health insurance has been
constantly introduced. Banks have becomean important sales platform for health
insurance products of more and more insurance companies, and the banking platform has
also become the key investment field of health insurance development of insurance
companies. In recent years, the Jiangxi Branch of ZY Insurance has invested a lot of
resources in the cooperative bank platform for the development of health insurance.
However, it is faced with the situation that the growth of health insurance business is
difficult, and the development status of health insurance is not compatible with the
company's strategic goal. It is very important for ZY Insurance Jiangxi Branch to find out
the problems existing in the marketing of health insurance products on the bank platform
and improve the marketing methods in combination with the company's own advantages
to increase the scale of health insurance business.
Paper based on the analysis of health insurance marketing status quo, on the basis of
the bank platform based on the 4PS theory, first analyzes the ZY health insurance Jiangxi
branch bank platform of marketing environment, after taking ZY insurance cooperative
bank Jiangxi branch platform marketers as investigation object, Jiangxi branch of ZY
insurance health insurance bank platform marketing questionnaire survey on the problems
existing. The thesis concludes that the main problems of health insurance bank platform
marketing of ZY Insurance Jiangxi Branch are backward product system, simple pricing
method, low enthusiasm of channels, and insufficient promotion methods. The thesis
holds that the Jiangxi branch of ZY Insurance should make use of the advantages of the
banking platform in the group to deeply explore the health insurance market in Jiangxi.
The Jiangxi branch of ZY Insurance should first build the overall product concept,
strengthen product functions and provide good product services. Secondly, the price
strategyof competitionorientation shouldbepreferred tostrengthen theprice
competitiveness of products. Secondly, we should pay attention to the maintenance of
channels and establish the exclusive incentive system of health insurance. Finally, we
should improve the promotion system and establish a promotional activity system with
rich forms and contents in combination with the bank platform.
Key-word: ZY insurance Jiangxi branch; Health insurance; Banking platform;
Marketing
2
目
录
摘
要.................... 1
Abstract................2
1绪论...............1
1.1研究背景............1
1.2研究意义............2
1.2.1实践意义................2
1.2.2学术价值................2
1.2.3创新点.............3
1.3研究内容和方法..............3
1.3.1研究内容................3
1.3.2研究方法................3
1.4结构框架............4
1.5本章小结............5
2文献综述..............6
2.1健康险及其银行平台营销概况...........6
2.1.1健康险.............6
2.1.2健康险银行平台营销概况.........7
2.2相关理论............8
2.2.1产品.................9
2.2.2价格.................10
2.2.3渠道............... 11
2.2.4促销...............12
2.3本章小结.................13
3ZY保险江西分公司健康险银行平台营销问题的研究方法.......14
3.1研究方法的选择与确认..............14
3.2ZY保险江西分公司健康险发展的内外部环境及预调查..14
3.2.1ZY保险江西分公司健康险发展的外部环境.....14
3.2.2ZY保险江西分公司健康险发展的内部环境.....16
3.2.3ZY保险江西分公司健康险银行平台营销问题的预调查......18
3.3ZY保险江西分公司健康险银行平台营销问题的问卷调查.....20
3.4本章小结.................22
4ZY保险江西分公司健康险银行平台营销问题的数据分析.......23
3