Z人壽保險公司健康保險營銷策略研究
發(fā)布時間：2019-02-16 01:09
【摘要】：近年來，隨著我國經(jīng)濟的快速發(fā)展、醫(yī)藥費用的上漲，人口老齡化程度的加劇，，消費者對商業(yè)保險的認識增強，健康保險產(chǎn)品的市場需求日益增加。隨著國家政策對健康保險產(chǎn)業(yè)的支持，醫(yī)藥衛(wèi)生體制改革的深入，建立多層次醫(yī)療保障體系的時機已經(jīng)成熟，健康保險作為基本醫(yī)療保障的重要補充，在社會基本醫(yī)療保險難以覆蓋所有人口并滿足市場需求的形勢下，發(fā)揮著重要的保障作用。 本文以Z人壽保險公司作為具體的研究對象，通過分析我國健康保險產(chǎn)業(yè)的市場發(fā)展態(tài)勢，Z公司的健康保險營銷現(xiàn)狀及對公司健康保險業(yè)務進行SWOT分析，提出適合Z公司健康保險營銷的營銷策略，希望通過本文能為Z人壽保險公司的健康保險業(yè)務拓展市場與可持續(xù)性發(fā)展提供營銷決策參考。
[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.
【學位授予單位】：黑龍江大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3
本文編號：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.
【學位授予單位】：黑龍江大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3
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