新冠疫情背景下上海市商业健康保险需求影响因素研究

【作者】 韩冰；

【导师】 何建民；

【作者基本信息】 上海财经大学 ， 市场营销学， 2024， 硕士

【摘要】 商业健康保险是社会保障体系中的一部分,承担着补充社会基础医疗保险的角色,在我国医疗保障体系中发挥着重要作用。伴随着人口老龄化的不断加深,居民对医疗健康的保障需求也在增加,商业健康保险顺势而为,不断创新保险产品和健康增值服务,以满足居民的实际生活需求。然而2020年暴发的新冠疫情使我国各行业的发展均发生了明显变化,在新冠疫情背景下,居民对商业健康保险的需求会呈现怎样的变化,以及何种因素会对需求产生影响是一个值得探究的课题。本文主要分为5个部分即五章,采用文献研究法、访谈法和实证分析法进行定性和定量的研究。第一章对研究背景和研究意义进行介绍,确定本课题的内容以及采取的研究方法。第二章对商业健康保险的相关概念、理论基础进行介绍,对商业健康保险有效需求理论和马斯洛需求层次理论基础进行学习,对国内外学者有关重大公共卫生事件影响下的商业健康保险需求的相关研究加以汇总,为后续研究奠定了基础。第三章介绍新冠疫情的发展现状,对新冠疫情背景下上海市商业健康保险的发展状况和需求现状进行分析,并通过相关文献的阅读对商业健康保险的需求影响因素进行整理,本文聚焦对新冠疫情背景下商业健康保险需求影响因素进行研究,因此对文献整理出来的全部需求影响因素进行逐一分析,阐述该因素是否适用于本文的研究,并针对适用于本文研究的需求影响因素提出假设。第四章首先使用访谈法对所提出的假设进行定性分析,然后针对第三部分的假设进行变量选取、构建分析模型,最后通过实证分析这种定量分析的方法对所提出的假设进行验证。第五章整理前文的成果并基于此给出对应的对策,同时对未来研究进行了展望。本文通过研究发现:在新冠疫情背景下,上海市消费者工资水平、消费者保险意识、社会医疗保险覆盖水平、社会医疗保健成本水平均正向影响上海市商业健康保险需求,人均可支配收入增幅和地区生产总值增速负向影响上海市商业健康保险保费的需求。但只有个体因素中的消费者工资水平和社会因素中的社会医疗保健成本水平能够通过新冠疫情来进一步增强消费者对上海市商业健康保险需求的影响。根据分析结果从保险公司方面提出了下列建议:第一在商业健康保险产品中增加健康服务属性,第二是随着消费者行为发生转变,商业健康保险的经营模式需要进一步提升和创新,第三是在尝试经营模式创新的同时,需要更加注重商业健康保险的风险管理能力,第四是积极参与到大健康产业链中,构建“大健康”生态闭环服务体系。从政府方面提出了下列建议:第一医保商保互联互通,持续构建“健康体”、“慢病体”和“带病体”的多客群保障体系,第二持续完善规范互联网诊疗市场,第三以“政府指导、市场运作”的惠民保为例,充分发挥商业健康保险市场主体的作用来支持商业健康保险的发展,第四持续提升社会医疗保险覆盖水平。从消费者方面提出了下列建议:第一改善保险观念,增强保险意识,第二提高居民收入。本文通过研究,一方面希望可以改善上海市商业健康保险市场,使之得到健康和持续地发展,另一方面可以为我国其他地区的商业健康保险发展提供借鉴。更多还原

【Abstract】 Commercial health insurance is a vital component of the social security system,serving to supplement basic social medical insurance and playing a significant role in China’s healthcare system.Accompanied by the deepening aging of the population and the increase in residents’basic needs for medical care and health,commercial health insurance follows the trend and continues to innovate insurance products and health value-added services to meet residents’actual life needs.However,the outbreak of the COVID-19 pandemic in 2020 has brought about significant changes across various sectors in China.Understanding how the demand for commercial health insurance evolves on the background of the COVID-19 pandemic and identifying the factors influencing this demand is a worthy research endeavor.This paper is mainly divided into five parts or five chapters,using literature research method,interview method and empirical analysis method to conduct qualitative and quantitative research.Chapter 1 serves as an introduction,presenting the research background,significance,and the chosen methodology.It defines the scope of the study and outlines the research methods adopted.Chapter 2 introduces the relevant concepts and theoretical foundations of commercial health insurance.It explores theories related to effective demand for commercial health insurance and delves into Maslow’s hierarchy of needs.Additionally,it compiles existing research conducted by both domestic and international scholars on the impact of significant public health events on the demand for commercial health insurance,thereby providing a foundational basis for subsequent research.Chapter 3 provides an analysis of the current status of the COVID-19 pandemic and evaluates the state of commercial health insurance in Shanghai within this context.Through a comprehensive review of pertinent literature,it identifies the factors influencing the demand for commercial health insurance during the COVID-19 pandemic.This chapter primarily focuses on examining these factors and formulating hypotheses based on their relevance to the study.Chapter 4 initiates with a qualitative analysis employing interviews to assess the proposed hypotheses.Subsequently,it selects variables,constructs analytical models,and empirically verifies these hypotheses,all within the context of the findings presented in Chapter 3.Chapter 5 consolidates the findings from the previous chapters and provides corresponding strategies.Furthermore,it offers insights into potential future research directions.Through the research,this paper finds that:in the context of the COVID-19pandemic,the level of consumer wages,consumer insurance awareness,the level of social health insurance coverage,and the level of social health care costs in Shanghai positively affect the demand for commercial health insurance in Shanghai,and that the increase in per capita disposable income and the growth rate of regional gross domestic product(GDP)negatively affect the demand for commercial health insurance premiums in Shanghai.However,only the level of consumer wages in the individual factor and the level of social healthcare costs in the social factor can further enhance the influence of consumers on the demand for commercial health insurance in Shanghai through the new crown epidemic.Based on the results of the analysis,the following recommendations are made from the insurance companies’side:first,to increase health service attributes to commercial health insurance products;second,with the change of consumer behavior,the business model of commercial health insurance needs to be further improved and innovated;third,while trying to innovate the business model,it is necessary to pay more attention to the risk management capability of commercial health insurance;fourth,actively participate in the big health industry chain and build a"big health"industry chain.The fourth is to actively participate in the big health industry chain and build a"big health"ecological closed-loop service system.The following recommendations are made from the government’s side:firstly,interconnection of medical insurance and commercial insurance,continuous construction of a"multi-client protection system of"healthy condition","chronic condition"and"disease-carrying condition",the second is to continuously improve and standardize the Internet-based diagnosis and treatment market,the third is to take the"government-guided,market-operated"Huimin Insurance as an example,and give full play to the role of the commercial health insurance market to support the development of commercial health insurance,and the fourth is to continuously improve the level of social health insurance coverage.The following recommendations are made from the consumers’side:first,to improve the concept of insurance and raise the awareness of insurance,and second,to improve the income of residents.Through the study,this paper hopes to improve the commercial health insurance market in Shanghai to make it develop in a healthy and sustainable way,and on the other hand,it can provide a reference for the development of commercial health insurance in other regions of China.更多还原