【作者】 李俊；

【导师】 葛淳棉；

【作者基本信息】 华南理工大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 随着经济和国民保险意识的提升,以及金融制度的不断健全,作为金融三驾马车之一的保险行业,其经营环境正经历巨大的变化。推动险企深化改革,提升商业保险保障能力被列入国家“十四五”规划当中。“十四五”规划同时提出要加快推进保险数字化转型,融入数字经济、数字社会、数字政府以及数字转型的生产方式当中。在互联网+时代,网络保险进入人们的视野,互联网保险监管未能及时形成,如何利用互联网工具,将保险与新生代达成优质的链接,是YB公司在经营过程中需要思考的问题。而随着保险与科技深度融合,保险数字化变革势在必行。国内保险市场竞争日渐激烈,在上述新时代背景下,我们有必要研究YB公司的营销策略,如何在数字化变革下实现商业模式、机制、人才管理和文化方面的创新,以保证YB公司的市场领导地位同时继续扩大市场份额。本文选取YB公司为研究对象,从健康险视角出发,立足于该企业,通过文献研究法、问卷调查法、实地考察法对中国健康险市场概况,YB公司业务概况和健康险营销现状和存在的问题进行了分析。本文还运用PEST分析法对企业外部经营环境进行了详细阐述,采用SWOT分析法对企业内外部优劣势进行了分析,使用STP理论对YB公司健康险营销进行了市场细分,目标市场和市场定位。针对YB公司现阶段存在的市场细分不够充分,目标市场单一,产品创新不足,定价缺少弹性,营销渠道过于集中,促销力度不够,人员素质层次不齐,服务沟通不够完善,新媒体展示不够统一等问题,本文通过运用7Ps营销理论从产品策略、价格策略、渠道策略、促销策略、人员策略、过程策略、有形展示策略等七个方面对YB公司健康险的长期可持续发展提出了适当的营销策略优化建议,其中包括产品创新和定制化设计,主要针对重疾险的创新和定制“积木”,产品服务创新,医疗险产品线的完善,产品价格体系更具弹性的设计,利用大数据实现价格分层,低价渗透等定价差异化,多元化渠道建设包括营销员渠道的优化建设,银保渠道和团险渠道的开发,互联网渠道的建设,促销方式多样化,营销员队伍专业化建设,加强过程沟通,各平台有形展示统一等具体营销策略,为YB公司健康险业务的现存营销策略问题提供了解决方案,助力企业发展。通过研究,本文对YB公司健康险的市场发展提出了一些营销策略优化建议,对YB公司健康险发展有一定的借鉴意义,也可以供国内健康险市场发展作为参考。更多还原

【Abstract】 With the improvement of economic and national insurance awareness,as well as the continuous improvement of the financial system,the insurance industry,as one of the financial troikas,is undergoing tremendous changes in its operating environment.Deepening the reform of insurance companies and improving the ability of commercial insurance protection have been included in the national "14th Five-Year Plan",which shows the importance that the state attaches to the insurance industry.The 14 th Five-Year Plan also proposes to accelerate the digital transformation of insurance and integrate it into the digital economy,digital society,digital government and digital transformation of production methods.In the Internet + era,online insurance has entered people’s field of vision,but due to the particularity of insurance products,Internet insurance supervision has not been formed in time,and the Internet market is more chaotic,which has affected the initial confidence of the people in insurance.How to use Internet tools to achieve a high-quality link between insurance and the new generation is a problem that YB insurance needs to think about in the process of operation.With the deep integration of insurance and technology,the digital transformation of insurance is imperative.In the context of the increasingly fierce competition in the domestic insurance market,it is necessary to study YB insurance’s marketing strategy and how to achieve innovation in business model,mechanism,talent management and culture under the digital transformation to ensure YB insurance ’s market leadership and continue to expand market share.This paper selects YB as the research object,from the perspective of health insurance,based on the company,through the literature research method,questionnaire survey method,field investigation method in China’s health insurance market overview,YB company business overview and health insurance marketing status and existing problems are analyzed.This paper also uses the PEST analysis method to elaborate on the external operating environment of the enterprise,analyzes the advantages and disadvantages of the internal and external advantages and disadvantages of the enterprise using the SWOT analysis method,and uses the STP theory to subdivide the market,target market and market positioning of YB’s health insurance marketing.In view of the problems of insufficient market segmentation,single target market,insufficient product innovation,lack of flexibility in pricing,too concentrated marketing channels,insufficient promotion efforts,uneven level of personnel quality,imperfect service communication,and insufficient unified new media display,this paper adopts 7Ps marketing theory from product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy,Seven aspects of tangible display strategy put forward appropriate marketing strategy optimization suggestions for the long-term sustainable development of YB’s health insurance,including product innovation and customized design,mainly for the innovation and customization of major illness insurance "building blocks",product service innovation,improvement of medical insurance product lines,more flexible design of product price system,the use of big data to achieve price stratification,low-price penetration and other pricing differentiation,diversified channel construction including the optimization of marketer channels,the development of bancassurance channels and group insurance channels,The construction of Internet channels,the diversification of promotional methods,the professional construction of the marketer team,the strengthening of process communication,the unification of the tangible display of each platform and other specific marketing strategies provide solutions for the existing marketing strategies of YB’s health insurance business and help the development of enterprises.Through the research of this paper,some of the marketing strategy optimization suggestions put forward on the market development of YB life health insurance products which will have certain reference significance for the development of YB life health insurance,and can also be used as a reference for the development of the domestic health insurance market.更多还原