专业健康保险公司营销组合策略初探.PDFVIP

专业健康保险公司营销组合策略初探 季承 （瑞福德健康保险公司，上海 200050） ［摘要］2005 年～2006 年间，专业健康保险公司的成立昭示着围绕国内健康保险市场 的新一轮竞争拉开帷幕。但与传统产、寿险公司相比，专业健康保险公司在产品和服务领域、 人才储备、销售渠道和客户资源等方面都处于劣势，必须另辟蹊径。专业健康保险不仅与寿 险在营销主导思想、销售理念、目标客户群、销售重心和销售模式以及购买介入程度方面差 异巨大，甚至与传统健康保险也在产品设计思路和风险控制要求上存在着差异，这就决定了 它的营销策略绝不应该与寿险企业雷同。根据其营销特点，专业健康保险公司可以从产品、 定价、销售渠道、市场推广和服务这五个方面来改变营销策略。 ［关键词］顾客生命价值；中高收入人群；购买介入 ［中图分类号］ F840.62 ［文献标识码］ A ［文章编号］1004-3306（2007）03-0062-03 Abstract： The establishment of specialized health insurance companies during 2005 to 2006 unveiled a new round of competition in the domestic health insurance market. Specialized health insurance companies are at the disadvantage in terms of capital strength, talents, distribution channels and customer resources in comparing with traditional property and life insurance companies. Therefore, they should seek a different route of development. Comparing with life insurance, specialized health insurance is distinctly different in terms of distribution philosophy, sales concepts, target customers, sales focus, sales model and purchase intervention. It is also different with traditional health insurance in terms of product design perspective and risk control. This means that its distribution strategy should not be similar to that of life insurers. According to their own distribution characteristics, specialized health insurance companies may proceed from the following five areas, namely product, pricing, sales channels, market promotion and service, to transform their distribution strategy. Key words：customer life value; high 　 to 　 medium income group; purchase intervention 以 2002 年为分界线，国内健康保险业迎来了发展的黄金时期，总保费以平均每年 37% 的速度高速增长。2005年的健康险保费总额虽已高达312亿元，但与专家所预测的当年1 000 亿元、2010 年 3 000 亿元的市场潜力相比仍相去甚远。同时，老百姓对于商业健康保险的 接受程度也正在