商业健康险营销渠道拓展研究

Research on Commercial Health Insurance Marketing Channel Expansion

我国保险业一直保持了较快的发展速度,但保险深度和密度依然与发达国家有相当大的差距,美誉度不足、营销难一直是制约业务发展的瓶颈。而商业健康保险因其条款复杂、专业性强,展业难度更大。本文对我国商业健康保险几种较成熟的营销渠道进行了比较,分析了各自的优缺点和存在的主要问题,并进一步探索拓展新的营销渠道与业务模式。

China's insurance industry has maintained a relatively fast development speed, but the depth and density of insurance still have a considerable gap with developed countries. The lack of reputation and marketing difficulties have always been the bottleneck restricting business development. Commercial health insurance is more difficult due to its complicated terms and professionalism. This paper compares several mature marketing channels of commercial health insurance in China, analyzes their advantages and disadvantages and major problems, and further explores new marketing channels and business models.