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近年来,我国商业健康保险发展迅猛,商业健康保险的保费收入从1998年的25亿元增至2009年的573.98亿元,供给主体增加到89个,但整个健康保险业务的发展还面临诸多难题,在市场竞争日趋激烈的新形势下,专业健康险公司开拓市场时,在销售模式及渠道选择方面仍缺乏成功经验。本文首先阐述了我国健康险业的发展现状,然后分析了目前我国专业健康险公司的发展机遇和挑战,最后提出了我国专业健康险公司应在网点营销、直销、电子商务、电视、电话等销售模式上积极探索,从而促进我国健康险业的快速发展。
In recent years, China’s commercial health insurance is developing rapidly. The premium income of commercial health insurance increased from 2.5 billion yuan in 1998 to 57.398 billion yuan in 2009, with the number of suppliers increasing to 89. However, the health insurance business also faces many challenges In the increasingly fierce market competition in the new situation, professional health insurance companies to develop new markets, the sales model and the choice of channels is still a lack of successful experience. This article first expounds the current situation of the development of China’s health insurance industry, and then analyzes the development opportunities and challenges of the current professional health insurance companies in our country. Finally, it puts forward that the professional health insurance companies in China should sell in the outlets such as marketing, direct selling, e-commerce, television and telephone Model actively explore, so as to promote the rapid development of China’s health insurance industry.