Research On Purchase Willingness And Sales Improvement Of Commercial Health Insurance

With the deepening of insurance knowledge popularization,the insurance awareness of Chinese residents is improving significantly.China’s commercial health insurance premium continues to expand,with an increase of nearly 10 times since 2012.With the aging of the population further aggravating and the growth rate of the population slowing down,the ages of people who suffer from chronic diseases are becoming younger and younger.The medical burden of China’s society continues to increase.Health insurance will play an increasingly important role in reducing the national burden of disease.This paper investigates Chinese residents’ purchase intention of commercial health insurance.In macro analysis,the paper applies PEST model analysis to analyze the current situation of China’s commercial health insurance from four dimensions: policy,economy,society and technology.In the micro analysis,this paper combines the risk perception analysis theory,based on the survey data of Chinese consumers to carry out the cognitive hierarchical analysis of commercial health insurance,behavioral hierarchical analysis and insurance intention cross analysis.Through the macro and micro analysis and the study of relevant literature,this paper deeply studies the residents’ purchase intention of commercial health insurance at the cognitive and behavioral levels,and summarizes the four problems existing in the development of commercial health insurance in China.Finally,the paper puts forward four suggestions for commercial health insurance companies to improve sales and break the situation under the current economic situation from the aspects of policy support,industrial development,product segmentation and technological progress.Firstly,the role of policy guidance should be given play to.The release of potential demand should be promoted.Moreover,the policy should publicize and support commercial health insurance from the perspective of policy support,highlighting the role of industry association in guiding and regulating the overall development of commercial health insurance as well as promoting the rapid development of the industry.Linkage with front-end medical institutions and scientific research institutes in terms of products and services to improve the service level has been encouraged.Secondly,it is also suggested that we should accelerate the improvement of innovation capacity,expand the scope of products and services,continue to guide the industry to think about change through innovation,and gradually improve the structural adjustment and upgrading of commercial health insurance products.Thirdly,precise market segmentation,the avoidance of homogeneous competition,precise design and marketing launch of insurance products through risk perception segmentation can also help with accurate design and marketing of insurance products when combined with different characteristics and preferences of consumers.Fourthly,technology enables commercial health insurance.In terms of user acquisition,we can accurately mine potential customers through big data and data sharing to carry out precise marketing.In insurance sales and claims,the role of insurance intelligent center should be given full play to when dealing with simplified sales,operation,after-sales,claims and other processes.In the improvement of customer satisfaction,we provide a variety of value-added health insurance services through Internet technology.