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研究生学号：1318115131
研究生签名：_
__日期：_2022年5月28日
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日期：_2022年5月28日
摘要
近年来我国社会不断遭遇新冠疫情，虽然疫情加速了公众健康保障意识的觉醒，对于健
康险的销售有促进作用，但是由于疫情原因导致线下面对面营销受阻，营销员收入下降致使
人员流失，各传统保险公司新单规模均出现了明显的下滑和负增长；对比之下，一些互联网
保险公司、第三方互联网保险平台的健康险业务却创造了同比高达 100%的亮眼增速。
关于健康险，国内外研究成果广泛，研究内容涵盖了健康险业务市场空间、合规监管、
产品开发、渠道策略、核保理赔、消费者行为等各方面。在互联网健康险方面，研究对象主
要为营销策略等方面，而对经营模式研究相对较少。随着互联网健康险业务的提速发展，以
欧亿·体育（中国）有限公司代表性公司为案例对象进行经营模式研究会更具有针对性和价值性。
本文运用 PEST、SWOT等经典理论和分析工具，全面分析众安保险互联网健康险发展
面临的宏观和微观环境，同时从三个实务视角对我国互联网健康险的经营模式类型进行总结
归纳，探讨其经营现状和存在问题。本文以中国第一家也是规模最大的一家、同时也是健康
险占比高增速快的一家互联网保险公司——众安保险为案例对象，深入分析众安保险的互联
网健康险经营模式和发展方向、增长空间以及存在的问题和原因，从产品设计差异化、覆盖
客群细分化、渠道获客多元化、保险服务一体化、科技赋能全面化、产业链条生态化六个方
面分析众安保险差异化竞争策略。最后基于众安保险的案例样本提炼，从影响经营模式的科
技、生态、监管三个核心关键方面入手，进而提出对我国互联网健康险经营模式的优化建议，
助力互联网健康险市场规模和效益的稳健增长。
关键词：互联网，健康险，经营模式，众安保险
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Abstract
In recent years, our society has been constantly encountering the COVID-19. Although the
epidemic has accelerated the awakening of public health protection awareness and promoted the
sales of health insurance, due to the epidemic, the offline face-to-face marketing has been blocked,
the income of marketers has decreased, resulting in the loss of personnel, and the scale of new
policies of traditional insurance companies has significantly declined and negative growth; In
contrast, the health insurancebusiness of some Internet insurancecompanies and third-party
Internet insurance platforms has created an eye-catching growth rate of 100% year-on-year.
With regard to health insurance, the researchresults at home and abroad are extensive,
covering the health insurance business market space, compliance supervision, product development,
channel strategy, underwriting and claim settlement, consumer behavior and other aspects. In terms
of Internet health insurance, the research objects are mainly marketing strategies, while the research
on business model is relatively small. With the accelerated development of Internet health insurance
business, itwillbe moretargetedand valuabletostudy thebusiness modelofindustry
representative companies.
This paper uses classic theories and analysis tools such as pest and SWOT to comprehensively
analyze the macro and micro environment faced by thedevelopment of Zhongan insurance's
Internet health insurance. At the same time, it summarizes the types of business models of China's
Internet health insurance from three practical perspectives, and discusses its business status and
existing problems. This paper takes Zhongan insurance, the first and largest Internet insurance
company in China, which is also an Internet insurance company with high growth rate of health
insurance, as the case object, and deeply analyzes the business model, development direction,
growth space, existing problems and reasons of Zhongan insurance's Internet health insurance, from
theaspectsofproductdesigndifferentiation,customercoveragedifferentiation,channel
diversification, insurance service integration, science and technology empowerment This paper
analyzes thedifferentiated competitionstrategyof Zhong'an insurancefromsix aspectsof
ecological industrial chain. Finally, based on the case sample extraction of Zhong'an insurance,
starting from the three core key aspects of technology, ecology and supervision that affect the
business model, this paper puts forward suggestions on the optimization of China's Internet health
insurance business model, and helps the steady growth of the Internet health insurance market scale
and benefits.
Key words：Internet, health insurance, management model, Zhong'an insurance
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