Research On The Business Model Of Internet Health Insurance

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 insurance business of some Internet insurance companies and third-party Internet insurance platforms has created an eye-catching growth rate of 100% year-on-year.With regard to health insurance,the research results 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,it will be more targeted and valuable to study the business model of industry 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 the development 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 the aspects of product design differentiation,customer coverage differentiation,channel diversification,insurance service integration,science and technology empowerment This paper analyzes the differentiated competition strategy of Zhong’an insurance from six aspects of 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.