税优健康险“叫好不叫卖”的深层原因及其破解策略

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英文篇名：The Deep Reasons and Solution Strategies on the Problem of “High Evaluation but Low Sales” of Tax-preferred Health Insurance 作者：吴海波 ; 陈天玉 ; 朱文芝 英文作者：Wu Haibo;Chen Tianyu;Zhu Wenzhi; 关键词：税收优惠 ; 健康保险 ; 投保条件 ; 理赔服务 ; 保障待遇 英文关键词：Tax preferences;;Health insurance;;Insurance conditions;;Claim settlement services;;Guarantee treatment 中文刊名：ZBXG 英文刊名：Journal of Insurance Professional College 机构：江西中医药大学经济与管理学院; 出版日期：2019-06-15 出版单位：保险职业学院学报 年：2019 期：v.33;No.184 语种：中文; 页：ZBXG201903014 页数：5 CN：03 ISSN：43-1434/F 分类号：70-74

摘要

与普通商业健康保险相比,税优健康险在投保条件、理赔服务、保障待遇等诸多方面均有其独特优势。作为一款原本被市场各方寄予厚望的政策性产品,该保险自2016年开展试点销售以来,却遭遇了"叫好不叫卖"的尴尬局面。究其原因,一方面,与税收优惠不足、承保对象偏窄、销售渠道受限等政策性因素密切相关;另一方面,也是保险公司面临风险过大,且购买流程过于复杂繁琐等共同作用的结果。为此,有必要通过扩大产品销售范围、拓宽产品销售渠道、提高产品品质、明确产品定位、减少购买环节、优化购买流程、加大宣传力度等方式方法,促进税优健康险实现可持续健康发展。
        Compared with general commercial health insurance,tax-based health insurance has its unique advantages in terms of insurance conditions,claims settlement services,security treatment and so on.As a policy product originally expected by all parties in the market,the insurance has been experiencing an embarrassing situation since it launched pilot sales in 2016.On the one hand,it is closely related to policy factors such as insufficient tax incentives,narrow insured objects and limited sales channels;on the other hand,it is also because of the great risks that insurance companies are facing and the complicated purchasing process.Therefore,it is necessary to promote the sustainable and healthy development of tax-based health insurance by expanding product sales scope,broadening product sales channels,improving product quality,defining product positioning,reducing purchase links,optimizing purchase process and increasing publicity.

引文

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