The invention discloses an on-line insurance recommendation method and an on-line insurance recommendation system. According to a user file database, a user clinic disease database, a user clinic doctor record database, an insurance product database and the like and function controls associated with the databases, the system is used for recommending an insurance product to a patient after automatic matching of a platform based on file information, a clinic disease subject and clinic doctor record; and the premium amount and income of the recommended insurance product can be calculated on line. By the on-line insurance recommendation system, an insurance company can provide diverse and personalized insurance product service which is in accordance with user condition, the publicity and the awareness of insurance products which meet user demand are improved, and the insurance volume of the insurance product is further increased. Compared with the network sale of the insurance products, the invention has the advantages that: under the condition of fixed advertisement space size, the sale volume of the insurance product is increased, and the on-line sale of the insurance product on a network is facilitated.