山东省农村商业寿险需求影响因素分析及营销策略选择

发布时间：2018-07-15 09:25

【摘要】：自1980年恢复国内商业保险业务以来,我国保险业得到快速发展,保险市场主体不断增加,保险深度和密度逐年增长,保险业已成为现代金融体系的重要组成部分。截止2013年底,我国保险业总资产已接近80000亿元,保险业的迅速发展是其成为我国国民经济的重要部分,也使得我国金融体系进一步完善。现阶段我国的二元经济结构使得城乡发展不平衡,农村发展相对城市落后,城乡差距较大,农村在社会保障方面远不及城市,农村保险业的发展也相对滞后。而我国是农业大国,农业是国民经济的基础,实现和谐社会,农民、农业、农村问题必须得到重视。2014年数据显示,山东省老年人口数量居全国第一位,已经突破1700万。人口老龄化的加剧,老龄化社会加速到来是山东省人口发展的必然趋势,老龄人口的增加不仅给家庭带来生活负担,也会带来就业、养老、医疗等一系列的社会问题。从2004年开始,政府出台了一系列政策,推进农村保险业的发展反映了国家和政府对“三农”保险的重视程度,为“三农”保险的发展提供了机遇和良好的政策环境。目前农村寿险市场的深度和密度较低但是农民的消费能力持续增长,农村寿险市场的潜力巨大。研究影响我国农村商业寿险需求的影响因素,探索开发农村寿险的最佳销售渠道,对于开拓农村商业寿险市场,完善农村金融体系有着重要的意义。作为农村社会保险的有力补充,商业寿险可以弥补社会保险的不足,加强农民基本生活的保障程度,对于建设社会主义新农村、构建和谐社会具有重要意义。国内关于农村寿险的研究大都是对农村寿险市场发展现状、存在问题及解决问题的对策等的理论分析或规范研究,做实证分析的文章很少,而且大多停留在简单的统计分析,很少通过数据做模型分析。本文的数据来源于2014年4月对山东省济南市、济宁市、淄博市三地区农村居民的调研,共获得有效问卷547份,有效回收率为91.2%。调查问卷经过整理后,通过Excel将数据录入计算机,经过核对审查之后导入SPSS软件,通过图表、图形等形式分析农村寿险发展的现状,并选取年龄、职业、子女个数、养老方式、居住区域等因素,建立Logistic模型,分析农村商业寿险需求的影响因素,得出年龄、职业、子女个数、养老方式、居住区域是影响农村商业寿险需求的重要因素,并根据回归结果,从产品策略、定价策略、渠道策略、促销策略、政府权力策略、公共关系策略等方面探索我国农村商业寿险的最佳销售路径。
[Abstract]:Since the resumption of domestic commercial insurance business in 1980, the insurance industry in China has developed rapidly, the main body of the insurance market has been increasing, the insurance depth and density have increased year by year, the insurance industry has become an important part of the modern financial system. By the end of 2013, the total assets of China's insurance industry have reached 8 trillion yuan, and the rapid development of the insurance industry has become an important part of our national economy and made the financial system of our country further perfect. At present, the dual economic structure of our country makes the development of urban and rural areas unbalanced, the development of rural areas is relatively backward, the gap between urban and rural areas is large, the rural areas are far from the urban areas in terms of social security, and the development of rural insurance industry is also relatively lagging behind. China is a large agricultural country, agriculture is the foundation of the national economy, the realization of a harmonious society, farmers, agriculture, rural issues must be taken seriously. 2014 data show that Shandong Province ranks first in the number of elderly population, has exceeded 17 million. The aggravation of the aging population and the accelerated arrival of the aging society are the inevitable trend of the population development in Shandong Province. The increase of the aging population not only brings the family a burden of life, but also brings a series of social problems, such as employment, old-age care, medical treatment and so on. Since 2004, the government has issued a series of policies to promote the development of the rural insurance industry, which reflects the importance that the state and the government attach to the "three rural" insurance, and provides an opportunity and a good policy environment for the development of the "three rural" insurance. At present, the depth and density of the rural life insurance market is low, but the consumption power of the farmers continues to increase, the potential of the rural life insurance market is huge. It is of great significance to study the factors affecting the demand of rural commercial life insurance and to explore the best marketing channels for rural life insurance in order to open up the rural commercial life insurance market and perfect the rural financial system. As a powerful supplement of rural social insurance, commercial life insurance can make up for the deficiency of social insurance and strengthen the guarantee degree of farmers' basic life, which is of great significance for building a new socialist countryside and building a harmonious society. Most of the studies on rural life insurance in China are theoretical analysis or normative research on the development of rural life insurance market, existing problems and countermeasures to solve the problems, and few articles do empirical analysis, and most of them stay in simple statistical analysis. Model analysis is rarely done through data. The data of this paper were obtained from the investigation of rural residents in three areas of Jainan, Jining and Zibo, Shandong Province in April 2014. A total of 547 valid questionnaires were obtained, and the effective recovery rate was 91.2%. After the questionnaire is sorted out, the data is entered into the computer through Excel, and then the SPSS software is imported after checking and examination. The present situation of rural life insurance development is analyzed through charts and graphs, and the age, occupation, number of children, and the way of providing for the aged are selected. Based on the logistic model, this paper analyzes the influence factors of rural commercial life insurance demand, and draws the conclusion that age, occupation, number of children, pension style and living area are the important factors that affect the demand of rural commercial life insurance. From the aspects of product strategy, pricing strategy, channel strategy, promotion strategy, government power strategy, public relations strategy and so on, this paper explores the best sales path of China's rural commercial life insurance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.62;F274

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