上海居民商业人寿保险消费心理初探/the Market Research and Strategy Plan for Shanghai Citizens lif

2018-10-04 21:05:43

insurance Shanghai potential 保险 needs



按照马斯洛的需求层次理论,人在不同阶段有不同需求,而生存和安全的需求是人类最基本的需求,人寿保险提供人们在经济和心理的安全和保障,它作为整个社会和家庭的稳定器,发挥着日益重要的作用。特别在21世纪的中国,保险业经过最近20多年迅猛发展,在中国经济舞台上扮演着重要角色,并随着中国加入世界贸易组织三周年,保险业迎来了进一步的全面开放和发展良机。

人寿保险消费心理与政治、经济环境息息相关,特别是随着人均收入水平增加,保险的需求也随之增加,回顾十年以来,上海居民的文化价值观的变化、人口老龄化和富裕程度的提高,推进了人们对保险的需求。但同时我们也发现,一方面保险认同率的逐日上升;另一方面,中国保险市场潜力巨大,但人们实际投保增长率却不高,保险认同率与现实投保率的存在很大反差。为了了解上海居民在保险市场上的购买行为及特征,为此特别对800多名上海居民展开了一次关于上海居民保险消费心理和保险需求的调查。

此次保险消费市场的调查,针对不同年龄、不同收入、不同性别、不同学历和工作背景的上海居民,采用定性小组座谈和定量入户调查相结合方法,对上海居民保险认知、风险意识、购买保险动机、方式、渠道及其考虑因素、各类险种的潜在需求等项目进行了调查,在此基础上整理出上海居民的商业人寿保险消费心理、行为和潜在需求市场调查报告,并通过这些数据的分析、结合市场的环境和存在问题,把握上海保险市场的消费特征,提出适应上海保险市场产品开发策略、渠道策略、服务策略和品牌策略。本研究结论,对于保险公司来说,在开发和巩固市场上具有借鉴作用,挖掘客户潜在需求,提高保险服务质量、开发和创新保险产品是未来发展之重点。



According to Maslow's Hierarchy of Needs, the public does have the different needs on the different stage of their life, while physiological and safety is the most basic need of the humanity. The life insurance, which providing the safety and security for the people both on the economic and mental aspects and regarded as the social and families’ fixing engine, is gradually bringing the greater effect. Especially for the country in its 21st century, its insurance industry has experienced over 20 years quick development and played its important role in China’s economic stage. Three years after Chinese accessing to WTO, the country’s insurance industry is stepping further toward its full-scale opening to the world and providing the great opportunities.

The consumer’s psychology is closely related to the political and economical environment and it will enhance along with the increasing of national income. Reviewing the past 10 years, the enhancement of Shanghai citizens’ culture, aging, and richness, greatly pushed their needs of insurance protection. But we find that as the acknowledgement of insurance is increasing, the actual insurance coverage doesn’t increase accordingly, showing the great gap between the public’s insurance acknowledgement and the actual insurance coverage, although it happens in the market, regarded to be with the most potential. In order to study Shanghai residents purchasing conduct and the related feature, we specifically carried out the survey, in a pool with over 800 Shanghai residents, to study the consumer’s insurance purchasing psychology and needs logic of Shanghai citizen.

This insurance market survey is targeted to the different groups by age, income, gender, education and work background, etc. Adopting the qualitative way, team discussion and the quantitative way, public research, the survey is to acquire the Shanghai residents’ insurance acknowledgement, risk control, purchase manner and preferred purchasing channels, the potential need for some specific products, etc, to work out a composite marketing report for Shanghai citizen’s insurance psychology, conduct and potential needs. Based on the data analysis, combined with the recognized potential needs and the exist problems, the survey holds the major feature of Shanghai insurance market, brings forward the product development strategy, channel strategy, service and brand strategy for Shanghai market. This marketing research will help the insurance company to develop more strategically and healthily. The seeking of the potential needs, service enhancement and product development is still the major topics for the insurance companies.