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
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.