Investigation On The Willingness Of Health Insurance For Urban And Rural Residents In Zhoukou City

Health is an important symbol of the prosperity of the nation and the prosperity of the country.It is also the common pursuit of the broad masses of the people.In the context of the "Healthy China 2030" strategy,China’s health industry chain has developed rapidly.Commercial health insurance,as the "new force" of China’s health industry,is of great significance for building a multi-level medical security system with Chinese characteristics and building a "healthy China." However,the scale of health insurance in China is still relatively small.The premium income of health insurance accounts for only about 10% of the entire industry,and the premium expenditure of commercial insurance accounts for only 2%of China’s total health expenditure.Especially in less developed small and medium-sized urban areas,the coverage of commercial health insurance is far below normal.Therefore,how to increase the insurance willingness of urban and rural residents’ health insurance in China,and then increase the depth and density of health insurance insurance is a question worthy of further study.In view of this,this article is based on the current status of China ’s health insurance development,based on the typical underdeveloped city of Zhoukou City,from the perspective of urban and rural residents ’health insurance investment willingness,and combined with relevant academic research by domestic and foreign scholars,through questionnaire surveys and empirical Methods Analyze the factors that affect the willingness of urban and rural residents to insure insurance,and propose related policies to promote the development of health insurance in Zhoukou City based on the conclusions.This article first reviews and sorts out the research on health insurance by domestic and foreign scholars,and makes a statement about its related concepts and impact mechanisms.Then based on the current status of China ’s socio-economic development and health insurance development,Zhoukou City,a small and medium-sized city in a typical underdeveloped region of China,is selected as a starting point.Based on the behavioral decision theory,potential demand and effective demand theory,and Maslow’s hierarchy of needs theory,Under the guidance of related research by domestic and foreign scholars,18 factors that may affect the willingness of urban and rural residents to insure health insurance are analyzed,and a questionnaire is designed and distributed in Zhoukou City.A total of 900 questionnaires were distributed in this survey,and 832 valid questionnaires were eventually recovered.Then,a descriptive analysis of the statistical results of the collected questionnaires and a binary logistic regression analysis were conducted to conclude that the residents of Zhoukou City and rural residents differed in the factors affecting the willingness to insure health insurance,affecting their different significance There are 8 factors such as monthly income,adequacy of social insurance,and herd mentality of insurance.Finally,based on the analysis and analysis of the insurance willingness of Zhoukou city and rural residents’ health insurance,the author puts forward policy suggestions for the development of Zhoukou City’s commercial health insurance: strengthen product innovation and service innovation,implement differentiated marketing strategies,multi-business linkage to develop markets,and improve Zhoukou city and countryside Residents’ medical security system,increased publicity of health insurance in Zhoukou City,and vigorously cultivated and introduced insurance professionals.