Demand Perspective Of Rural Social Endowment Insurance

China is a big country, and also the world's most populous country in the elderly. The fifth census in 2000 showed that the elderly population over the age of 60, accounting for 65.83% in rural areas, the population over the age of 65, accounting for 67.38% in rural areas. It can be seen that in rural areas of China the next 30 years, the most serious part is aging and should therefore be concerned about the old-age security result from the aging rural population. In recent years, with the industrialization and urbanization process accelerated, family security and land security function greatly weakened and could no longer meet the growing rural demand for old-age security, this situation of rural social endowment insurance system for the establishment and development of the creation of a space. However, due to diverse requirements of the main content and a wide range of needs in reality, rural social endowment insurance is being in the face of new situation, a system of innovation and highlighted a serious shortage of reserves. Therefore, from the demand perspective of study, the rural social old-age insurance will help us to compare the micro-perspective of the practical needs and the current macro-control system design of farmers, and in order to find a breakthrough in resolving contradictions.Combing through the literature and research, we found that the specific needs from the perspective of rural social old-age insurance articles, and most of the article are talking, in general, rural old-age insurance problems and responses, do not have specific and guiding significance. This paper looks at how the government supply from a realistic need perspective, and will help improve the design of the system to ensure that the social security system, targeted and effective.Appropriate policy options must rely on accurate judgments of reality. In this study, four counties and cities in Shandong Province 9 administrative villages, for example, the main factors that affect demand from the start to explore the rural social old-age insurance. A questionnaire survey found that individual characteristics, psychological preferences, income level, institutional factors influence the willingness and ability of the farmers pay the insurance and were significant, in which rural residents individual or a family's income level of the most obvious impact of the insured will. Further assume that the wishes of the survey, rural areas of the Government's efforts to demand a significant financial subsidies. We can see that the current rural social endowment insurance demand and supply of contradictions, supply can't meet the demand. Outstanding performance in (a) low insurance level; (b) poor system effectiveness; (c) policy instability; (d) small government financial support; (e) non-standardized fund operations and managements. We are from the supply point of view that "government-led tripartite financing," the path of choices and specific policy proposals: (a) to transform government functions and re-position the Government Accountability; (b) classification, sub-regions, in phases to address different needs of diverse subjects of demand; (c) supporting measures related to external support. Such a line of thought trying to alleviate the imbalance between supply and demand in the state, to achieve social Pareto optimal.