Factors Analysis On The Demand Of Rural Commercial Life Insurance And Marketing Strategy Selection In Shandong Province

In1980China’s insurance industry was resumed, since then, insurance industry of China has developed quickly. The main bodies of insurance market has increased and the depth and density of insurance has increased year by year.The insurance industry has become an important part of modern financial system. The total assets of insurance company reached nearly8trillion yuan by the end of2013.Thus,the insurance industry has become an important part of China’s financial market and national economy.Now China has become the world’s fourth largest insurance market and the most important emerging insurance market.However, dual economic structure of our country at present stage has made unbalanced development between urban and rural areas, and due to this,the rural development is relatively backward city and the urban-rural gap is bigger.much less in rural social security city, the development of rural insurance is relatively lagging. In terms of social security, the rural areas can never reach the lever in cities,and the development of rural insurance is relatively lagging city.As a large agricultural country, agriculture, rural area and peasant are three big issues that will have great influence on the national economic growth and modernization.Figures in2014showed that the elderly population in shandong province has reached17million and becomes the first in the nation.The aging of the population and the accelerating arrival to an ageing society is the trend of population development in shandong province. However, the increase of elderly population will not only brings life burden to the family but also bring a series of social problems such as jobs, pensions, health care and so on to our society. Since2004, the government introduced a series of policies to promote the development of rural insurance which reflects the state and the government’s emphasis on insurance related to rural areas and also provides opportunities and favorable policy environment for insurance related to rural areas.At present, the depth and density of rural life insurance market is low contrast with the continued growth of farmers’ consumption,hence,the Rural life insurance market has huge potential.Studies on the influence factors of affecting rural commercial life insurance demand in China and the perfect sales channels have important significance on exploring the development of the rural life insurance for rural commercial life insurance market and improving the rural financial system.At the same time, as an important component of rural social security, commercial life insurance can make up the lack of social insurance and strengthen the degree of farmers’ basic life safeguard. It is of great significance for the construction of new socialist countryside as well as building a harmonious society.Domestic researches on the rural life insurance are mostly on the rural life insurance market development present situation, existing problems and the counter-measures to solve the problem of theoretical analysis and normative analysis,less the empirical analysis of the article and most of which are still stay in simple statistical analysis, rarely by data analysis of the model.Data in this paper comes from a field research of three citier in shandong province,jinan, jining,and zibo on April,2014. After this research,we received547valid questionnaires, the effective rate was91.2%.After finishing the questionnaire, we input the data into compute through the Excel sofeware.After checking, we import the data into SPSS software and analysis the present situation of the rural life insurance development through the form of charts, graphs and so on.In this paper,we choose age, occupation, number of children, care, and living area as influencing factors,using Logistic model to build influence model of rural commercial life insurance demand in our country to analyses the factors affecting rural commercial life insurance demand in China. It is concluded that age, occupation, number of children, endowment way and living area are important factors affecting rural commercial life insurance demand. According to the regression results,this paper will explore the best sales path rural commercial life insurance in our country in terms of product strategy, pricing strategy, channel strategy, promotion strategy and the power of the government policies and public relations strategy.