浅析保险在农村市场的营策略1浅析保险在农村市场的营销策略1.doc

广东石油化工学院本科毕业设计（论文） PAGE  PAGE 11 广东石油化工学院本科毕业设计（论文） 摘 要 我国农村保险市场需求潜力巨大，随着我国工业化、城镇化和现代化进程的发展，农村社会形态处于快速转型期，农村社会结构，农村经济结构和生产方式发生了巨大的变更。由于农村社会保障体系的保障不足和缺失，农民抗风险能力弱，从而增加了对人身意外保险，养老保险，医疗保险，农业保险的需求。但是由于农村保险消费者有其独特的特点，在开发农村保险市场进行营销的的过程中，应从农村消费者购买行为来确立保险在农村市场的营销基点。同时由于农村保险消费者有其独特的特点，在开发农村保险市场的过程中，不能照搬城市市场的营销策略，应开展新的营销策略。 关键词：农村市场；消费者行为；营销基点；营销策略 ABSTRACT The potential demand of rural insurance market of our country is huge, With the rapid development of Chinas industrialization, urbanization and modernization process, Rural society in transition, the rural social structure has undergone remendous changes, the rural economic structure and mode of production, In order to increase the personal accident insurance, endowment insurance, medical insurance, agricultural insurance demand. But as consumers of insurance in rural areas has its unique characteristics. Marketing in the development of the insurance market in the process of rural consumers purchase behavior, should be to establish the basis for the rural market in insurance marketing. At the same time as consumers of insurance in rural areas has its own characteristics, in the process of the development of insurance market in rural areas. City marketing strategy can’t be copied, should carry out the new marketing strategy. Keywords: The rural market; Consumer behavior; Marketing basis; Marketing strategy 目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc214816193 摘 要 Ⅰ  HYPERLINK \l _Toc214816194 Abstract Ⅱ  HYPERLINK \l _Toc214816195 第1章 绪 论 1  HYPERLINK \l _Toc214816200  REF _Ref417503653 \h \* MERGEFORMAT 第2章 影响消费者购买行为的因素 1 2.1 REF _Ref417586782 \h \* MERGEFORMAT 人的自身因素 HYPERLINK \l _Toc214816206  1 2.2 REF _Ref417587554 \h \* MERGEFORMAT 保险公司的因素 HYPERLINK \l _Toc214816206  2  REF _Ref417587571 \h \* MERGEFORMAT 2.2.1保险产品的设计缺陷 HYPERLINK \l _Toc214816206  2 2.2.2 REF _Ref417587584 \h \* MERGEFORMAT 业务发展不够平衡,市场监管存在盲区 HYPERLINK \l _Toc214816206  2  REF _Ref