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论文编号：	2440
作者编号：	2120082117
上传时间：	2010/6/10 14:10:26
中文题目：	基于消费者认知分析的寿险产品策略研究
英文题目：	A Study on Life Insurance Product Strategy Basing on Consumer Cognition Analysis
指导老师：	李桂华
中文关键字：	人寿保险;消费者类型;二阶段聚类分析;产品策略
英文关键字：	Life Insurance;Consumer Type;Two-step Cluster Analysis;Product Strategy
中文摘要：	自1982年我国恢复寿险业以来，寿险业的发展受到社会各界的广泛关注。我国寿险业发展迅速，国民经济的发展使人们的购买力得到显著提高，加之人们保险意识的增强以及社会保障制度的改革等，中国寿险市场的潜力巨大。但是，由于我国寿险业发展历史较短，寿险市场上存在着诸多问题，如，寿险产品抄袭模仿严重、寿险市场细分不充分、过分追求风险控制而阻碍产品的创新、决策的制定缺乏科学性、缺乏精算人员和营销人员，等等，中国寿险业的发展还有待完善。 前人对寿险业的研究多集中在寿险需求的影响因素、寿险产品创新、提高服务水平、风险控制以及如何选择寿险产品等方面，本文立足于寿险产品策略研究，以寿险消费者类型划分为切入点，分析不同类型消费者的基本特征、寿险认知特征以及各类型消费者的理财特征，并在此基础上提出了寿险产品策略方面的一些建议，以期为学术研究和寿险业管理实践提供理论依据和实践指导。 本研究采用问卷调查方法，运用自编的《2009年恒安标准寿险指数调查问卷（城市版）》及其调查样本数据，使用SPSS16.0进行数据分析和处理。通过二阶段聚类分析方法，以关爱与感恩、安全财务规划、风险认知和寿险购买意向为数量变量，以家庭年收入为分类变量，将中国寿险消费者划分为具有鲜明特征的四种类型；接着，对各型消费者的基本特征进行统计性描述，用多元回归分析方法讨论了关爱与感恩、安全财务规划和风险认知对寿险购买意向的影响，并对比分析了各类型消费者的理财特征；最后，根据以上特征分析，本文在寿险产品策略等方面提出了有益的建议。
英文摘要：	Since the life insurance industry has restored in China in1982, it has received universal attention from many areas. The life insurance industry grows very fast because of the improvement of people’s purchasing ability due to the economy’s develop, enhancement of insurance and the innovation of social security. The life insurance industry’s potentiality is huge. But, there are many problems in the market, for example, they copy foreign product a lot, the segment of life insurance market is not enough, over pursuing to risk control hampers the product innovation, the determination lacks validity and there are not enough actuaries and marketing personnel, and so on. The life insurance industry needs further improvement. Much of former research focused on some aspects such as life insurance demand, product innovation, service improvement, risk control, choice of product, and so on. Because the history of life insurance in our country is not long enough, there are many problems in the market. Basing on life insurance product strategy, and taking the division of life insurance consumers as the point, this paper studies their different essential characteristics, cognition characteristics and financing characteristics, and proposes some suggestions about the life insurance product strategy, hoping to provide theory evidence and practice guide to reach and management. This research uses the survey method, the questionnaire is "2009 Hengan Standard Life insurance Index Questionnaire (Urban Version)", and the data are from the investigation samples. We use SPSS16.0 to carry on the processing of data. Through the methods of two-step cluster analysis, and employing the level of love to others and themselves, the security finance plan, the risk cognition and purchasing will as quantitative variables, the family income each year as the classified one, this paper divides the Chinese consumer to 4 groups with vivid characteristics. And then, this paper describes each group’s essential traits, discusses the influence of the level of love to others and themselves, the security finance plan and the risk cognition on their purchasing will through multi-dimensional linear regression, and analyses the finance characteristics. At the last part of this paper, we propose some beneficial suggestions about the product strategy.
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