Research On The Subject Behavior Of Agricultural Insurance Sustainably Developing In A Safe And Sound Manner

Agricultural insurance has been always the topics for the world's insurance, the consecutive Central No.1 Documents from 2004 to 2009 regard agricultural insurance as an important aspect of financial support for agricultural development. However, the development of China's agricultural insurance experienced intermittent, stop-go, the ups and downs of business, which is unable to give farmers and insurance companies accurate expectations in the normal production, investment and business, and can not stabilize the government's financial burden. Therefore, objectively speaking, Therefore, objectively speaking, whether it is farmers, insurance companies or the government, they all wish agricultural insurance can continue to run effectively and steadily. To promote the continuing healthy development of agricultural insurance, it must analyze the behavior of the various subjects based on the requirements of continuing healthy development of agricultural insurance. Through the coordination of conflicts in the risks and interest among the various bodies, it can improve the internal and external environment which is suitable for the continuing healthy development of agricultural insurance and achieve the win-win situation.Therefore, this paper takes the main bodies of agricultural insurance (farmers, insurance companies and government) and their behavior as the research object, and studies from the perspective of the coordination of the relationship between risks and benefits in agricultural insurance, finally actively explore and select the optimal path for the continuing healthy development of agricultural insurance.At this base,with the farmers theory ,judgments and decision-making of behavioral economics, institutional change theory and market failure theory, based on the relationship of risks and benefits between the main bodies of agricultural insurance,the paper studies the content, principles , conditions and influencing factors of the continuing healthy development of agricultural insurance.Finally, it gives some corresponding suggestions.This paper has three parts. The first part, including Chapter One and Chapter Two, describes the contents, principles, conditions and impact factors for the steady growth of agricultural insurance. We argues that, in order to keep the growth of agricultural insurance, it is important to develop its potential ability for stable growing, and it is necessary to keep the balance between benefits and risks in different bodies.The second part of the paper composited of the third to the fifth chapter, which takes Fujian agricultural insurance for example and do study on the three main bodies and their behaviors of agricultural insurance. The result shows that neither farmers'purchase behavior nor insurance agents'supplying behavior or the government support for agricultural insurance, their continuous ability to development is weak, and all contributed to the poor stability on the development of sustainable agricultural insurance. Among them, the difficulty to increase revenue, low income, receive preference, and over-confident, availability bias, inadequate propaganda effect, the significant affection of previous decisions is main source of the continued weak stability of Fujian farmers'agricultural insurance purchase. In the term of agricultural insurance supply, the weak of the continuous stability lies in insufficient supply of government institution, little financial support, slow development of agriculture re-insurance, the low rate of insurance purchase, difficult operation and so on. The reasons led to the weak of continuing stability of Government's support are that the serious shortcomings in the mechanism of interests compensation, inadequate institution supply, the failure of government intervention, instable government support, and so on.Chapter Six is the third part. Through the study on the behavior of three main bodies in Fujian Agricultural Insurance since the reform and opening up, this paper get to three results. First, only the continuing healthy development of agricultural insurance can lead to effective function of agricultural insurance. Second, continuous weak stability of the three main bodies'behavior lead to the poor continuing stability of agricultural insurance development, thereby the main reason lies in the poor coordination of the main risks and benefits among the bodies of agricultural insurance. Third, in the case of increasing losses in agricultural disaster year after year, the key to steady development of agricultural insurance is to establish an effective system to coordinate risk and interest conflict of the bodies in agricultural insurance under the cooperation and support of government policies, in order to achieve the win-win situation. In this paper, the specific responses to a continuing healthy development of agricultural insurance consisted of increasing the supply of the legal system, selecting the right operating mechanism, improving the interests compensation mechanism of the agricultural insurance, complementing risk diversification system, establishing a whole coordination and monitoring mechanism of agriculture insurance, regulating the operation of agricultural insurance, and stimulating farmers'demand for agricultural insurance.Compared to the past academic research, there are three improvements. First, it innovativly put forward the connotation of the continuing healthy development in agricultural insurance. Second, it deepened the research of behavioral economics in the field of agricultural insurance. Third, combined with economic behavior theoryand decision-making theory, farmers'theory, institutional change theory and market failure theory, it simultaneously analyzed the three bodies and their behavior the agricultural insurance, and took Fujian as an example to discuss. It suggested that under the cooperation and support of government policies, the establishment of effective series of systems, the coordination of the relationship between risks and benefits among the main bodies in agricultural insurance can achieve the sustained stable development of agricultural insurance.