| The insurance business is a special financial profession, which is operating risks. As a financial security system, the insurance business honored as social safety net and stapler has played an important role in promoting reform, safeguarding economy and benefiting people. Nowadays, our country insurance especially life insurance is at an early stage of development. How to promote it in developing healthy and fast is an important subject that is urgent to research. On the one hand, the country life insurance's market demand is big. Take endowment insurance for example, the rural population aging and the family structure miniaturization wake the function of the traditional family and land support old- age quietly. Chinese population over the age of 65 has reached 88,110,000, accounting for 6.96 percent of the total population. The no. Of the population in these rural areas is 59,380,000, accounting for 67.4 percent of the aging population. Rapid population aging of our population will become an inevitable trend, it will certainly affect our social life; bring about a series of socio-economic problems. In addition, the rising cost of country's health care, the early prepare of the children's education fare, to protect the family for a rainy day, which need the government coordination, and rely on individual and the family. The best way to risk diversification for a person and family is preparing a sufficient amount of life insurance. On the other hand, at present stage our province country life insurance effective supply is insufficient. Along with the economical development, the marketability degree's enhancement, the social competition's aggravating as well as the tradition social security system's transformation, make the country life insurance more important. However, compare to a wide variety of risks, life insurance provided by the insurance is still relatively limited, insurance companies focused on a very limited number of some risks of the insurance .As a result of profit-oriented of different ompanies, the rationale for the higher odds of the type of medical insurance, accident insurance-type small proportion are urgent need to develop. Factors that affect the countryside life insurance market's demand and the supplies are many, the premium rate and the countryside expense community controlled income are the decisive key aspect. Accounts for the year gross income according to the purchase life insurance's expense 15% for the suitable proportion, at present in the countryside life insurance market insures the product the price to be truly high. Moreover, the countryside resident's insurance awareness is not very also mature. As a result of the city and countryside variation, the region is relatively unenlightened, the countryside resident to is not very deep with the understanding degree, quite part of consumers purchasing the life insurance, because some insurance dividends is higher than bank interstates. Through our province countryside life insurance market's demand and the supplies analysis, and the peripheral villages and towns countryside life insurance service concrete condition's investigation. We discover that our province countryside life insurance market just started, waits for further develops. This also demonstrates the countryside life insurance business broad prospects for development Shandon rural life insurance industry as the future economic development trends, will embark on a more regular and rapid route. Enter the rural market is an inevitable trend, for the development of the whole Chinese life insurance industry, ahead of time to prepare strategy is the key to victory. In the face of all-round influx of foreign insurance companies, China's domestic insurance companies should rely on a better understanding situations as advantages, should seize the rural market early, as the weighting the contemporary world economic competition in the mad flow to survive and development. |
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