Study On The Influential Factors Of Family Property Insurance Demand In Tianjin

Family property insurance is one of the earlier insurance business in our country, it plays animportant role in transferring property loss risk of personal and family,maintaining security andstability of people’s life. Family property insurance should become a necessary security offamily property, but the actual situation is just the opposite. After the Asian financial crisis in1996, family property insurance business of our country dropped sharply, and the marketdepressed increasingly. For our large population of family and the savings deposits of residentsincreased year by year, the potential demand of family property insurance should be great,however, the real effective demand is insufficient seriously. Family property insurance does notplay the role of itself in ensuring the safety of people’s family property.This paper has takenTianjin city as the study object, based on the research of development and status of familyproperty insurance in Tianjin, used combination of quantitative interviews and qualitativequestionnaires, focused on the theoretical analysis of the demand influence factors of familyproperty insurance in Tianjin from macroscopic and microscopic aspects, built conceptualmodel and analyze its mechanism, used the factor analysis method to explore the impact ofmacro factors and micro factors that affects the family property insurance, and verified the macrodemand influence factors and analyzed the micro demand influence factors through empiricalresearch. According the research conclusions, put forward the specific measures and policyrecommendations to promote the development of family property insurance in Tianjin from theperspective of macro and micro, to solve the insufficient effective demand of family propertyinsurance and improve the resident insurance rate of family property insurance.There are there main conclusions of this paper.First,customer satisfaction has positive anddirect effect on the insurance demand.Second,premium income and insurance requirements havepositive relationship between each other.Third, economic development level, income level, fixedassets investment and market competition four macro factors have positive direct effecton premium income; insurance awareness, sales channels, propaganda way, productinnovation and insurance personnel quality five micro factors have positive direct effecton insurance demand;five micro factors have positive direct effect on customer satisfaction.According to the research conclusion,we propose the policy recommendations of macroaspects.First, promote balanced economic growth vigorously;second, improve the income levelof residents;third strengthen the policy guidance of government;forth,improve the relevant laws and regulations.There are six policy recommendations of micro aspects.First,optimize theinsurance marketing mode;second,strengthen the insurance propaganda of knowledge;third,innovate insurance products vigorously;forth,promote the level of insurance services;fifth,improve the quality of personnel of insurance continuously; sixth, public improve the awarenessof insurance to support the development of insurance.