Marketing Strategies Of Rural Property Insurance In Hunan Province Based On Consumer Behavior Research

In recent years,with the rapid development of China's economy,property insurance has maintained a high speed of development,and premium business has expanded rapidly,covering a wider range.But at present,property insurance has become saturated in the city market.In order to perfect the property insurance market system,it is particularly important to open up the rural market.And the rural property insurance is beneficial to improve the ability of disaster prevention and prevention in rural areas and the reconstruction ability after the disaster;it is beneficial to the continuous improvement of the rural social system and the president of the rural community.It is good for the construction of new rural areas in China.China's rural population is large and widely distributed throughout the country.They are in a weaker position both in terms of economy and mode of production.They need more protection in property insurance.But China,as the largest developing country in the world,has no perfect rural property insurance system in the current society,which provides a new topic for the study of rural property insurance.How to correctly analyze the trend of the rural property insurance market,to use effective marketing strategies to promote the development of the rural property insurance market,and to play the active role of property insurance in building a harmonious society and building a new socialist countryside,is a subject we need to discuss,which is not only the demand of the market but also the government's need.Seeking is a great opportunity for the development of property insurance industry.In this paper,the basic concept and theoretical basis of rural property insurance are expounded through consulting relevant documents,and the analysis of the rural property insurance market environment is carried out from two aspects of supply and demand.On the one hand,the supply points are made from the general situation of the development of the insurance market,the supply subject,the market occupying rate and the national fiscal policy.On the other hand,demand analysis is made from the main body of demand and main factors,and then further analysis is conducted by using consumer behavior questionnaire.In this paper,three representative agricultural towns in Hunan province were selected to do questionnaire survey,and through the analysis of rural residents'awareness of property insurance,attitude,influencing factors of purchase demand,product intention,purchase behavior and service demand,the marketing promotion of rural property insurance in Hunan province was found out.Not enough,the residents'recognition of property insurance is low,the pricing is not reasonable,the compensation service is not in place,the supply of insurance products is insufficient,the insurance service and the insurance demand are not matched,and the purchase channel of the rural residents is single.According to the 4Ps theory in marketing,this paper puts forward the following countermeasures and suggestions from 4 aspects:price,channel,product and promotion:strengthen the promotion of marketing,make reasonable price,perfect the claim service,increase the supply of insurance products,balance the insurance service and the demand of the residents,widen the rural residents Purchase channels.It is hoped that this study will provide some reference for the development of rural property insurance in Hunan to a certain extent.