Rural traditional insurance marketing

First of all, due to the unbalanced development between urban and rural areas, rural insurance awareness is not strong. Compared with cities, farmers have not got rid of the traditional concept of "raising children to prevent old age and relying on the weather to eat". Savings is still the main way for farmers to manage their finances. In the case of insufficient ability to pay, the insurance coverage rate in rural areas is much lower than that in cities. In addition, some objective factors such as relatively closed environment, scattered living environment of farmers and poor communication have also hindered the development of rural life insurance to some extent.

Second, subject to the lagging market foundation of discipline construction, the innovation of micro-insurance products is insufficient. At present, the rural small personal insurance in Suihua City is still in the initial stage of development, and the rate determination, insurance liability division and corresponding claims service of insurance products can not meet the market demand, especially the corresponding small insurance products can not be provided according to the credit rating and demand level of rural residents. At the same time, the construction of rural insurance outlets is relatively weak, the business model and service network of insurance companies have not fully penetrated into rural low-income groups, and farmers have failed to purchase insurance products and receive insurance services conveniently and quickly.

Third, the cost is high and it is difficult to achieve profitability. At present, the cost of insurance companies that carry out micro-insurance pilot projects is relatively high. From the point of view of average piece cost, the service cost of a policy with an insurance amount of 1 1,000 yuan is basically the same as that of a policy with an insurance amount of 1 1,000,000 yuan. The maximum premium of rural small personal insurance introduced in the pilot project does not exceed that of 200 yuan, mostly in the tens of yuan. The cost allocated to each yuan of premium is relatively high, so it is difficult to make a profit. Secondly, it is difficult to reasonably price small life insurance. Although both small life insurance and ordinary life insurance products are priced by actuaries according to the life table, the sales of small life insurance are usually in relatively backward rural markets, and there is often a lack of sufficient empirical data for pricing.

Secondly, we should strengthen the construction of marketing channels and continue to strengthen cooperation with rural grassroots financial institutions. In rural areas, it is especially necessary to strengthen cooperation with rural grassroots financial institutions such as Postal Savings Bank and rural credit cooperatives, develop potential customer base, and actively seek cooperation with local governments. It is suggested that grass-roots village committees organize and mobilize low-income villagers to join the micro-life insurance plan in the form of "whole village insurance" to reduce the transaction cost and operating cost of micro-insurance and promote the rapid development of micro-insurance. In addition, we should also explore the establishment of direct sales channels for micro-insurance. Learn from India's rural micro-insurance salesman model, actively explore the micro-insurance direct sales model, train and use rural salesmen who are familiar with the local environment to complete the sales of micro-insurance products, and realize channel construction at a lower sales cost.

Finally, strengthen product development and innovation. One of the prerequisites for improving the supply and sustainable development of rural small personal insurance is to design reasonable small personal insurance products. The development of rural micro-life insurance products should comprehensively consider the economic level, regional cultural characteristics, farmers' demand for security, traditional cultural concepts and values in different rural areas, and adopt differentiated methods to develop targeted and adaptable micro-life insurance products to avoid the "one size fits all" model. Rural small life insurance is a special business for low-income groups, which determines that the demand price elasticity of this product is high and customers are very sensitive to the price of the product. Any slight price change will affect customers' willingness to spend and purchase decisions. Therefore, in product design, insurance companies should focus on risk-based products according to the division of local income levels and develop more micro-insurance products suitable for the needs of low-income people.

Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.