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保险产品本身的特殊性和复杂性以及消费者自身的心理因素,使得消费者在保险价格认识中仅具有有限理性。有限理性的价格认识使消费者在保险消费决策中难以做出主动购买的决策,并容易盲目购买低价产品,使市场总保险需求的价格敏感度较低,并使价格在财产保险消费中的作用大于在人身保险中的作用。保险企业应该有针对性地采取价格策略和相应的营销支持,使消费者对价格的认识成为促进保险产品销售的手段而不是障碍。
The particularity and complexity of the insurance product itself and the psychological factors of the consumers themselves make the consumers have only limited rationality in understanding the insurance price. Bounded rational price understanding makes it difficult for consumers to make proactive purchasing decisions in insurance consumer decisions and to blindly buy low priced products so that the overall market demand for insurance is less price sensitive and the price in property insurance consumption Role than in life insurance role. Insurance companies should be targeted to take the price strategy and marketing support accordingly, so that consumers understand the price of insurance products to promote the promotion of a means rather than an obstacle.