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1、广东石油化工学院本科毕业设计（论文）摘要我国农村保险市场需求潜力巨大，随着我国工业化、城镇化和现代化进程的发展，农村社会形态处于快速转型期，农村社会结构，农村经济结构和生产方式发生了巨大的变更。由于农村社会保障体系的保障不足和缺失，农民抗风险能力弱，从而增加了对人身意外保险，养老保险，医疗保险，农业保险的需求。但是由于农村保险消费者有其独特的特点，在开发农村保险市场进行营销的的过程中，应从农村消费者购买行为来确立保险在农村市场的营销基点。同时由于农村保险消费者有其独特的特点，在开发农村保险市场的过程中，不能照搬城市市场的营销策略，应开展新的营销策略。关键词：农村市场；消费者行为；营销基
2、点；营销策略beconsistentwithinthesamedisk.Alternateunifiedcorerequirementsplacedontheterminalstripterminals,onlineidentityandensurethecoppercoreisnotexposed.6.4.6enclosurewithinthesametothecablecoreprovidesbindingintoacircle,harnesstiespacingisgenerally100mm;branchofficesshallbebindingonbothends,eachc
3、ore9广东石油化工学院本科毕业设计（论文）ABSTRACTThepotentialdemandofruralinsurancemarketofourcountryishuge,WiththerapiddevelopmentofChina'sindustrialization,urbanizationandmodernizationprocess,Ruralsocietyintransition,theruralsocialstructurehasundergoneremendouschanges,theruraleconomicstructureandmodeofproduction
4、,Inordertoincreasethepersonalaccidentinsurance,endowmentinsurance,medicalinsurance,agriculturalinsurancedemand.Butasconsumersofinsuranceinruralareashasitsuniquecharacteristics.Marketinginthedevelopmentoftheinsurancemarketintheprocessofruralconsumers'purchasebehavior,shouldbetoestablishthebasisfo
5、rtheruralmarketininsurancemarketing.Atthesametimeasconsumersofinsuranceinruralareashasitsowncharacteristics,intheprocessofthedevelopmentofinsurancemarketinruralareas.Citymarketingstrategycan’tbecopied,shouldcarryoutthenewmarketingstrategy.Keywords:Theruralmarket;Consumerbehavior;Marketingbasis;M
6、arketingstrategybeconsistentwithinthesamedisk.Alternateunifiedcorerequirementsplacedontheterminalstripterminals,onlineidentityandensurethecoppercoreisnotexposed.6.4.6enclosurewithinthesametothecablecoreprovidesbindingintoacircle,harnesstiespacingisgenerally100mm;branchofficesshallbebindingonboth
7、ends,eachcore9广东石油化工学院本科毕业设计（论文）目录摘要ⅠABSTRACTⅡ第1章绪论1第2章影响消费者购买行为的因素12.1人的自身因素12.2保险公司的因素22.2.1保险产品的设计缺陷22.2.2业务发展不够平衡,市场监管存在盲区2第3章农村市场的特点分析33.1农村的市场潜力巨大33.2农民收入水平以及支出模式的变化3第4章营销策略44.1农民保险意识44.2消费需求功能性54.3农村消费者的消费心理54.4对保险产品不
