农村商业保险一次性消费的原因和对策—基于陕西省农村商业保险的调研

Reasons and Countermeasures about One-Time Consumption of Rural Commercial Insurance—Based on the Research in Shaanxi Province

摘要: 在保险界，大部分人认为经历过保险事故的被保人会更加清楚的意识到购买保险的重要性，但是在农村商业保险里，由于保险公司服务主动性差、赔付不及时、额度不够等因素出现一个奇怪的现象，农户在经历过保险事故后反而不再购买保险即农村商业保险的一次性消费。本文以陕西地区农民为调研对象，共计254份有效调研问卷，购买过农村商业保险的农民占29%，其中不想继续购买保险的农民占到高达61%。在此基础上利用模糊综合分析法研究上述现象并分析出四大原因：保险公司的非主动性、农村商业保险的低赔付性、赔付滞后性以及易替代性，最后提出应该通过提高保险公司的主动性、针对性提高赔付额度以及创新赔付流程三大手段来促使农民持续购买农村商业保险。

Abstract: In the insurance sectors, most people think that the farmers who suffered insurance accidents will be more clearly realized the importance of buying insurance. Interestingly, as for the rural commercial insurance, because of poor insurance services, being less motivated to pay for in time and lacking of enough payments, so a strange phenomenon appears—“one-time consump-tion of rural commercial insurance”, farmers don’t want to buy rural commercial insurance after the insurance accidents rather than buy it again. Through an investigation of farmers in the Shaanxi Province, 254 effective questionnaires have been got. Those data show that 61% of farmers do not plan to buy insurance again. Based on fuzzy comprehensive evaluation method, the following four results are achieved: i) insurance companies show less initiative; ii) the pay-ments are too low to meet the farmers’ need; iii) farmers need a long time to get payments; iv) the rural commercial insurance can be easily replaced. Finally, there are three effective ways to let farmers continue their buying behavior: i) insurance company should be more active; ii) targetedly improve the amount of reparations; iii) constantly bring forth new ideas in the pro- cess of claims.