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How the life insurance industry finds market opportunities through consumer research

2024-07-18 09:36:48 来源：尚普咨询浏览量：0

一、人寿保险消费者的特征和需求

人寿保险是一种以人的寿命为保险标的的保险，主要包括寿险、年金险、健康险、意外险等，其主要功能是为消费者提供风险保障、财富管理、养老规划等服务。人寿保险消费者是指购买或拥有人寿保险产品的个人或家庭，他们的特征和需求是影响人寿保险行业发展的重要因素。

根据尚普咨询的数据显示，中国人寿保险消费者的主要特征如下：

年龄结构：人寿保险消费者的年龄分布呈现出“两头轻、中间重”的特点，即20-40岁和60岁以上的消费者占比较低，而40-60岁的消费者占比较高。这与人寿保险的保障和储蓄功能有关，一方面，年轻消费者的风险意识和保险需求相对较低，另一方面，老年消费者的投保难度和成本相对较高。因此，中年消费者成为人寿保险的主力消费群体，他们往往面临着家庭和工作的双重压力，需要为自己和家人的未来做好规划和保障。

收入水平：人寿保险消费者的收入水平呈现出“中高端”倾向，即中高收入群体的消费者占比较高，而低收入群体的消费者占比较低。这与人寿保险的价格和价值有关，一方面，人寿保险的保费相对较高，需要消费者有一定的支付能力，另一方面，人寿保险的价值相对较长期，需要消费者有一定的理财意识和规划能力。因此，中高收入群体更容易认识到人寿保险的重要性和必要性，更愿意为自己和家人的未来投资保险。

教育程度：人寿保险消费者的教育程度呈现出“高学历”倾向，即高等教育水平的消费者占比较高，而低等教育水平的消费者占比较低。这与人寿保险的复杂性和专业性有关，一方面，人寿保险的产品和服务涉及到多方面的知识和技能，需要消费者有一定的学习和理解能力，另一方面，人寿保险的购买和使用过程涉及到多个环节和角色，需要消费者有一定的沟通和协调能力。因此，高等教育水平的消费者更容易掌握和运用人寿保险的相关知识和技能，更能够有效地利用人寿保险的产品和服务。

根据尚普咨询的调研显示，中国人寿保险消费者的主要需求如下：

风险保障需求：风险保障是人寿保险的核心功能，也是消费者的基本需求。风险保障需求主要包括生命保障、健康保障、意外保障等，其目的是为消费者提供在发生不幸事件时的经济补偿，减轻其经济负担，维持其生活水平。风险保障需求的强度和内容受到消费者的年龄、收入、家庭、职业等因素的影响，不同的消费者有不同的风险保障需求，因此，人寿保险产品应该具有多样性和灵活性，能够满足消费者的个性化和差异化的风险保障需求。

财富管理需求：财富管理是人寿保险的重要功能，也是消费者的进阶需求。财富管理需求主要包括财富积累、财富传承、财富保值等，其目的是为消费者提供在不同生命周期的财富规划和优化，实现其财富的增值和传承，提高其财富的安全性和效率。财富管理需求的强度和内容受到消费者的财富水平、财富目标、财富风险等因素的影响，不同的消费者有不同的财富管理需求，因此，人寿保险产品应该具有专业性和创新性，能够满足消费者的高端化和多元化的财富管理需求。

养老规划需求：养老规划是人寿保险的延伸功能，也是消费者的高级需求。养老规划需求主要包括养老金、养老服务、养老保障等，其目的是为消费者提供在退休后的生活保障和生活质量，实现其养老的安心和舒适，提高其养老的幸福感和尊严感。养老规划需求的强度和内容受到消费者的养老观念、养老方式、养老期望等因素的影响，不同的消费者有不同的养老规划需求，因此，人寿保险产品应该具有前瞻性和适应性，能够满足消费者的个性化和多样化的养老规划需求。

二、人寿保险消费者的细分和偏好

人寿保险消费者是一个非常庞大和复杂的群体，他们的特征和需求各有不同，不能一概而论。为了更好地了解和满足人寿保险消费者的需求，我们需要对他们进行细分和分析，找出他们的共同点和差异点，以及他们的偏好和行为。尚普咨询根据人寿保险消费者的风险态度、财富目标、养老期望等维度，将人寿保险消费者分为以下四种类型：

保守型：保守型消费者是指那些对风险非常敏感和厌恶的消费者，他们的主要需求是风险保障，他们的财富目标是保本，他们的养老期望是基本生活。保守型消费者通常倾向于购买传统的寿险和年金险，他们对保险的理解和信任较高，但对保险的创新和变化较低，他们更注重保险的安全性和稳定性，而不太关心保险的收益性和灵活性。

稳健型：稳健型消费者是指那些对风险有一定的承受能力和容忍度的消费者，他们的主要需求是风险保障和财富管理，他们的财富目标是保本增值，他们的养老期望是舒适生活。稳健型消费者通常倾向于购买综合的寿险和健康险，他们对保险的理解和信任较高，也对保险的创新和变化较高，他们在注重保险的安全性和稳定性的同时，也关心保险的收益性和灵活性。

进取型：进取型消费者是指那些对风险有较高的承受能力和追求度的消费者，他们的主要需求是财富管理和养老规划，他们的财富目标是增值传承，他们的养老期望是优质生活。进取型消费者通常倾向于购买创新的寿险和投资型保险，他们对保险的理解和信任较低，但对保险的创新和变化较高，他们更注重保险的收益性和灵活性，而不太关心保险的安全性和稳定性。

多元型：多元型消费者是指那些对风险有多样化的态度和需求的消费者，他们的主要需求是风险保障、财富管理和养老规划，他们的财富目标是多元化，他们的养老期望是个性化。多元型消费者通常倾向于购买多种类型的人寿保险，他们对保险的理解和信任较高，也对保险的创新和变化较高，他们在注重保险的安全性和稳定性的同时，也关心保险的收益性和灵活性，他们更愿意根据自己的情况和目标，选择适合自己的保险产品和服务。

三、人寿保险行业的市场机会和策略建议

根据人寿保险消费者的细分和偏好，我们可以发现人寿保险行业存在着多种市场机会和策略建议，具体如下：

针对保守型消费者，人寿保险行业的市场机会是提升传统产品的品质和服务，增强消费者的信任和忠诚，策略建议是优化产品的设计和定价，提高产品的性价比和保障水平，提升服务的效率和质量，增加服务的触点和渠道。

针对稳健型消费者，人寿保险行业的市场机会是拓展综合产品的种类和功能，满足消费者的多元需求，策略建议是创新产品的结构和组合，提高产品的收益性和灵活性，打造服务的体系和平台，提供服务的咨询和规划。

针对进取型消费者，人寿保险行业的市场机会是开发创新产品的市场和潜力，吸引消费者的注意和兴趣，策略建议是引入产品的差异化和个性化，提高产品的竞争力和吸引力，搭建服务的生态和社区，增加服务的互动和参与。

针对多元型消费者，人寿保险行业的市场机会是实现多种产品的融合和协同，打造消费者的全方位解决方案，策略建议是整合产品的资源和优势，提高产品的协调性和综合性，定制服务的方案和路径，提升服务的个性化和专业化。

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