农村寿险消费者心理暨销售策略研究

寿险产品是一种特殊商品，消费者需求取决于保险费率的离低以及人们对风险的厌恶程度。农村寿险消费者心理与普通消费者心理不同，有其自身的特点，决定了其销售策略的特殊性。产品定位错觉、消费心理效应较高、从众心理、注重短期效应、传统文化影响较深、被动消费习惯心理与对“一对一”销售方式的心理抵制、小数法则和可得性启发法对消费判断影响较大等，是目前农村寿险消费者心理的主要表现。针对农村寿险消费者心理特点，必须拟订有针对性的销售策略，如销售人员的本土化策略；示范性销售策略；“效用化”品牌树立策略；文化偏好性销售策略；单个封闭式信息经营理念策略。

Life insurance products are a special kind of goods and demands of them depend on the level of premium rate and the extent of people＇s aversion to risks. The psychology of rural life insurance consumers differs with that of common consumers, which determines the uniqueness of life insurance sales strategy in rural areas. Misconception on product positioning, high psychological domino effect, emphasis on short-term benefit, stronger influence of traditional concepts, habitual passive consumption mentality, psychological resistance to one-on-on sales, small number principle and larger influence on consumption judgment of availability heuristics are the main manifestations of life insurance consumer psychology in rural areas. We should set up appropriate sales strategies such as indigenous sales people strategy, demonstrative sales strategy, ＂domino effect＂ branding strategy, cultural preference sales strategy and single closed information management strategy to target these mentalities.