基于CHINA-VALS模型的中国寿险市场细分研究

Study on the Segmentation of Chinese Insurance Market Based on CHINA-VALS Model

借鉴本土化的CHINA-VALS模型对寿险市场进行细分,通过对调研数据进行因子、聚类、判别及对应分析,在经济理财意识、饮食健康意识、广告意识、时尚新潮意识、个性成就意识、新生活意识、不稳定性意识、媒介意识和家庭意识9个指标的基础之上,结合消费者的个人背景,将中国寿险消费者划分为6个群类,分别是稳健传统型、现实生活型、积极前卫型、求进务实型、经济生活型和时尚进取型,并针对每个群类提供了相应的营销建议。

Chinese life-insurance customers are divided into 6 groups including moderate-traditional type,realistic-living type,actively-avant-garde type,aspirant-practical type,economic-living type and fashionable-aggressive type based on the 9 indexes including economic and financial awareness,diet and health awareness,advertisement awareness,fashion awareness,personality and success awareness,new life awareness,instability awareness,medium awareness,family awareness and some background factors.At last,this paper gives some advice for the marketing of life insurance.