西安寿险需求特点的调查与分析

采用相互控制随机抽样方式，对西安寿险市场进行了入户面访调查。根据问卷整理分析结果，深入研究了西安市民的寿险认知度、购买行为、购买意识、购买寿险的动机以及市场拒绝购买寿险的因素；同时，应用SPSS软件对购买动机和拒绝购买寿险的诸因素作了因子分析和相关分析。调查和分析结果显示：消费者购买寿险的最主要动机是医疗和养老，同时受政策影响比较大；拒绝购买寿险的最主要因素是经济能力和对保险公司的不信任。针对这些结果，提出了以出对策：（1）转变观念，提高经营管理水平；（2）开发新险种；（3）加大对寿险宣传；（4）尽量减少消费者对保险公司的不信任感；（5）其它的因素。

The investigation and analysis on life insurance demand feature in Xi'an market

Based on a face to face investigation and interview with life insurance market of Xi'an, according to the results after studying and analyizing the questionnaires,the following things are developed in lengths: the citizens'perception to the life insurance,the purchasing behavior,motives and consciousness, the factors influencing the refusing to purchase insurance. SPSS software is applied to carry out factors and correlation analysis,then the conclusions are drawn:the most important motives of purchasing life insurance is medical care and provision for old age, at the same time this purpose is affected greatly by the policy;the most important motives of refusing to purchase life insurance is economy capacity and inconfidence to insurance company.According to these results, some corresponding measure are offered as follows: (1) transfer the concept of marketing,improve the level of management; (2) develop new insurance products; (3) strengthen insurance propaganda; (4) reduce the untrue feeling for people to insurance company as possible as it can; (5) others.