【摘要】 以产业组织理论中的SCP分析框架为基础,对陕西农村寿险市场的结构、行为和绩效进行分析。分析认为:陕西农村寿险市场发展不均衡、区域发展不均衡、标准化管理程度低、寿险产品和营销渠道单一。在此基础上借鉴农村寿险市场实践中发展的新经验,提出陕西农村寿险市场持续、快速、健康发展的新路径:探索组建"保险村"、产品量身定做、销售与服务"进村入户"、政府引导下的公司创新。更多还原

【Abstract】 This paper analyzes the structure,conduct and performance of Shaanxi rural life-insurance market,based on the SCP(Structure-Conduct-Performance)analytical frame in the industrial organization theory.The authors come to the conclusion that under the market structure of high concentration of market,low differentiation of products,moderate barrier to entry,Shaanxi rural life-insurance market got disparate development,low degree of management of standardization and simplex products & channels.By summing up the new experiences in the market practice,the authors put forward the new path:explore to establish "insurance village",custom-tailor products,provide face to face sales and service,the government orientate insurance companies towards innovation,which may lead to the sustained,rapid and sound development of Shaanxi rural life-insurance market.更多还原