摘要:南京作为省经济中心，具有良好的区位优势，经济发达，城乡居民储蓄规模日益壮大，保险业也处于高速发展之中，各大保险公司都在南京设有分公司。人身保险消费行为与人身保险行业的发展息息相关，对南京市人身保险需求状况进行调查，可以更加直观地发现南京市民对于人身保险的需求，保险公司可以在充分了解南京市人身保险市场需求的基础上，开展产品创新，提升行业竞争力，促进南京市保险行业的进一步发展。

    本文通过调查问卷的方式对南京市人身保险需求状况进行调查，在数据的基础上采用定性分析法进行个人因素对人身保险需求的影响的分析以及保险公司因素对人身保险需求影响的分析，从而了解南京市人身保险需求状况，并对保险行业改变传统形象、提升自身公信力提出如下策略：加强保险知识的宣传工作，增强市民对于保险的认知度；树立保险公司品牌形象，增加公信力；保险公司加强保险产品创新的针对性；拓展安全稳固的保险消费渠道；加强保险业监管。

　　　本文经过一系列调查研究后，对南京市人身保险需求状况做出了分析，并且对保险公司的改进提出了意见，一定程度上解决了保险行业如何扩大人身保险需求的问题。但由于时间、资料获取以及个人能力的限制，本文并没有充分考虑更多因素以及实际操作中的困难，具有一定局限性。

关键词 南京市；人身保险；保险需求；保险纠纷协调

Abstract:Nanjing as provincial economic center, has a good location advantage, economic development, urban and rural savings the growing size of the insurance industry is in rapid development, major insurance companies with branch offices in Nanjing. On the basis of the life insurance consumer behavior is closely related to the development of the life insurance industry, life insurance demand situation in Nanjing investigation, can be more intuitive discovery of the citizens of Nanjing demand for life insurance, the insurance company can fully understand the needs of the life insurance market in Nanjing carry out product innovation, enhance the competitiveness of the industry, and promote the further development of the insurance industry in Nanjing.

　　　 Questionnaire Nanjing life insurance demand conditions survey, qualitative analysis of personal factors to analyze the impact of the demand for life insurance and insurance companies factor analysis of life insurance demand in the data base, which understanding of life insurance in Nanjing demand conditions, and the insurance industry to change the traditional image, enhance their own credibility propose the following strategies: strengthen the publicity work of the insurance knowledge, and enhance public awareness of insurance; to establish the insurance company's brand image, increase credibility; insurance companies to strengthen innovative insurance products targeted to strengthen the supervision of the insurance industry; to expand the safety and soundness of the insurance consumer channels; Strengthen the supervision of the insurance industry.

　　　In this paper, after a series of studies, life insurance Nanjing demand conditions make analysis and improvement of insurance companies put forward their views, to some extent solved the problem of how to expand the insurance industry life insurance demand. However, due to the time data acquisition and personal capacity constraints, this article does not adequately consider more factors as well as the difficulties in the practical operation has certain limitations.

Keywords Nanjing   Life Insurance   Insurance Need   Insurance Dispute Coordination