Applying the theory of customer perceived value and orderly logistic model ,supported by the survey data of 367 aquaculture farmers in Shandong coastal area ,we analyzed the factors influencing willingness of marine aquaculture farmers'participation in the fisheries insurance .The results showed that the perceived value of farmers is the determining factor of their intention to participate in the fisheries in‐surance .Therefore ,the insurer should take the following measures :emphasizing information openness in the process of implementation , enhancing farmers understanding of fisheries insurance , establishing a sound mechanism for farmers'claims ,accepting farmers'opinions and suggestions ,and encouraging farm‐ers to participate in fisheries insurance actively and effectively .%运用顾客感知价值理论和有序Logistic模型，以山东省沿海367份海洋水产养殖户问卷为样本，对养殖户参与养殖渔业保险意愿的影响因素进行实证分析，结果表明，养殖户对参与渔业保险的感知价值是影响其参与养殖渔业保险意向的决定因素。建议保险部门在采取保险营销实务过程中应采取如下措施：重视信息公开程度，提升养殖户对渔业保险的了解度；建立健全养殖户理赔程序机制；重视养殖户所提的意见和建议，提高养殖户参与保险的积极性和有效性。
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