This paper studies the reason from the utility angle,and pays special attention to analysing the utility of insurance,comparative utility,non-insurance substitute products utility which few people have studied,people s active and passive consumer preferences when they buy insurance,and has made an explanation from a new visual angle for the inadequate insurance consciousness of Chinese people.

An active promotion product substitution strategy is proposed instead of the passive substitution strategy when the product is out of stock.

High-toxic organic phosphorus pesticide substitute products Acephate and application prospects;