Agricultural insurance can avoid the risks of agricultural production and operation to a large extent, promote agricultural development and increase farmers' income, and lay a solid foundation for rural revitalization. At present, China's agricultural insurance is in the stage of all-round development, and there are still many problems, especially the farmers' mistrust of agricultural insurance and their weak willingness to participate in agricultural insurance. Based on the data and information obtained from the field visit and questionnaire survey in Enshi Prefecture, this paper makes an empirical analysis on the factors affecting farmers' agricultural insurance demand by using binary Logistic regression model. According to the conclusion of the analysis, this paper puts forward the corresponding measures and suggestions from the three dimensions of the government, insurance companies and farmers.