寿险代理人流失与管理策略研究

发布时间：2018-02-05 03:07

本文关键词： 人寿保险公司保险代理人流失管理制度　出处：《中南林业科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：人寿保险是一项专业性强、隐性潜在客户较多、保险标的分散、复杂的无形商品,同时人寿保险还是最具人性化的商品,是爱与责任的体现。针对人寿保险的这一特点,友邦保险引入我国保险市场的代理人营销制度便迅速在国内普及开来。代理人营销目前已经成为寿险最主要的营销渠道,其具有营销方式具体、宣传作用积极、成本低廉、网络分布广泛的特点,为寿险公司的业务拓展提供了积极的推动作用,使保险行业在我国的市场覆盖率不断扩大。相对于世界上其他寿险产业较为发达的国家,我国的寿险起步晚、发展快。为了抢占市场,许多保险公司采用人海战术快速占领市场,以重规模轻效益的经营理念不断提高保费规模。然而这种快速的发展模式虽然使我国的保险企业迅速发展成为世界保险业的强梁,却也带来了诸多问题,其中最为突出的就是寿险代理人的流失问题。寿险代理人的流失不但损害了投保人和被保险人的利益,而且使得公众对寿险产品和保险公司产生了诸多误解,使保险公司的市场拓展遭受了负面影响,这反映出目前我国寿险行业的代理人管理存在一定的问题。在中国保险市场日益成熟完善的背景下,如何从人力资源流动和管理理论入手,对寿险企业代理人流失的有效控制与管理进行研究,对于保险企业的快速、稳健发展具有重要的实际意义。本文在此背景下,第一章从概述寿险代理人的管理制度入手,首先对寿险代理人制度的产生与发展、现状及存在的问题进行了分析；第二章对寿险代理人的流失现状与成因进行了详尽的剖析,在此基础上对加强寿险代理人流失控制的必要性进行了阐述；第三章从国外保险代理人的管理制度以及流失控制措施,来阐述对中国代理人流动管理的经验借鉴；第四章针对前述代理人流失的分析,提出了从完善行业自律与企业文化建设、完善代理人培养与激励制度、完善代理人监管体系和代理人向员工制的转变等四个方面来改进我国寿险代理人的流失管控制度的建议。本文的研究方向是现在所有人寿保险公司的个险业务发展中遇到的既普遍而又非常困惑的问题,可谓“成也代理人,败也代理人”,研究方法包括文献研究、实地调研、归纳分析、比较借鉴等。虽然整个行业都还没有找到真正的破解之道,但是希望能够通过本文的研究与阐述,给大家在如何有效提高寿险代理人的留存率,降低流失率方面提供一些有价值的思考。
[Abstract]:Life insurance is a professional, recessive potential customers more, the subject matter of insurance is scattered, complex intangible goods, and life insurance is the most humane commodity. It is the embodiment of love and responsibility. Aiming at this characteristic of life insurance. The agent marketing system introduced by AIA into our insurance market has been popularized rapidly in China. At present, agent marketing has become the most important marketing channel for life insurance, which has specific marketing methods and positive publicity role. The characteristics of low cost and wide distribution of network provide a positive impetus for the business expansion of life insurance companies, and make the insurance industry expand the market coverage in our country. Compared with other countries in the world where the life insurance industry is more developed, our life insurance started late and developed rapidly. In order to seize the market, many insurance companies use human wave attack to occupy the market quickly. The insurance premium scale has been raised continuously with the management concept of emphasizing scale and light benefit. However, this rapid development mode has made the insurance enterprises of our country develop rapidly into the strong beam of the world insurance industry, but it has also brought many problems. One of the most prominent is the loss of life insurance agents. The loss of life insurance agents not only damages the interests of the insured and the insured, but also makes the public have a lot of misunderstandings about life insurance products and insurance companies. The market expansion of insurance companies has been adversely affected, which reflects that there are some problems in the agent management of the life insurance industry in China at present, under the background of the increasingly mature and perfect insurance market in China. How to study the effective control and management of the loss of agents in life insurance enterprises based on the theory of human resource flow and management has important practical significance for the rapid and steady development of insurance enterprises. In this context, the first chapter from the overview of the life insurance agent management system, first of all, the emergence and development of life insurance agent system, the status quo and existing problems are analyzed. The second chapter analyzes the current situation and causes of loss of life insurance agents in detail, on the basis of which the necessity of strengthening the loss control of life insurance agents is expounded. The third chapter from the foreign insurance agent management system and loss control measures to explain the flow of Chinese agents management experience; According to the analysis of the loss of agents, Chapter 4th puts forward to perfect the industry self-discipline and corporate culture construction, and perfect the agent training and incentive system. It is suggested to improve the loss control system of life insurance agents in our country from four aspects: perfecting the agent supervision system and changing the agent to employee system. The research direction of this paper is that all the life insurance companies encountered in the development of personal insurance business both general and very confused problems, it can be described as "also agent, also fail agent", research methods including literature research. Field investigation, inductive analysis, comparative reference and so on. Although the whole industry has not found a real way to crack, but hope to be able to pass the study and elaboration of this article. It provides some valuable thoughts on how to improve the retention rate of life insurance agents and reduce the loss rate.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

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