湖南省农村人身保险销售模式研究

发布时间：2018-02-12 02:42

本文关键词： 农村人身保险销售模式农村居民　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】：改革开放以来,中国农村地区由传统经济向现代化经济的转型,随着农业机械化程度的提高与市场经济的深入,我国农村地区中许多劳动力从耕作中脱离出来,外出务工的人数越来越多,在由原有的小农经济向社会化大生产转变的趋势日益增强的前提下,逐渐富裕起来的农村居民越来越感受到来自养老、失业、子女教育、医疗保障等多方面的危机,农村居民对自身身风险保障的需求越来越大。随着这些年中国保险市场的快速发展,我国农村人身保险市场也得到了快速发展,但是我国农村人身保险市场的进一步发展受到了许多制约因素的影响,其中最主要的就是农村人身保险的销售模式问题。湖南省是中国中西部经济发展最活跃的省区之一,土地面积达21.18万平方公里,占全国土地面积的2.2%。2012年,湖南全省地区生产总值突破两万亿大关,达到22154.2亿元,其总量排名在全国第10位。经济的发展,也带动了湖南省人身保险业的发展,截至2012年底,全省总共有人身保险公司25家,人身险原保费收入达320亿元,总保费465亿元,全国排第11名,相比于2004年全省保费收入67.13亿元,翻了将近7倍。然而在湖南省人身保险高速发展的同时,农村人身保险市场的开发却发展速度相对较慢,截止2011年上半年,全省真正进入农村人身保险市场的企业只有6家：中国人寿、平安人寿、太平洋人寿、新华人寿、泰康人寿和中国人保寿险,嘉禾(农银)人寿、合众人寿、太平人寿虽有涉及农村市场,但是还处于初级开发阶段。同时业务开展极度不平衡,中国人寿一家独大,2005年中国人寿在湖南县域人身保险市场的市场份额达到81.7%,远超其他公司。要改变这种现状,加快湖南农村人身保险市场的发展速度,必须从根源上解决问题,改进现有的销售模式。目前在湖南农村人身保险市场的销售模式主要有个人代理销售模式和兼业机构代理销售模式两种。对于个人代理销售模式而言,存在的问题有：销售方式比较传统、销售人员专业素质和道德修养有待提高、供给主体相对较少、产品不适合农村现状、服务水平欠佳。兼业机构代理销售模式同样存在很多问题：代理费用偏高、队伍力量薄,基础管理弱、产品销售结构单一、开发程度低,业务潜力巨大、销售观念相对落后。本文就目前实行的两种销售模式进行详细的分析,并提出整改意见,湖南农村人身保险市场要加快发展速度,两种模式都需要齐头并进。现代社会是一个多元化的社会,农村人身保险的销售模式也必须朝着多远化的销售模式发展,组合销售模式发展是一种需要,也是一种必然结果。
[Abstract]:Since the reform and opening up, China's rural areas have changed from traditional economy to modern economy. With the improvement of agricultural mechanization and the deepening of market economy, many labor forces in rural areas of China have been separated from farming. The number of migrant workers is increasing. On the premise of the growing trend from the original small-scale peasant economy to the socialized mass production, the gradually affluent rural residents feel more and more from the old-age, unemployed, and children's education. With the crisis of medical security and other aspects, the demand of rural residents for their own personal risk security is increasing. With the rapid development of China's insurance market in recent years, the rural life insurance market in China has also been developing rapidly. However, the further development of the rural life insurance market in China is affected by many restrictive factors, the most important of which is the sale mode of the rural personal insurance. Hunan Province is one of the most active provinces and regions with economic development in central and western China, with a land area of 211,800 square kilometers, accounting for 2.2.2012 of the total land area of the country. The gross domestic product of Hunan Province exceeded the 2 tillion mark, reaching two tillion two hundred and fifteen billion four hundred and twenty million yuan. Its total amount ranks 10th in the country. The economic development has also led to the development of the personal insurance industry in Hunan Province. As of end of 2012, there were 25 personal insurance companies in the province, with original premium income of 32 billion yuan and total premium of 46.5 billion yuan. China ranked 11th in the country, compared with six billion seven hundred and thirteen million yuan in insurance premiums in 2004, an increase of nearly seven times. However, with the rapid development of life insurance in Hunan Province, the development of the rural life insurance market has been relatively slow. As of the first half of 2011, There are only 6 enterprises in the province that really enter the rural life insurance market: China Life, Ping an Life, Pacific Life, New China Life, Taikang Life and China Life Insurance, Jiahe (Agricultural Bank) Life, United Life, Although Taiping Life is involved in the rural market, it is still in the initial stage of development. At the same time, its business development is extremely unbalanced. In 2005, China Life Insurance had a market share of 81.7 percent in Hunan's county life insurance market, far exceeding other companies. To change this situation and speed up the development of Hunan's rural life insurance market, we must solve the problem at the root. Improve the existing sales model. At present, there are two kinds of sales models in Hunan rural personal insurance market: personal agency sales model and concurrent-business agency sales model. For the personal agency sales model, there are some problems: the sales mode is relatively traditional. The professional quality and moral accomplishment of sales personnel need to be improved, the main body of supply is relatively small, the products are not suitable for the present situation in rural areas, and the service level is not good. There are many problems in the sales model of concurrent-business organizations: the agency cost is on the high side, the strength of the team is thin, The basic management is weak, the product sales structure is single, the development level is low, the business potential is huge, the sales concept is relatively backward. In order to speed up the development of Hunan's rural life insurance market, both modes need to go hand in hand. The modern society is a diversified society, and the marketing model of rural personal insurance must also develop towards a more distant marketing model. Combination sales model development is a need, but also an inevitable result.
【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】：F842.62;F323.89

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