R公司某分公司保险代理人激励机制对策研究

发布时间：2018-02-24 03:05

本文关键词： 寿险公司保险代理人激励机制对策　出处：《西南财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国保险市场经过几十年的形成和发展,民众的意识不断增强,市场的需求不断扩大,特别是在上个世纪90年代初引入个人营销制度以后,中国保险业进入了高速发展的时期,中国保险市场也逐渐成为了全世界颇具潜力的市场之一。但由于保险公司和代理人之间是一种简单的委托代理关系,双方存在着利益冲突和信息不对称,如何对代理人进行有效激励,以此促进公司业务发展是本文首要研究的问题。另外,本文就如何尽可能的降低代理人道德风险与逆选择,规避短期行为,更好的为客户服务也提出了一些看法。本文以国内一家历史悠久、市场规模较大、代理人众多、所面临的问题具有一定行业普遍性的公司(以下简称R公司)作为研究对象,通过对已有研究成果的学习,在委托—代理和激励这些理论的基础上进行研究,通过定性与定量相结合、经验总结、实际调查、过程观察,个案分析等研究方法,分析研究该公司引入个人营销体制后对公司客户和公司自身的影响,以及目前代理人管理制度中有关激励的问题及存在原因,并提出了一些解决方法。首先,本文第一章是对研究背景、目的和意义、内容和方法以及全文的结构安排和创新点进行简要的介绍。其次,第二章介绍了国内外对激励和委托代理的研究情况。然后,在第三章介绍R公司某分公司的基本情况、组织架构、代理人人员结构和流动情况、对代理人激励存在的问题和原因分析。在找到原因以后,第四章就针对这些具体的问题提出了建立完善的底薪制度、调整佣金和管理类津贴占比、代理制向员工制改革、转变成为理财规划师等对策。最后,在第五章对全文研究情况做了总结,找到的不足的同时也为未来进一步的研究提出了希望。本文研究成果对R公司某分公司促进代理人队伍绩效,加快建立优质代理人队伍有着积极的意义,同时也可以作为中国保险代理人激励机制改革的参考。
[Abstract]:After decades of formation and development of China's insurance market, people's awareness is constantly strengthened and the market demand is constantly expanding. Especially after the introduction of the personal marketing system in early -10s, China's insurance industry has entered a period of rapid development. China's insurance market has gradually become one of the most promising markets in the world. However, because of the simple principal-agent relationship between insurance companies and agents, there are conflicts of interest and asymmetric information between the two sides. How to motivate the agent effectively to promote the business development of the company is the most important issue in this paper. In addition, this paper discusses how to reduce the moral hazard and adverse choice of the agent as much as possible to avoid short-term behavior. Better customer service also put forward some ideas. In this paper, a company with a long history, large market scale, numerous agents and common problems in certain industries (hereinafter referred to as R Company) as the research object, through the study of the existing research results, On the basis of the principal-agent and incentive theory, through the combination of qualitative and quantitative, experience summary, actual investigation, process observation, case analysis and other research methods, This paper analyzes the influence of the company's personal marketing system on the company's customers and the company itself, as well as the problems and existing reasons in the current agent management system, and puts forward some solutions. The first chapter is a brief introduction to the research background, purpose and significance, contents and methods, as well as the structural arrangements and innovations of the full text. Secondly, the second chapter introduces the research situation of incentive and principal-agent at home and abroad. In the third chapter, we introduce the basic situation, organizational structure, agent structure and mobility of a branch of R Company, and analyze the problems and reasons of agent incentive. Chapter 4th puts forward some countermeasures to solve these problems, such as establishing a perfect base salary system, adjusting the proportion of commission and management allowance, reforming the agency system to employee system, transforming into a financial planner, etc. Finally, In chapter 5th, the author summarizes the research situation, finds the deficiency and puts forward the hope for further research. The research results of this paper promote the performance of agent team in a branch of R Company. It is of positive significance to speed up the establishment of high quality agents, and it can also be used as a reference for the reform of the incentive mechanism of insurance agents in China.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3;F272.92

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