保险公司营销人员激励机制分析

发布时间：2018-03-14 08:18

本文选题：保险　切入点：营销员　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：“十二五”期间,我国保险业发展保持了持续、快速、稳健增长的态势,在新常态下保险业的发展依旧保持着活力,并深刻影响着我国社会经济的发展和人民群众的生活,保险业已经广泛融入到我国经济社会发展的各个方面。在现行保险代理制度下,保险营销员对保险业的发展具有至关重要的作用,对保险营销员进行科学、合理的激励,有助于营销员从业积极性的提高,最终也有利于我国保险市场的蓬勃发展。本文以M保险公司为例,运用文献资料法、案例分析法和访谈法,对其营销员的激励问题展开研究,并提出优化方案和保障性措施,其目的就在于明确激励的目标,以营销员的需求为导向,制定切实可行的激励方案与方法,从而达到稳定保险营销员队伍、吸引更多的优秀人才的目的。本文第一部分主要介绍本文的研究背景与意义、研究思路与内容、研究方法；第二部分是理论基础,主要介绍委托-代理理论、激励及其相关理论,并对保险营销员激励的一般理论加以阐释；第三部分是M保险公司营口支公司营销员激励现状,首先介绍M保险公司以及营销员的基本情况,然后对该公司营销员激励的现状展开分析,并通过问卷调查的方式探析M保险公司营口支公司营销员激励存在的问题；第四部分是M保险公司营口支公司营销员激励方案的优化,基于M保险公司营销员激励现状和存在的问题,提出优化方案；第六部分是M保险公司营口支公司营销员激励优化方案分析,论证新的营销员激励方案的科学性与可行性；第七部分是结论与建议,总结全文,并对M保险公司营口支公司营销员激励优化方案的实施提出建议。
[Abstract]:During the 12th Five-Year Plan period, the development of China's insurance industry has maintained a sustained, rapid and steady growth trend. Under the new normal, the development of the insurance industry remains dynamic and has a profound impact on the social and economic development of our country and the life of the people. The insurance industry has been widely integrated into all aspects of China's economic and social development. Under the current insurance agency system, insurance marketers play a vital role in the development of the insurance industry, and carry out scientific and reasonable incentives for insurance marketers. This paper, taking M Insurance Company as an example, makes use of literature, case analysis and interview to study the incentive problem of marketers. And put forward the optimization plan and the supportability measure, its purpose is to make clear the goal of the incentive, take the marketer's demand as the direction, formulate the feasible incentive plan and method, thus achieve the stabilization insurance marketer troop, The first part of this paper mainly introduces the research background and significance, research ideas and contents, research methods; the second part is the theoretical basis, mainly introduces the principal-agent theory, The third part is the current situation of M insurance company marketer incentive, first introduces the basic situation of M insurance company and marketers. Secondly, the paper analyzes the current situation of marketing incentive in this company, and analyzes the problems existing in the incentive of marketer of M insurance company by means of questionnaire survey. The 4th part is the optimization of the marketing plan of Yingkou branch company of M insurance company. Based on the current situation and existing problems of the marketing member of M insurance company, the optimization scheme is put forward. Part 6th is the analysis of the incentive optimization scheme of Yingkou Branch Company of M Insurance Company to demonstrate the scientific nature and feasibility of the new incentive scheme, and part 7th is the conclusion and suggestion, which summarizes the full text. And put forward suggestions to implement the incentive optimization scheme of Yingkou branch company of M insurance company.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842.3;F272.92

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