P公司分红保险业务推广的改进研究

发布时间：2018-03-20 08:27

本文选题：分红保险　切入点：个人代理　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：近些年来，保险作为新兴的理财工具，逐渐被人们认识并走进了千家万户，其中分红型保险以其下有保底，上不封顶，比银行收益高又安全又有人打理的优势深受人们的喜爱。可是人们在购买分红型保险的时候因某些原因了解的并不全面，致使后期存在了一些退保的隐患，对保险公司及客户本人都带来损失。如何使分红保险业务能够有效推广下去，对保险公司有着重要意义。本文以P公司的分红型保险为例，通过对P公司分红型保险产品的研究，采用理论与实际相结合、问卷调查、实证分析的方法发现其中的不足，并提出分红型保险推广改进的方法，进而有效的控制分红保险业务的退保风险，增加P公司的收益。分红保险，最早于十八世纪七十年代出现在英国，是指投保人购买保险后，除了享受保障外，还可享受保险公司根据其盈余所给付的一定比例的红利，而且红利不领取的情况下还可以复利计息、购买交清增额或者抵缴保费。P公司分红保险的产品类型：低端的三鑫产品，中端的吉星产品，高端护身符，尊越人生。目前主要的销售渠道有：个人代理、银保渠道、电话销售、网络销售、中介公司销售。P公司分红型保险的服务模式主要是售前、售中、售后的服务，不同阶段给予不同的服务。目前，P公司分红型保险销售渠道发展迅速，整体来看渠道种类还比较有限，个人代理、银行等中介销售、电话销售为主要的销售渠道，其中也有一些问题，，例如代理人方面：保险代理人素质的参差不齐，违法乱纪的行为经常出现，内部管控制度还是不够健全，代理人不能按照客户的实际需求去推荐产品；银行与中介机构销售渠道方面，在产品的宣传方面不够真实，用好的方面来吸引客户购买，经常出现销售误导，更严重者骗取保户的保费，形成短期融资，携款潜逃。销售与售后脱节，不断出现客户投诉与退保行为；销售模式上也出现方法老套，效果不是很显著。服务模式因代理人的脱落造成对客户的服务接管方面出现问题，引起客户满意度下降。 P公司分红保险业务推广改进的措施主要是：研发出纯养老型产品，降低分红型保险的市场费率；大力发展网络营销，加强在网络上的投资与推广；提供顾问式行销，帮助客户合理科学的设计产品组合方案；在代理人选择方面，严格按照大专以上的学历方可加入到保险公司的原则，吸纳优秀的高素质的人才储备起来，集中培训，合格才上岗。同时加强对银行从事保险业务人员的管理，在人们购买分红型保险时一定要向客户说明：只有当保险公司实际经营结果优于产品定价假设时，才会分红。通过以上措施，使P公司分红型保险得到有效推广。
[Abstract]:In recent years, as a new financial tool, insurance has gradually been known and entered thousands of households. The advantages of higher, safer and better care than banks are loved by people. However, when people buy profit-sharing insurance, they do not have a comprehensive understanding of it for some reasons, resulting in the existence of some hidden dangers of reinsurance in the later period. It is of great significance to the insurance company how to spread the dividend insurance business effectively. This paper takes P Company's dividend type insurance as an example. Through the research of P company's dividend insurance products, using the combination of theory and practice, questionnaire survey, empirical analysis method to find out the shortcomings, and put forward the dividend type insurance promotion and improvement method, And then effectively control the risk of dividend insurance business, increase P company's income. Dividend insurance, which first appeared in Britain on 1770s, refers to a certain proportion of dividends paid by the insurance company according to the surplus paid by the insurance company after the policyholder has taken out insurance, in addition to enjoying the protection. Moreover, if the dividend is not received, it can also take compound interest and interest, and buy the product types of the dividend insurance policy of the company. P: the low-end Sanxin product, the mid-end lucky star product, and the high-end talisman. At present, the main sales channels are: personal agent, bank insurance channel, telephone sales, network sales, intermediary company sales. P company dividend type insurance service mode is mainly pre-sale, in-sale, after-sale services, Different services are given at different stages. At present, the distribution insurance sales channels of company P are developing rapidly. On the whole, the types of channels are still relatively limited. Personal agents, banks and other intermediary sales, telephone sales are the main sales channels, among which there are also some problems. For example, agent: the quality of insurance agent is uneven, illegal behavior often appears, the internal control system is not perfect enough, the agent can not be in accordance with the actual needs of customers to recommend products; In terms of the sales channels of banks and intermediary organizations, they are not true enough in the promotion of their products. They often use good aspects to attract customers to buy, and often mislead sales. More seriously, they cheat the insurance premiums of the insured, and form short-term financing. Absconding with money. Sales and after-sale disconnect, customer complaints and withdrawal of insurance continue to appear; sales patterns also appear old-fashioned, the effect is not very significant. Service model due to the fall off of the agent caused problems in customer service take-over, Reduce customer satisfaction. The measures for the promotion and improvement of P Company's dividend insurance business are as follows: developing pure old-age products and reducing the market rate of profit-sharing insurance; vigorously developing network marketing, strengthening investment and promotion on the network; and providing consultancy marketing. To help customers to design a reasonable and scientific product mix; in the selection of agents, strictly in accordance with the principles of college education or above to join insurance companies, to absorb excellent high-quality talent reserves, and concentrate training, At the same time, we should strengthen the management of insurance personnel in the banks. When people buy profit-paying insurance, they must explain to their customers: only when the actual operating results of the insurance companies are better than the product pricing assumptions, Through the above measures, P company dividend insurance can be effectively promoted.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

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