我国寿险公司营销员管理体制改革研究

发布时间：2018-04-05 14:24

本文选题：寿险营销　切入点：个人代理制　出处：《广西大学》2013年硕士论文

【摘要】：商业寿险市场是现代金融业的重要市场之一,也是社会保障体系的必要组成部分。自从1992年美国友邦保险进驻上海,带来了个人代理制的寿险营销方式,我国寿险市场迅速成长起来。随着我国城镇化建设的加速、人口老龄化的趋势以及人民生活水平的日益提高,寿险市场发展潜力不可估量。然而就在中国保险业进入深入发展的转型期间,个人代理制方式中蕴含的不利因素不断积聚和扩大,进而影响寿险行业乃至保险行业的持续发展。因此,为了解决个人代理制度体现出来的员工流失率高、个人素质参差不齐、监管缺位等问题,急需进行寿险公司营销员管理体制改革。本文第一部分介绍了全文的写作背景、目的及意义,综述国内外关于寿险营销的研究文献,为文章提供理论基础和指导；第二部分通过介绍员工制、个人保险代理人制两种营销员管理体制的特点和内涵,为体制改革的路径和方向选择提供思路；第三部分通过分析我国寿险公司营销员管理体制的现状以及现存体制暴露的诸多问题,说明改革的必要性和改革的重点领域。第四部分罗列比较日本、中国台湾、美国等发达国家及地区寿险营销体制的变迁和特点,以及介绍我国改革成功的案例,从中总结具有共性的积极因素,以期为我国寿险公司营销体制改革提供借鉴。第五部分,笔者从我国特殊国情和现有寿险公司的实际出发,建议采取逐步推进员工制与改革个人代理制相结合的方法,实现寿险公司个人代理制度的平稳转型。最后总结得出,现阶段应采取将个人代理人制度与员工制相结合的双轨模式,并且针对营销员管理体制的各个方面提出了具有可操作性的实际改革方案。
[Abstract]:Commercial life insurance market is one of the important markets in modern financial industry, and it is also an essential part of social security system.Since the arrival of American International Insurance in Shanghai in 1992, the life insurance market in China has grown rapidly.With the acceleration of urbanization in China, the trend of aging population and the improvement of people's living standard, the development potential of life insurance market is inestimable.However, in the period of deep development of China's insurance industry, the unfavorable factors contained in the personal agency system have been accumulated and expanded, thus affecting the sustainable development of the life insurance industry and even the insurance industry.Therefore, in order to solve the problems of high staff turnover rate, uneven personal quality, lack of supervision and so on, it is urgent to reform the management system of marketers in life insurance companies.The first part of this paper introduces the background, purpose and significance of the full text, summarizes the domestic and foreign research literature on life insurance marketing, provides the theoretical basis and guidance for the article.The characteristics and connotation of two kinds of marketers' management system of personal insurance agent system provide the train of thought for the path and direction choice of the system reform;The third part explains the necessity of reform and the key areas of reform by analyzing the current situation of marketers management system of life insurance companies in China and the problems exposed by the existing system.The fourth part lists and compares the changes and characteristics of life insurance marketing system in developed countries and regions, such as Japan, China, Taiwan and the United States, and introduces the successful cases of China's reform.In order to provide reference for China's life insurance company marketing system reform.In the fifth part, based on the special situation of our country and the reality of the existing life insurance companies, the author suggests that we should adopt the method of combining the employee system with the reform of the personal agency system, so as to realize the smooth transformation of the personal agency system of the life insurance companies.Finally, it is concluded that the dual-track mode of combining the personal agent system with the employee system should be adopted at the present stage, and the practical reform scheme is put forward for all aspects of the marketer management system.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

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