CL成都分公司保险代理人激励机制研究

发布时间：2018-04-16 18:04

本文选题：保险代理人 + 激励机制　；参考：《西南财经大学》2013年硕士论文

【摘要】：自1992年,我国保险行业引入个人保险代理人制度,并迅速打开了市场,截止2011年,全国保费实现1.4万个亿,同比增长10.4%。可以说,个人代理人制度为我国保险业、特别是寿险业的发展做出了非常巨大的贡献。但是随着社会的不断进步,保险市场依靠保险代理人营销的发展态势,与当前经济发展要求和国民对保险的期望相比,已经产生了很大的差距,而逐步显现的体制弊端,尤其是保险行业发展过程中一些深层次的矛盾和问题,必须要引以重视。一方面,保险市场面临越来越混乱的局面。保险代理人相互之间出现了恶意竞争,他们在市场销售过程中相互诋毁,对客户进行销售误导、销售诱骗；而保险公司则为了争夺保险代理人相互利诱挖角,导致了保险代理人跳槽频繁,保险公司代理人脱落率高,客户对保险代理人信任度降低。另一方面,作为保险公司和客户的联系纽带,保险代理人代表着保险公司却只与其是一种委托代理关系,保险公司对其监管控制能力有限,保险客户更没有权利和能力监督保险代理人,一旦保险代理人背信弃义,欺骗公司和客户,会给客户和公司造成非常严重的影响。这些情况让保险代理人、保险公司都陷入一个低质的保险市场环境中,严重影响了保险市场的发展。因此,深入研究保险代理人的激励机制问题,分析问题出现的原因,找寻相应的对策和措施,有利于转变保险市场环境,改善保险公司的经营状况,提升客户对保险代理人的信任度,推动保险行业持续健康稳定的发展。在完成对CL成都分公司激励机制的充分调研的基础上,通过梳理CL成都分公司保险代理人激励机制的现状,分析了存在的问题,在对以市场为导向的保险代理人激励机制研究中,探讨如何规范保险代理人的展业行为,拓宽保险代理人的市场销售渠道,维护客户的保险利益。从实践应用的角度出发,结合激励机制的理论,本文提出CL成都分公司激励制度重构的对策建议,主要包括：建立多层次的薪酬激励以满足不同层级保险代理人的需求；引入了保险代理人品质考核机制,以对保险代理人实施有效的监管；建立以企业文化为轴心的荣誉体系来加强保险代理人荣誉感；建立以持续发展为核心的职业生涯规划,提升保险代理人的成就感；在分析传统保险代理激励机制的基础上引入保险代理人信用评估体系,在公司传统的绝对业绩考核指标上加上一个相对业绩评价指标,除了继续保留传统的可量化和可定性两类大指标体系外,引入第三方评价指标,即加入个人基本性向指标、行为规范指标、其他荣誉指标三个方面18项指标进行分析评估,建立全面的保险代理人信用评估激励体系。优化完善保险公司激励机制能够对保险代理人进行有效的激励和管理,培养保险代理人健康的保险销售理念和稳定的从业意识,保障客户的合法权益,树立保险公司积极、正面的形象,促进我国保险事业的蓬勃发展。
[Abstract]:Since 1992, the introduction of personal insurance agent system of China's insurance industry, and quickly open the market, as of 2011, the premium for 14 thousand billion, an increase of 10.4%. can be said that the individual agent system for China's insurance industry, especially the development of the life insurance industry has made a very great contribution. But with the progress of society depending on the development trend of insurance market, insurance agent marketing, compared with the expectations of the current insurance requirements of economic development and national, has produced a large gap, and gradually the defects of the system, especially some deep-seated contradictions and problems in the process of the development of the insurance industry, must be paid more attention to. On the one hand, insurance the market is facing more and more chaos. The insurance agent a malicious competition between them against each other in the marketing process, misleading sales to customers, sales of deception And the insurance company; insurance agent for mutual inducements lead to poaching, insurance agents, insurance agents of job hopping and high loss rate, customer trust in insurance agents decreased. On the other hand, as the link between the insurance company and the customer, the insurance agent represents the insurance company only and is a kind of principal-agent the relationship between the supervision of insurance company, limited ability to control, more insurance customers do not have the right and ability to supervise the insurance agent, insurance agent once treachery, cheating the company and customers, will cause serious impact to the customer and the company. These make the insurance agent, insurance companies are in a low quality of the insurance market environment, serious the influence of the development of the insurance market. Therefore, in-depth study on the incentive mechanism of insurance agent, analyzes the cause of the problem, find the corresponding countermeasures And measures are conducive to changing the insurance market environment, improving the operating conditions of insurance companies, enhancing the trust degree of customers to insurance agents, and promoting the sustained, healthy and stable development of the insurance industry.
Based on the full investigation branch incentive mechanism of CL in Chengdu on the current situation of incentive mechanism by combing CL Chengdu branch of insurance agents, analyzed the existing problems, the incentive mechanism research on market oriented insurance agent, discuss how to standardize the behavior of insurance agents in the exhibition industry, broaden the insurance agent market sales channels, maintain customer insurance interests.
From a practical perspective, combined with the incentive mechanism theory, this paper puts forward some countermeasures and suggestions, Chengdu CL company incentive system reconstruction including: the establishment of a multi-level incentive to meet the different levels of demand for insurance agent; introduced insurance agent quality assessment mechanism, to implement the effective supervision of the insurance agent; the establishment of honor the system takes enterprise culture as the axis of the insurance agent to strengthen the sense of honor; to establish the sustainable development as the core of the occupation career planning, enhance the insurance agent's sense of achievement; the introduction of insurance agent credit based on the analysis of the traditional insurance agent incentive mechanism on the evaluation system, the absolute performance evaluation index in the traditional company with a relative performance the evaluation index, in addition to retain the traditional quantitative and qualitative two kinds of index system, the introduction of third party evaluation index, i.e. We should add three indicators and 18 indicators to evaluate and establish a comprehensive insurance agent's credit evaluation incentive system.
Optimize the insurance company incentive mechanism can motivate and effective management of insurance agents, insurance agents, insurance sales training of health concept and stable practitioners awareness, safeguard the legitimate rights and interests of customers, establish the insurance company actively, positive image, promote the development of insurance industry in our country.

【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

【参考文献】