保险领域退保事件中的风险沟通机制研究

发布时间：2018-04-27 08:06

本文选题：风险沟通 + 退保事件　；参考：《西南财经大学》2014年硕士论文

【摘要】：近年来,在经济全球化、信息全球化的浪潮推动下,在我国不断加快经济转型和深入改革的背景下,社会进入了一个高度风险状态。此时,自然灾害如“汶川地震”,公共卫生事件如“非典”、“禽流感”、“三鹿奶粉”等社会危机事件的爆发,不仅直接威胁到了人民群众的生命安全,而且极易引起公众的恐慌,影响社会的稳定。在保险领域中,保险公司以大数法则为数理基础将公众的多种风险进行集聚和分散,达到损失经济补偿、保障社会稳定的作用,但由于保单持有人拥有退保的权利,常常因为保单双方风险信息的不对称而发生退保。在极端情况下,大范围大规模的退保事件会动摇保险公司的经营基础,使保险公司陷入财务危机甚至破产危机,保单无法得到补偿或给付。此时,公众会因此陷入恐慌,产生连带的“蝴蝶效应”,危及到其他保险公司、金融机构及其客户群,保险、金融市场有可能发生剧烈动荡,人民的经济安全和社会的稳定性将受到威胁。在传媒化的社会下,退保事件的信息以超乎想象的速度和广度被传播着,影响着相关公众的思想和行为。风险信息具有传播速度快,破窗效应和变异度高的特点,往往还会诱发二次退保潮。在退保事件中,公众希望第一时间接收到客观真实的风险信息,信息内容不仅应当包括退保事件尽可能详细的情况,而且应当包括事件发生前、发生时、发生后保险公司和保险监管机构的应对措施。同时,公众希望自己保险公司和保险监管机构能够对其信息需求和问题予以反馈,缓解恐慌情绪。但是目前我国保险领域中无论是保险公司还是保险监管机构,都以封闭退保事件信息为主要措施,风险信息多为单向传递,对公众的信息发布从时效性和内容上都不能满足公众的需求。这种在退保事件中风险信息不对称的矛盾迫切需要通过建立风险沟通机制来解决。风险沟通理论在二十世纪70年代才提出,是一种主观建构派的风险管理模式。通过几十年的发展,该理论认为风险不仅仅是损失的客观不确定性,还包括公众对损失不确定性的情感反应；为缓解公众对风险的负面情感,组织必须与公众建立长期的信任；通过平等的双向沟通模式,让组织与公众成为可靠的伙伴关系,为公众在面对风险时提供合理的规避风险的选择。目前在保险领域中,保险公司和保险监管机构对退保事件风险沟通重要性还认识不足,相关规章及沟通模式还未健全。因此,发现当前退保事件风险沟通中的问题,研究建立完善合理的退保事件风险沟通机制是很有意义的。本文在大量文献研究的基础上,创新性地将退保事件纳入社会风险的角度下进行考察,结合退保事件的风险特征分析保险领域保险监管机构、保险公司和公众在退保事件中风险沟通面临的问题和挑战。探讨在信息化社会背景下,面对退保事件,如何建立一个集监管机构和保险公司信息公开、传媒报道、公众参与于一体的科学合理的风险沟通机制,从事件发生前、中、后三个阶段实现多方的和谐沟通,从而顺利化解退保事件危机,消除社会风险隐患。为充分论述观点,本文共分为以下六章：第一章导论论述了本文的研究背景和意义、国内外文献综述、研究方法和思路、文章结构和创新点。第二章分析与本文研究相关的基本概念和理论,介绍了一般性退保风险、退保事件风险以及风险沟通理论,然后将三者有机结合起来,构建出保险领域退保事件风险沟通机制的基本框架,论述了风险沟通在退保事件中的意义、研究主体、作用机理以及风险沟通具体需求。从理论层面上对本文的研究指明了方向。第三章分别从保险监管机构、保险公司、媒体三个研究主体出发,研究了他们在日常监管和经营中、舆情事件和退保纠纷中以及退保事件发生后的风险沟通的现状。总的来说保险监管机构和保险公司对于退保事件都有风险沟通预案,但是都偏重与事后补救,执行的效果较差。而媒体在风险沟通中的作用被完全抑制甚至扭曲,形成了沟通中媒体缺位。第四章根据前一章论述的风险沟通现状,对比风险沟通理论的原则,发掘保险监管机构、保险公司以及媒体在风险沟通中呈现出的问题。主要问题有保险监管机构忽视事前风险沟通、忽视与公众的信息沟通、忽视信息时效性并对媒体监管一刀切；保险公司忽视事前保单的风险沟通、保单双方风险信息不对称困境；媒体无法自由“发声”,助长了谣言的传播等。第五章根据风险沟通的原则,明确了保险监管机构、保险公司、媒体和公众在退保事件风险沟通中应有的作用；针对退保事件中风险沟通的问题,提出了建立公众参与的双向风险沟通机制、建立有效的媒体沟通机制、建立以事前沟通为主的风险沟通机制等三大方面建议；最后论述了保险监管机构、保险公司、公众、媒体如何建立完善的退保事件风险沟通机制,达到有效风险沟通,防范退保事件风险的一些思路。第六章是本文的结论部分,对本文的总体内容做出一个小结。从结论出发,发现本文的不足以及未来可以改进的地方。
[Abstract]:In recent years , under the background of economic globalization and globalization of information , the society has entered a high risk state under the background of accelerating economic transformation and deepening reform in our country . At this time , natural disasters such as Wenchuan earthquake , public health events such as SARS , Avian Influenza and Sanlu Milk Powder have caused public panic and social stability .

At the same time , the public wants the first time to receive objective and real risk information . At the same time , the public hopes that the insurance company and insurance supervision organization can feedback the information needs and the problem . At the same time , the public hopes that the insurance company and the insurance supervision institution can feedback the information needs and problems , and the information content can not meet the demand of the public .

The theory of risk communication is put forward in the 1970s , it is a kind of subjective construction risk management model . Through the development of several decades , the theory considers that the risk is not only the objective uncertainty of the loss , but also the public ' s emotional response to the uncertainty of the loss ;
To mitigate the public ' s negative impact on risk , the organization must establish long - term trust with the public ;
Through the equal two - way communication mode , the organization and the public are allowed to become a reliable partnership , and provide reasonable risk - averse choice for the public in the face of risk . At present , in the insurance field , the insurance company and the insurance regulatory authority have insufficient understanding of the importance of the risk communication of the event , and the related regulations and the communication mode are not sound . Therefore , it is very meaningful to find out the problems in the risk communication of the current withdrawal event , and to study the establishment and perfect the reasonable risk communication mechanism of the event insurance event .

On the basis of a great deal of literature research , this paper explores the problems and challenges faced by insurance supervision organizations , insurance companies and the public at risk communication in the insurance field .

Chapter One introduces the research background and significance of this paper , the literature review at home and abroad , the research methods and ideas , the article structure and the innovation point .

The second chapter analyzes the basic concepts and theories related to this paper , introduces the risk of the general retreat , the risk of the event and the risk communication theory , then combines them organically , constructs the basic frame of the risk communication mechanism of the event in the insurance field , and discusses the significance , the research subject , the mechanism of action and the specific needs of risk communication .

Chapter three studies the current situation of risk communication between insurance supervision organization , insurance company and media . In general , insurance supervision organization and insurance company have the risk communication plan in daily supervision and operation , public opinion events and refund dispute . In general , insurance supervision organization and insurance company have the risk communication plan for the event of refund , but both are biased and the effect of implementation is poor . And the role of media in risk communication is completely suppressed or distorted , and the medium vacancy in communication is formed .

In chapter 4 , according to the present situation of risk communication discussed in the previous chapter , the principles of risk communication theory are compared , and the problems of insurance supervision organization , insurance company and media in risk communication are explored .
The insurance company neglects the risk communication of the pre - accident policy , and the risk information of the two sides of the policy is asymmetric ;
The media is not free to " sound " , fuelling the spread of the rumor , etc .

In the fifth chapter , according to the principle of risk communication , the role of insurance supervision organization , insurance company , the media and the public in the risk communication of the event of depolarization is defined .
In view of the problem of risk communication in the event of withdrawal , a two - way risk communication mechanism for public participation is put forward , the effective media communication mechanism is established , and three major aspects such as the risk communication mechanism based on pre - event communication are established ;
Finally , the paper discusses how to establish and perfect the risk communication mechanism of the insurance supervision organization , insurance company , the public and the media , so as to achieve effective risk communication and guard against the risk of the event .

The sixth chapter is the conclusion part of this paper , which makes a summary of the overall content of this paper . From the conclusion , it is found that the deficiencies of this paper and the future can be improved .

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F272.3

【参考文献】