中国寿险个人营销模式的创新研究

发布时间：2018-05-04 18:34

  本文选题：寿险营销 + 代理人制度　； 参考：《电子科技大学》2014年硕士论文

【摘要】：中国寿险业自82年恢复以来的近三十年的时间里,经历了99年之前以传统险为主的高速增长期,以及99年之后以新型保险为主的较快发展时期。但到了2011年寿险行业增长一改过往30年的突飞猛进,速度出现了明显的放缓趋势。寿险业务的明显降速有着各种深层次的原因。环境倒逼转型,让寿险重回快速发展轨道迫在眉睫。本文力图在寿险行业转型关键时期,把握行业发展趋势,捕捉行业新的增长活力,探寻寿险行业最重要的销售渠道个险渠道在行业转型期科学合理的创新发展模式。本文以保险公司发展视角从寿险个人业务营销销售模式入手,首先分析总结了寿险行业个险营销销售模式类型、发展、特点、利弊等。其次;结合全球经济发展、当前宏观经济走势,根据未来金融保险行业发展规划,分析了当前寿险行业面临的机遇与挑战,并对当前行业发展所处阶段及未来发展趋势进行了判断;在此基础上,论文提出当前个险营销销售模式的三种发展路径:(1)以大公司为主导的代理人制在短时间内仍然占据主流;(2)部分新兴寿险公司将尝试员工制,寻求突破,但短期难觅典范;(3)部分股东实力强、渠道资源好的公司目前正在做“代理制+员工制”的双轨制,有可能走出一条颠覆性的个险营销发展之路,但需要持续的资源支持。本文结合国际寿险发展路程及我国人口结构及寿险需求特征特征,重点对当前个人业务销售模式进行了创新性研究,为保险行业公司转型探索创新发展之路。
[Abstract]:In the nearly 30 years since the recovery of Chinese life insurance industry in 1982, it has experienced a period of rapid growth before 1999 with traditional insurance as the main factor, and a relatively rapid development period after 1999 with new type insurance. But by 2011, life insurance industry growth has changed the past 30 years by leaps and bounds, the pace of a marked slowdown. There are a variety of deep reasons for the apparent deceleration of life insurance business. The environment forces the transformation, lets the life insurance return to the fast development orbit to be imminent. In the key period of life insurance industry transformation, this paper tries to grasp the development trend of life insurance industry, capture the new growth vigor of life insurance industry, and explore the scientific and reasonable innovation and development mode of individual insurance channel, which is the most important sales channel of life insurance industry in the transformation period of life insurance industry. From the perspective of the development of insurance companies, this paper analyzes and summarizes the types, development, characteristics, advantages and disadvantages of the individual insurance marketing sales model in the life insurance industry. Secondly, combined with the global economic development and the current macroeconomic trend, according to the future development plan of the financial insurance industry, this paper analyzes the opportunities and challenges facing the current life insurance industry. The current stage of the industry development and the future development trend are judged. This paper puts forward three kinds of development paths of current insurance marketing and sales model: 1) the agent system, which is dominated by large companies, will still occupy the mainstream in a short period of time) some new life insurance companies will try the employee system to seek a breakthrough. However, it is difficult to find a model in the short term. Some shareholders have strong strength, and the companies with good channel resources are currently doing the "agency employee system" dual track system, which may lead to a subversive road of dangerous marketing development, but it needs sustained resource support. Combined with the characteristics of international life insurance development and the characteristics of population structure and life insurance demand in China, this paper focuses on the innovative research on the current personal business sales model, and explores the way of innovation and development for the transformation of insurance companies.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3
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本文编号：1844136