需要层次理论视角下我国寿险代理人激励方式研究

发布时间：2018-05-09 02:43

本文选题：需要层次论 + 寿险代理人　；参考：《东北农业大学》2013年硕士论文

【摘要】：自1992年美国友邦保险公司在上海引入保险代理制度后，，国内寿险公司纷纷效仿友邦经营管理模式，个人保险代理人在我国寿险营销市场中一直扮演着很重要的角色，对中国寿险业的快速发展起到至关重要的作用。但是，目前由于我国寿险市场并不完善，法规也不健全，加之寿险代理人制度运行的时间较短等因素的影响，我国的寿险代理人激励方式存在着很多问题，因此建立一套科学的寿险代理人激励方案是我国寿险业需要解决的重要课题，也是我国寿险业进一步发展的关键。本文的研究沿着逻辑顺序展开，阅读了国内外大量相关文献资料，深入分析了需要层次理论和寿险代理人激励的相关理论，在需要层次理论视角下，全面调查我国寿险代理人激励方式的现状，了解到其存在的问题有：生理需要得不到满足导致寿险代理人流失率极高；安全需要得不到满足造成代理人行为短期化的现象；社交需要得不到满足，团队之间不能很好地交流和沟通；尊重需要得不到满足，培训体制有待完善；自我实现需要得不到满足，行为导向机制有待完善。设计了代理人需要层次和寿险公司激励方式的问卷，对回收的数据进行了结构方程的拟合，实证分析了需要层次理论的各个维度对激励方式的影响。根据结构方程模型的结果分析，提出完善我国寿险代理人激励方式的对策：建立引入固定收入的激励方式满足代理人生理需要，完善寿险代理人福利保障制度增加安全需要的满足度，建立有效的沟通机制满足寿险代理人社交需要，建立科学的培训系统满足寿险代理人尊重需要，将寿险代理人个人发展融入公司规划满足自我实现需要。以期能够对我国寿险代理人激励制度的改革起到积极作用，增强寿险公司的市场竞争力，保证我国寿险业平稳、健康发展。
[Abstract]:Since the introduction of the insurance agency system in Shanghai in 1992, domestic life insurance companies have followed AIA's operation and management model, and personal insurance agents have been playing a very important role in the life insurance marketing market in China. For the rapid development of China's life insurance industry plays a vital role. However, due to the fact that the life insurance market in China is not perfect, the laws and regulations are not perfect, and the life insurance agent system is running for a short period of time, there are many problems in the incentive mode of life insurance agents in our country. Therefore, the establishment of a set of scientific life insurance agent incentive scheme is an important issue to be solved in our life insurance industry, and is also the key to the further development of life insurance industry in our country. The research in this paper is carried out in logical order, reading a large number of relevant literature at home and abroad, deeply analyzing the theory of need hierarchy and the theory of life insurance agent incentive, from the perspective of need hierarchy theory. Through a comprehensive investigation of the current situation of life insurance agent incentives in China, it is found that the existing problems are as follows: the loss rate of life insurance agents is extremely high due to the failure to meet physiological needs, the phenomenon that the safety needs are not satisfied and the short-term behavior of life insurance agents is not satisfied. Social needs can not be met, teams can not communicate and communicate well; respect needs can not be met, training system needs to be improved, self-realization needs can not be met, behavior-oriented mechanism needs to be improved. This paper designs the questionnaire of agent need level and life insurance company incentive mode, carries on the structure equation fitting to the recovered data, and empirically analyzes the influence of each dimension of the need hierarchy theory on the incentive mode. According to the result analysis of structural equation model, this paper puts forward the countermeasures to perfect the incentive mode of life insurance agent in our country: establishing the incentive mode of introducing fixed income to meet the physiological needs of the agent, To improve the welfare protection system of life insurance agents to increase the satisfaction of security needs, to establish an effective communication mechanism to meet the social needs of life insurance agents, and to establish a scientific training system to meet the needs of respect for life insurance agents. Personal development of life insurance agent into company planning to meet self-actualization needs. It is expected to play a positive role in the reform of life insurance agent incentive system, enhance the market competitiveness of life insurance companies, and ensure the steady and healthy development of life insurance industry in China.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.62

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