基于职业形象视角提高个人代理人素质的研究

发布时间：2018-06-18 13:37

本文选题：个人代理人 + 准入机制　；参考：《贵州财经大学》2014年硕士论文

【摘要】：自1992年美国友邦保险公司首次引进个人代理人销售模式以来，个人代理人在我国经历几十年发展，规模上拓展迅速、大幅提升，对保费收入、保险宣传等方面做出重大贡献。然而，在发展的过程中也出现众多弊端，如销售误导、销售扰民、保险服务水平低等短期行为，降低个人代理人素质，影响个人代理人职业形象，进一步研究，个人代理人素质主要原因有佣金制度不合理、准入机制过低、培训制度不合理、监管缺失、消费者保险意识淡薄等。个人代理人职业形象是以消费者利益为评价标准。据中国保险监督管理委员会公布的2013年前三季度投诉情况显示，总共有15080件，主要以退保纠纷、理赔纠纷、承保纠纷为主，严重影响我国保险业形象。个人代理人销售模式作为保险产品营销的主要渠道，其保费收入占全国保费收入比重，一直趋于较大的比例且波动较小，据此可认为个人代理人在很大程度上代表着整个保险行业的形象。个人代理人素质是指在销售过程中受佣金制度、教育、约束机制等因素影响形成的，通过个人代理人行为表现出来，主要表现形式有销售误导、销售扰民、保险服务水平低等短期行为。个人代理人素质主要包括专业素质和保险职业道德。因此，个人代理人素质偏低是造成职业形象不佳的主要原因。进一步分析，佣金制度不合理、准入机制偏低、培训制度不合理、监管缺失、消费者保险意识淡薄等是个人代理人素质偏低的主要原因。针对个人代理人素质问题，本文结合个人代理人的专业背景、从业时间、对自己经营业务熟悉度、对自身法律责任的了解程度等四个变量与职业形象的影响分析，再同美国和日本的佣金制度、准入机制、培训制度、监管制度进行对比分析。根据我国保险业的实际情况，就提高个人代理人的专业素质和保险职业道德从佣金制度、准入机制、个人代理人管理、监管等几个方面提出建议和措施。本文主要结构，全文分为六章：第一章：绪论。主要分析本文选题背景及意义、国内外文献综述、相关理论基础、研究内容及方法。第二章：个人代理人职业形象的现状及原因。本章主要对销售误导、销售扰民、保险服务水平低等短期行为进行分析，提出影响我国个人代理人职业形象的主要问题。第三章：个人代理人素质存在的问题。本章主要对佣金制度、准入机制、培训制度、监管、消费者保险意识等进行了分析，探讨影响个人代理人素质的主要原因。第四章：个人代理人素质对职业形象的影响分析。针对个人代理人素质的主要影响因素，结合个人代理人职业形象表现形式，选取个人代理人的专业背景、对自己经营业务熟悉度、对自身法律责任的了解程度与职业形象做实证分析。第五章：国外提升个人代理人素质措施的借鉴及启示。本章主要对美国和日本个人代理人的准入机制、培训体系、佣金制度等方面进行了分析，借鉴成功经验。第六章：提高个人代理人素质的措施及建议。本章主要从个人代理人佣金制度、准入机制、管理、监管等几个方面对提高个人代理人专业素质与保险职业道德提出建议和措施。本文创新之处：一、一个全新角度(职业形象)对提高个人代理人素质进行了研究。二、在写作内容上，站在前人分析基础上，从不同角度提出提高个人代理人素质措施和建议。具体有：首先，对个人代理人佣金，提出区别对待，采用不同的佣金给付方式；其次，完善个人代理人信息披露制度，提出构建个人代理人信息档案，对个人代理人引进评分，并建立评分标准。本文不足之处：一、对提高个人代理人素质研究不够深入，更多是在宏观上进行研究。二、在个人代理人素质与保险纠纷实证分析上，数据不够完善，虽然对实证结果影响不大，但在一定程度上缺乏严谨。三、提出新老个人代理人采用不同佣金制度，但没有计算出区分新老个人代理人的临界点。
[Abstract]:Since the first introduction of personal agent sales model by AIA in 1992 , personal representative has made great contributions to the development of personal agent in China for several decades . However , in the course of development , there are many abuses such as misleading , sales disturbance , low level of insurance service , reducing personal representative quality , influencing the professional image of personal agent , further research , the main reason of personal representative ' s quality is unreasonable commission system , low access mechanism , unreasonable training system , lack of supervision , weak consciousness of consumer insurance , etc .

The personal representative ' s professional image is based on the consumer ' s interest . According to the three - quarters report of the China Insurance Regulatory Commission in the first three quarters of 2013 , there are 15080 , mainly in the form of refund dispute , settlement dispute and insurance dispute . The personal representative ' s quality mainly includes professional quality and insurance professional ethics .

In view of the personal agent ' s quality problem , this paper analyzes the influence of four variables and professional image , such as the professional background of personal agent , the professional time , the knowledge degree of his own legal responsibility and the influence of the professional image , and compares the commission system , admission mechanism , training system and supervision system of American and Japan . According to the actual situation of insurance industry in our country , some suggestions and measures are put forward in terms of improving the professional quality of personal agent and insurance professional ethics from commission system , admission mechanism , personal agent management , supervision and so on .

The main structure of this paper is divided into six chapters :

Chapter One : Introduction . It mainly analyzes the background and significance of the topic selection , the literature review at home and abroad , the relevant theoretical basis , the research contents and methods .

Chapter 2 : The present situation and reason of personal representative ' s professional image . This chapter mainly analyzes the short - term behavior such as misleading sale , sales disturbance and low level of insurance service , and puts forward the main problems that affect the professional image of personal agent in our country .

Chapter 3 : The problems of personal representative quality . This chapter mainly analyzes the commission system , the admittance mechanism , the training system , the supervision , the consumer ' s insurance consciousness and so on , and probes into the main reasons that influence the personal representative ' s quality .

Chapter Four : The analysis of the influence of personal agent ' s quality on professional image . In view of the main influencing factors of personal agent ' s quality , combining the form of personal representative ' s professional image , selecting the professional background of personal agent , knowing the degree of business familiarity , and making an empirical analysis of the degree of knowledge and professional image of his own legal liability .

Chapter 5 : Reference and inspiration for the improvement of personal representative quality measures abroad . This chapter mainly analyzes the admission mechanism , training system and commission system of personal agents in the United States and Japan , and draws on the successful experience .

Chapter 6 : Measures and suggestions for improving personal representative quality . This chapter mainly puts forward suggestions and measures to improve the professional quality of personal agent and insurance professional ethics from aspects of personal agent commission system , admission mechanism , management and supervision .

Innovation in this article :

Firstly , a new angle ( professional image ) has been studied to improve the personal representative ' s quality .

Secondly , on the basis of the analysis of the former , the author puts forward the measures and suggestions for improving personal representative quality from different angles .
Secondly , perfect the personal representative information disclosure system , put forward the construction of personal representative information file , introduce the personal agent into the score , and establish the scoring standard .

The shortcomings of this paper are as follows :

Firstly , the research on improving the quality of personal representative is not enough , and more is to study in the macro - scale .

Second , in the case of personal agent ' s quality and insurance dispute empirical analysis , the data is not perfect , although the impact on the positive result is not big , but in a certain extent lacks rigorous .

3 . It is proposed that the new and old personal agents adopt different commission systems , but there is no calculation of the critical point for distinguishing between new and old personal agents .
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3

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