我国寿险销售渠道优化升级研究

发布时间：2018-06-20 19:36

本文选题：人寿保险 + 销售渠道　；参考：《西南财经大学》2013年硕士论文

【摘要】：自我国恢复保险业以来,经过近三十年时间的发展,寿险业取得了巨大的进步。寿险市场的深度、广度等较成熟市场的差距均表明未来的寿险市场发展空间巨大。但是,近几年我国寿险市场的实际表现并不理想。各寿险公司均出现保费收入增速减缓,退保率显著提高,赔付率增加,偿付能力减弱等现象；在销售渠道方面,个人代理渠道的增员难、留员难,银保渠道增长乏力,销售误导严重等问题均严重影响了寿险业的健康发展。寿险业的发展离不开销售渠道的支持。在面临增长困境的情况下,探讨如何解决各销售渠道的现存问题具有迫切性和必要性。因此,本文的研究以现有的渠道为基础,剖析存在的问题,根据寿险市场发展的趋势,探究寿险销售渠道的优化升级。本文的具体章节内容安排如下,第1章是导论,提出本文的研究背景与意义,概括介绍国内外关于本论题的相关研究,介绍本文采取的主要研究方法,给出创新点与不足之处。第2章是介绍相关的理论知识,作为寿险销售渠道的理论基础。本文将理论知识分两大主要部分：一是寿险及其产品特点,二是销售渠道及其特点。第3章详细论述我国寿险销售渠道的发展演进历程以及六大主要渠道现状,将寿险业的发展史与产品的演变以及渠道的发展结合分析。第4章述评了日本、台湾成熟寿险市场。包括这两者寿险市场的发展历程,着重介绍销售渠道的演进过程,总结提出对我国销售渠道的发展启示。第5章则是在前述的内容的基础上,先是对寿险业发展的宏观因素进行分析,然后概括得出寿险业及其销售渠道的未来发展趋势,由此研究推进寿险销售渠道的优化升级措施。第6章是本文的结尾部分,概括了本研究的基本结论,并展望未来该领域可能的发展。关于我国寿险销售渠道的问题,国内以往的研究主要从渠道本身的角度来展开。根据寿险公司的要求以及渠道的特点来讨论得出渠道的优化措施。本文则在研究渠道特点的同时关注寿险销售渠道的整体发展趋势,在两者相结合的基础上进行研究。本文可能的创新之处在于尝试从宏观与微观相结合分析的角度出发,不仅研究寿险销售渠道本身所具备的的特点,还将整个寿险业的发展和渠道的发展趋势纳入考虑范围,把握行业发展趋势,以此作为基础前提来得出研究所希望的结论。
[Abstract]:After nearly 30 years of development, the life insurance industry has made great progress since the recovery of insurance industry in China. The gap between the depth and breadth of the life insurance market indicates that the future life insurance market has a huge space for development. However, in recent years, the actual performance of China's life insurance market is not ideal. All the life insurance companies have experienced such phenomena as slowing down the growth of premium income, significantly increasing the rate of refund, increasing the loss rate, weakening the solvency, etc. In terms of sales channels, it is difficult for individual agents to increase staff, difficult to retain staff, and the growth of the bancassurance channel is weak. Misguided sales and other problems have seriously affected the healthy development of the life insurance industry. The development of life insurance industry can not be separated from the support of sales channels. In the face of growth dilemma, it is urgent and necessary to discuss how to solve the existing problems of various sales channels. Therefore, based on the existing channels, this paper analyzes the existing problems and explores the optimization and upgrading of the life insurance sales channels according to the trend of the development of the life insurance market. The content of the specific chapters is arranged as follows: chapter 1 is an introduction, the research background and significance of this paper is proposed, the relevant research on this topic at home and abroad is introduced, the main research methods adopted in this paper are introduced, and the innovation points and deficiencies are given. The second chapter is to introduce the relevant theoretical knowledge, as the theoretical basis of life insurance sales channels. This article divides the theory knowledge into two main parts: first, the life insurance and its product characteristic, the second is the sale channel and the characteristic. The third chapter discusses the development and evolution of life insurance sales channels in China and the current situation of six major channels, combining the development of life insurance industry with the evolution of products as well as the development of channels. Chapter 4 reviews the mature life insurance market in Japan and Taiwan. It includes the development course of these two life insurance markets, introduces the evolution process of the sales channels, and summarizes the enlightenment to the development of the sales channels in our country. The fifth chapter is on the basis of the above content, first carries on the analysis to the life insurance industry development macroscopic factor, then generalizes the life insurance industry and its sale channel future development tendency, thus studies the promotion life insurance sale channel optimization promotion measure. Chapter 6 is the last part of this paper, which summarizes the basic conclusions of this study and looks forward to the possible development in this field in the future. About the problem of life insurance sales channel in our country, the domestic previous research mainly starts from the angle of the channel itself. According to the requirements of the life insurance company and the characteristics of the channel to discuss the channel optimization measures. In this paper, the characteristics of the channel at the same time to pay attention to the overall development trend of life insurance sales channels, on the basis of the combination of the two research. The possible innovation of this paper lies in trying to study not only the characteristics of the life insurance sales channel itself, but also the development of the whole life insurance industry and the development trend of the life insurance industry from the perspective of the combination of macro and micro analysis. Grasp the development trend of the industry, as a basic premise to draw the conclusions of the research hope.
【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

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