寿险个人营销渠道的优化升级研究

发布时间：2018-08-17 13:27

【摘要】：寿险个人营销渠道发展了二十余年。随着“个人代理制”的引入和发展,中国人身保险的保费收入从1991年的64亿元增长到2012年的1.016万亿元,寿险市场的保费规模2010年位居全球第五,发展速度非常快。但是应该看到,我国寿险营销队伍管理粗放、素质不高、稳定性较差。这种依靠代理人增员实现的扩张模式,正经受一个恶性循环的困扰,给保险公司的长期发展埋下了隐患。其深层次反映的是寿险个人营销渠道需要重新整合、需要专业化运作、需要全行业的配合与合作。对寿险个人营销渠道的研究具有重要的理论和现实意义。首先,对寿险个人营销渠道优化升级单独研究的文献甚少,主要是基于委托代理激励约束机制、企业组织经营、国际经验借鉴、中介发展等不同角度研究寿险营销体制改革。本文把寿险营销员的人才建设作为改革的重要内容,不仅有利于拓宽保险领域和渠道营销领域的研究视野,还丰富寿险个人营销渠道优化升级的内涵。其次,对于个人和家庭而言,个人寿险产品是一种特殊的金融服务产品,是个人风险规避、人生风险管理的重要工具。寿险个人营销渠道是将个人寿险产品从潜在需求转化为现实消费需求的重要渠道,对推广长期保障型和储蓄型产品具有不可替代的作用。寿险个人营销渠道优化升级可以使个人和家庭的保险理财规划更趋于完善,符合保险消费者权益保障的要求。再次,我国寿险业正处于一个重要的产业升级阶段,它要求寿险业回归保障,从以保费规模为导向、以渠道为驱动的粗放式增长向以客户为中心的内涵式发展转变。把营销队伍的问题上升到个人营销渠道的发展来研究,对保险业转变管理理念,提升自身的核心竞争力的作用不容忽视。最后,从宏观的角度看,寿险个人营销渠道的建设涉及300多万人的就业问题,如果任由其肆意发展,可能会影响到社会的稳定和整个寿险行业的持续发展,希望本文的研究能为政策层面提供一定的参考。中国的寿险销售形成了多渠道共发展的局面,其中,个人营销渠道是寿险的核心销售渠道,以“一对一”的销售模式为个人和家庭提供保险咨询,匹配相应的保险产品,满足消费者转嫁人身风险的需求。本文研究的寿险个人营销渠道优化升级主要内容是全方位、多角度、综合性地打造一支职业品行良好、专业素质过硬、职业通道清晰、可持续发展的销售队伍。本文运用历史研究、比较研究等方法,对我国寿险个人营销渠道的管理模式、特征和未来的发展趋势进行了研究。首先,回顾我国寿险个人营销渠道的发展,分析了营销队伍的基本现状和存在的问题,并指出目前寿险个人营销渠道中的主要两大激励约束机制——委托代理制和层级佣金制——不适应经济社会的发展,其优化升级的核心在于制度和经营模式的重建。从宏观层面上,笔者运用PEST模型分析寿险个人营销渠道优化升级的驱动因素,比较日本和台湾寿险个人营销渠道的演进、改革亮点和成效,提炼值得借鉴的若干方面。最后提出国内寿险个人营销渠道优化升级的对策和建议。研究的内容共分为以下5章：第1章：导论。本章阐述了研究的背景和意义,对国内外相关的研究成果进行了梳理和总结,同时发现前人研究的不足,为本文的创新找到突破口,并就现有的研究思路、创新与不足做了分析。第2章：我国寿险个人营销渠道的发展及其评价。本章是全文研究的基础部分,首先对我国寿险个人营销渠道的发展演进过程和营销队伍的基本现状进行了简单概括,分析了个人营销渠道现有的问题,在此基础上探讨当前个人营销渠道在发展上正经受的恶性循环。第3章：寿险个人营销渠道优化升级及其驱动因素。本章基于行业发展的角度,指出寿险个人营销渠道优化升级的内涵,本文研究的寿险个人营销渠道优化升级的目标和方向。最后从社会发展、行业和保险经营主体三方面探究寿险个人营销渠道优化升级的意义和必要性。第4章：日本和台湾寿险个人营销渠道发展的经验借鉴。本章重点研究了日本和台湾寿险个人营销渠道的演进、改革经验和成效,并提炼对国内有借鉴意义的启示。第5章：结论和对策建议。本章在以上研究的基础上,总结了研究的相关结论,并提出完善相关法律法规；规范行业服务标准和强化管理,如完善行业自律机制、个人营销渠道信息化管理、个人营销渠道专业化管理、规范行业流动模式；寿险个人营销专业化与优化升级的具体措施,如转变培训理念、整合多渠道资源、以细分市场为导向分级销售的角度建立专业个人营销队伍等方面,以期促进我国寿险个人营销渠道优化升级的对策建议。本文研究的可能创新有以下几点： (一)研究角度的创新。国内现有关于寿险个人营销队伍的研究,多从委托代理理论、企业组织经营、国外经验借鉴、中介发展等方面进行,对寿险个人营销渠道的研究虽已开始但不系统。本文的研究尝试运用营销渠道管理的研究框架较为系统地研究寿险个人营销渠道的问题。这种研究从宏观和微观两个层面展开,建立了比较完整的寿险个人营销渠道的研究框架。 (二)目前最新的个人营销渠道研究主要支持建立专属保险销售公司或专业代理公司,但实际上,对个人营销渠道上营销员的管理体制固有的弊端并没改变,还增加了经营成本。本文经分析提出了未来的发展理念,为实现专业化,可建立独立的第三方交易平台,转变传统的经营理念和管理体制,从理财规划的视角,全方位、多角度、综合性地建立专业个人营销队伍。
[Abstract]:With the introduction and development of "personal agent system", the premium income of life insurance in China has increased from 6.4 billion yuan in 1991 to 1.016 trillion yuan in 2012. The premium scale of life insurance market ranks fifth in the world in 2010, and the development speed is very fast. This kind of expansion mode, which relies on the increase of agents, is experiencing a vicious circle, which has buried a hidden danger to the long-term development of insurance companies.
The research on personal marketing channels of life insurance has important theoretical and practical significance. Firstly, there are few literatures on the optimization and upgrading of personal marketing channels of life insurance, mainly based on the incentive and restraint mechanism of principal-agent, enterprise organization and operation, international experience, intermediary development and other different angles to study the reform of life insurance marketing system. As an important part of the reform, the personnel construction of life insurance salesman is not only conducive to broadening the research field of insurance and channel marketing, but also enrich the connotation of optimization and upgrading of personal marketing channels. Life insurance personal marketing channel is an important channel to transform personal life insurance products from potential demand to real consumption demand. It plays an irreplaceable role in promoting long-term security and savings products. Thirdly, China's life insurance industry is in an important stage of industrial upgrading. It requires the life insurance industry to return to security, from extensive growth oriented by the scale of premiums, driven by channels to the connotation of customer-centered development. Finally, from a macroscopic point of view, the construction of the personal marketing channel of life insurance involves the employment of more than 3 million people. If we allow it to develop arbitrarily, it may affect the social stability and the sustainability of the whole life insurance industry. We hope that this study can provide some reference for policy level.
China's life insurance sales have formed a situation of multi-channel co-development, in which the personal marketing channel is the core of life insurance sales channels, with the "one-to-one" sales model for individuals and families to provide insurance advice, matching the corresponding insurance products to meet the needs of consumers to transfer personal risks. The main content of upgrading is to build a sales team with good professional conduct, excellent professional quality, clear career paths and sustainable development in an all-round, multi-angle and comprehensive way.
This paper studies the management model, characteristics and future development trend of personal marketing channels of life insurance in China by using historical research, comparative research and other methods. Firstly, it reviews the development of personal marketing channels of life insurance in China, analyzes the basic status and existing problems of marketing teams, and points out the main channels of personal marketing of life insurance at present. The two major incentive and restraint mechanisms, principal-agent system and hierarchical Commission system, are not suitable for the development of economy and society. The core of their optimization and upgrading lies in the reconstruction of the system and operation mode. The evolution of marketing channels, highlights and results of reform, refining a number of aspects worthy of reference. Finally, the domestic life insurance personal marketing channel optimization and upgrading countermeasures and suggestions.
The research contents are divided into 5 chapters.
Chapter 1: Introduction. This chapter elaborates the background and significance of the research, combs and summarizes the relevant research results at home and abroad, and finds out the shortcomings of previous studies, which provides a breakthrough for the innovation of this paper, and analyzes the existing research ideas, innovations and shortcomings.
Chapter 2: Development and Evaluation of Personal Marketing Channel of Life Insurance in China A vicious circle of development.
Chapter 3: The optimization and upgrading of personal marketing channels of life insurance and its driving factors. Based on the perspective of industry development, this chapter points out the connotation of the optimization and upgrading of personal marketing channels of life insurance. The significance and necessity of marketing channel optimization and upgrading.
Chapter 4: Japan and Taiwan's life insurance personal marketing channel development experience. This chapter focuses on the evolution of Japan and Taiwan's life insurance personal marketing channel, reform experience and results, and refine the enlightenment for domestic reference.
Chapter 5: conclusions and suggestions. On the basis of the above research, this chapter summarizes the relevant conclusions and puts forward relevant laws and regulations; standardizes the industry service standards and strengthens management, such as improving the industry self-discipline mechanism, personal marketing channel information management, personal marketing channel professional management, standardize the industry flow pattern; Specific measures for the specialization and optimization of insurance personal marketing, such as changing the concept of training, integrating multi-channel resources, establishing professional personal marketing team from the perspective of market segmentation and grading sales, are proposed to promote the optimization and upgrading of China's life insurance personal marketing channels.
The possible innovations of this paper are as follows:
(1) Innovation in research perspective. The existing domestic research on the personal marketing team of life insurance, mainly from the principal-agent theory, enterprise organization and operation, foreign experience, intermediary development and other aspects, has begun to study the personal marketing channel of life insurance, but it is not systematic. This paper systematically studies the problem of personal marketing channels of life insurance. This research starts from macro and micro levels and establishes a relatively complete research framework of personal marketing channels of life insurance.
(2) The latest research on personal marketing channels mainly supports the establishment of exclusive insurance sales companies or professional agents, but in fact, the inherent drawbacks of the management system of the marketing staff in the personal marketing channels have not changed and the operating costs have increased. The third-party trading platform should change the traditional management concept and management system, and establish a professional personal marketing team from the perspective of financial planning, all-round, multi-angle and comprehensive.
【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】：F842.62;F274

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