我国寿险个人代理营销模式及完善
发布时间：2018-09-04 07:51
【摘要】：寿险公司通过挖掘潜在顾客对风险转嫁的需求,以人身险这一特殊的商品为客体,运用各种手段策划、组织、和实现人身险产品的销售,将人身险产品提供给消费者,同时满足消费者转嫁风险的需求以及寿险公司实现长远经营的需求。这一过程即为寿险营销。 如今,中国寿险业的发展面临着一系列转变。经营方式由粗放转向精细化,销售方式由传统化转向专业化,专注点由产品转向客户。这一系列的转变和变化,对于整个中国寿险业未来发展起着重要的起承转合作用。 1992年,个人代理人制度由美国友邦引入中国,宣告了我国寿险业的蓬勃开始,也是我国个人寿险营销制度的真正起步。在很长的一段时间里,个人寿险营销机制作为寿险营销的主要方法,为我国寿险业务的扩大以及寿险公司的盈利做出了重要的贡献。但时至今日,个人代理人制度已不复往日荣光,先进灵活、代理人收入高的特质逐渐淡化,取而代之的是一个面临着全面挑战的局面,营销队伍整体素质下滑、队伍发展阻滞、增员难、留存低、销售误导等形式的服务水平的下降都是目前个人代理人制度持续良性发展的障碍和壁垒。然而无论是从保险业的发展历程或者是保险商品的特殊性要求来看,个人代理人制度还将长期存在下去。在新的形势下,外有异业的激烈竞争,内有保险行业经营水平本身的不足与限制,若要继续保持寿险业的持续健康稳定发展,寿险个人代理人制度的改革与完善势在必行。个人代理人制度作为保险公司营销体制中最要的组成部分,在未来一段时间内也依然将是寿险营销的主要模式之一,其制度是否完善,小到影响一家寿险公司的经营结果,大到关系整个寿险行业发展的前途。 本文基于这样的目的,从我国寿险市场出发,描述目前我国寿险公司寿险个人代理营销模式的经营现状,指出寿险个人代理人制度存在的一系列问题,主要是营销队伍整体素质不高、增员困难、留存率低、代理人短期行为严重,并对这些问题的产生进行分析,提出寿险营销方式创新的意义以及一系列完善个人代理人制度的建议。 本文的主要结构如下：第一章是导言。这一章主要陈述了选题的背景与意义、文献综述及评述、研究框架、本文的主要观点与不足；第二章是寿险个人代理营销模式的理论分析。本章描述了个人代理营销模式的定义及其特点、阐述了有效的个人代理营销模式的构成要素应包含高素质的营销队伍、高成长性的行业背景以及有效的激励机制；第三章是我国寿险个人代理营销模式的实证分析。本章在肯定了我国个人代理营销模式的积极效应,以及个人代理人作为主导营销模式的必然性,详细阐述了我国寿险个人代理营销模式的现状,指出了个人代理营销模式存在的问题,并深入分析了问题产生的原因。第四章是完善寿险个人代理营销模式的建议。
[Abstract]:Life insurance companies use various means to plan, organize, and realize the sale of life insurance products by tapping the demand of potential customers for risk transfer, taking life insurance as the object of this special commodity, and providing life insurance products to consumers. At the same time to meet the needs of consumers to transfer risk and life insurance companies to achieve long-term business needs. This process is life insurance marketing. Now, the development of China's life insurance industry is facing a series of changes. Business style from extensive to refined, sales from traditional to professional, focus from products to customers. This series of changes and changes play an important role in the future development of the whole life insurance industry in China. In 1992, the personal agent system was introduced into China by American friends, which declared the flourishing of life insurance industry in China. Also is our country individual life insurance marketing system the real start. For a long time, the personal life insurance marketing mechanism, as the main method of life insurance marketing, has made important contributions to the expansion of life insurance business and the profit of life insurance companies in our country. But today, the individual agent system has lost its past glory, advanced and flexible, and the characteristics of high agent income are gradually desalinated, replaced by a situation that faces a comprehensive challenge. The overall quality of the marketing team has declined, and the development of the team has been blocked. The decline of service level, such as difficult to increase staff, low retention and misleading sales, is an obstacle and barrier to the sustained and benign development of personal agent system. However, no matter from the development of insurance industry or the particularity of insurance commodities, the system of individual agent will continue to exist for a long time. Under the new situation, there is fierce competition outside the insurance industry and the shortage and restriction of the management level of the insurance industry itself. If we want to maintain the sustained and healthy development of the life insurance industry, it is imperative to reform and perfect the personal agent system of the life insurance industry. As the most important part of the insurance company's marketing system, the personal agent system will still be one of the main modes of life insurance marketing in the future. Whether its system is perfect or not, it is small enough to affect the operating results of a life insurance company. Big to the whole life insurance industry development prospects. Based on this purpose, this paper describes the current situation of personal agent marketing mode of life insurance companies in our country, and points out a series of problems in the system of personal agents of life insurance. The main reasons are that the overall quality of the marketing team is not high, the increase in staff is difficult, the retention rate is low, the short-term behavior of the agent is serious, and the emergence of these problems is analyzed. Put forward the significance of life insurance marketing innovation and a series of suggestions to improve the personal agent system. The main structure of this paper is as follows: the first chapter is the introduction. This chapter mainly describes the background and significance of the topic, literature review and comments, research framework, the main views and shortcomings of this paper; the second chapter is the theoretical analysis of personal agent marketing model of life insurance. This chapter describes the definition and characteristics of the personal agent marketing model, and expounds that the constituent elements of an effective personal agency marketing model should include a high-quality marketing team, a high growth industry background and an effective incentive mechanism. The third chapter is the empirical analysis of personal agent marketing model of life insurance in China. This chapter affirms the positive effect of personal agent marketing model and the inevitability of individual agent as leading marketing mode, and elaborates the current situation of personal agent marketing model in China. This paper points out the problems existing in the personal agent marketing model, and analyzes the causes of the problems in depth. The fourth chapter is the suggestion of perfecting the personal agent marketing mode of life insurance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3
本文编号：2221454
[Abstract]:Life insurance companies use various means to plan, organize, and realize the sale of life insurance products by tapping the demand of potential customers for risk transfer, taking life insurance as the object of this special commodity, and providing life insurance products to consumers. At the same time to meet the needs of consumers to transfer risk and life insurance companies to achieve long-term business needs. This process is life insurance marketing. Now, the development of China's life insurance industry is facing a series of changes. Business style from extensive to refined, sales from traditional to professional, focus from products to customers. This series of changes and changes play an important role in the future development of the whole life insurance industry in China. In 1992, the personal agent system was introduced into China by American friends, which declared the flourishing of life insurance industry in China. Also is our country individual life insurance marketing system the real start. For a long time, the personal life insurance marketing mechanism, as the main method of life insurance marketing, has made important contributions to the expansion of life insurance business and the profit of life insurance companies in our country. But today, the individual agent system has lost its past glory, advanced and flexible, and the characteristics of high agent income are gradually desalinated, replaced by a situation that faces a comprehensive challenge. The overall quality of the marketing team has declined, and the development of the team has been blocked. The decline of service level, such as difficult to increase staff, low retention and misleading sales, is an obstacle and barrier to the sustained and benign development of personal agent system. However, no matter from the development of insurance industry or the particularity of insurance commodities, the system of individual agent will continue to exist for a long time. Under the new situation, there is fierce competition outside the insurance industry and the shortage and restriction of the management level of the insurance industry itself. If we want to maintain the sustained and healthy development of the life insurance industry, it is imperative to reform and perfect the personal agent system of the life insurance industry. As the most important part of the insurance company's marketing system, the personal agent system will still be one of the main modes of life insurance marketing in the future. Whether its system is perfect or not, it is small enough to affect the operating results of a life insurance company. Big to the whole life insurance industry development prospects. Based on this purpose, this paper describes the current situation of personal agent marketing mode of life insurance companies in our country, and points out a series of problems in the system of personal agents of life insurance. The main reasons are that the overall quality of the marketing team is not high, the increase in staff is difficult, the retention rate is low, the short-term behavior of the agent is serious, and the emergence of these problems is analyzed. Put forward the significance of life insurance marketing innovation and a series of suggestions to improve the personal agent system. The main structure of this paper is as follows: the first chapter is the introduction. This chapter mainly describes the background and significance of the topic, literature review and comments, research framework, the main views and shortcomings of this paper; the second chapter is the theoretical analysis of personal agent marketing model of life insurance. This chapter describes the definition and characteristics of the personal agent marketing model, and expounds that the constituent elements of an effective personal agency marketing model should include a high-quality marketing team, a high growth industry background and an effective incentive mechanism. The third chapter is the empirical analysis of personal agent marketing model of life insurance in China. This chapter affirms the positive effect of personal agent marketing model and the inevitability of individual agent as leading marketing mode, and elaborates the current situation of personal agent marketing model in China. This paper points out the problems existing in the personal agent marketing model, and analyzes the causes of the problems in depth. The fourth chapter is the suggestion of perfecting the personal agent marketing mode of life insurance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3
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