中国人寿吉林省分公司个险销售渠道管理优化研究

发布时间：2018-05-29 21:28

  本文选题：个险 + 销售渠道　； 参考：《吉林大学》2017年硕士论文

【摘要】：随着新国十条的颁布,递延养老、医疗统筹可购买健康险等政策的试点和推广,保障型产品将为我们带来巨大的市场机遇。而个险销售渠道作为保障型产品销售的主力军,在寿险业快速发展的新时期已经无法满足自身发展及市场竞争的要求。从市场竞争态势看,保险市场近年来迎来的飞速发展的关键时期,人民保险观念逐渐增强,市场竞争环境日趋激烈。从自身发展态势看,中国人寿作为老牌国有大型保险企业,有着不错的市场和口碑。而吉林省分公司继承了老国企优势的同时,也无可避免的在新的市场经济形势下凸显了自身的弊端。用工体制不规范、岗位职责不明晰、绩效考核不健全等一系列问题制约了公司的长远、健康发展。中国人寿吉林省分公司个险销售渠道在面临这这些问题的同时还面临着营销人员队伍老化、队伍技能较弱、新人留存率较低等一系列问题,在市场竞争同主要竞争对手的对标中也处于下风,并有被继续扩大差距的风险。本文通过对保险市场的整体分析、对吉林省寿险市场的分析、对中国人寿吉林省分公司自身现状的分析,以及市场需求分析、竞争态势分析和自身发展态势分析,得出中国人寿吉林省分公司个险销售渠道管理体系的优化方向和具体实施步骤。本文通过对“331”管理模式即:“三位一体”、“三大平台”及“一个大综合”运作模式的介绍,给出中国人寿吉林省分公司个险销售渠道管理体系优化的方案。三位一体,即队伍建设、业务发展、基础管理这三项个险销售渠道的主要工作,实现统筹兼顾,协调发展。三大平台,即城区平台、两乡平台、收展平台这三个个险销售渠道的主要平台,实现协同并进,同步发展。大综合,即综合管理体系,是三位一体、三大平台协同发展的重要保障。三位一体的经营理念,是诉求业务发展、队伍建设、基础管理的协调并进、统筹兼顾,强调的是经营理念和模式的专业、标准和固化。三大平台分类经营的理念,是诉求城区、两乡、收展平台各自潜力的激发,避免平台发展之间的相互掩盖,以模式经营扩面,以特色经营深耕。成熟的“331”组织架构可以培育高效稳定的运作团队,形成标准化的运作模式,降低干部调整带来的影响。分工明确、运行稳定的组织架构,也能促进员工提升专注力,快速成长,让优秀人才脱颖而出。成熟的“331”组织架构可以形成纵横联动的运作体系,使指挥系统和作战单元有效对接,形成高效的“大平台”作战模式,提升渠道竞争能力。
[Abstract]:With the promulgation of the new ten national policies, the pilot and promotion of the policies such as deferral of the old-age care, health insurance as a whole and so on, the guarantee products will bring us great market opportunities. As the main force of the security product sales, the individual insurance sales channel has been unable to meet the requirements of its own development and market competition in the new period of rapid development of the life insurance industry. From the market competition situation, the insurance market in recent years ushered in the key period of rapid development, people's insurance concept gradually strengthened, the market competition environment is becoming increasingly fierce. From its own development situation, China Life, as a large-scale old state-owned insurance company, has a good market and reputation. Jilin Branch inherited the advantages of the old state-owned enterprises, but also unavoidable in the new market economy situation highlighted their own shortcomings. A series of problems, such as irregular employment system, unclear job responsibilities and imperfect performance appraisal, have restricted the company's long-term and healthy development. While facing these problems, China Life Jilin Branch also faces a series of problems, such as aging marketing staff, weak team skills, low retention rate of new people, and so on. In the market competition with the main competitors in the opposition is also in the wind, and there is a risk that the gap will continue to widen. Through the whole analysis of the insurance market, the analysis of the life insurance market of Jilin Province, the analysis of the current situation of Jilin Branch of China Life Insurance Company, the analysis of the market demand, the analysis of the competition situation and the analysis of its own development situation, The optimization direction and concrete implementation steps of the management system of individual insurance sales channel of China Life Insurance Jilin Branch are obtained. Through the introduction of "331" management mode, that is, "Trinity", "three platforms" and "one big comprehensive" operation mode, this paper gives the scheme of optimizing the management system of the individual risk sales channel of China Life Insurance Jilin Province Branch. Trinity, that is, team building, business development, basic management of these three risk sales channels of the main work, to achieve overall consideration, coordinated development. Three major platforms, that is, urban platform, two rural platform, the main platform of the three risk sales channels, to achieve coordinated and simultaneous development. Grand synthesis, that is, integrated management system, is an important guarantee for the coordinated development of the three platforms. The trinity management concept is the pursuit of business development, team building, basic management coordination, overall consideration, the emphasis is on the professional management concept and model, standards and solidification. The concept of classified management of the three platforms is to appeal to the stimulation of the potential of the urban area, the two townships and the development platform, to avoid the mutual cover-up between the development of the platform, to expand the scope of the mode management, and to manage the deep ploughing with the characteristics. The mature "331" organization structure can cultivate efficient and stable operation team, form standardized operation mode and reduce the influence of cadre adjustment. Clear division of labor, stable organizational structure, can also promote staff concentration, rapid growth, so that outstanding talent stand out. The mature "331" organization structure can form the operational system of vertical and horizontal linkage, make the command system and the combat unit connect effectively, form an efficient "big platform" combat mode, and enhance the channel competition ability.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274
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本文编号：1952439