本文關(guān)鍵詞： 農(nóng)村人身保險 銷售模式 農(nóng)村居民　出處：《中南林業(yè)科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放以來,中國農(nóng)村地區(qū)由傳統(tǒng)經(jīng)濟向現(xiàn)代化經(jīng)濟的轉(zhuǎn)型,隨著農(nóng)業(yè)機械化程度的提高與市場經(jīng)濟的深入,我國農(nóng)村地區(qū)中許多勞動力從耕作中脫離出來,外出務(wù)工的人數(shù)越來越多,在由原有的小農(nóng)經(jīng)濟向社會化大生產(chǎn)轉(zhuǎn)變的趨勢日益增強的前提下,逐漸富裕起來的農(nóng)村居民越來越感受到來自養(yǎng)老、失業(yè)、子女教育、醫(yī)療保障等多方面的危機,農(nóng)村居民對自身身風(fēng)險保障的需求越來越大。隨著這些年中國保險市場的快速發(fā)展,我國農(nóng)村人身保險市場也得到了快速發(fā)展,但是我國農(nóng)村人身保險市場的進一步發(fā)展受到了許多制約因素的影響,其中最主要的就是農(nóng)村人身保險的銷售模式問題。 湖南省是中國中西部經(jīng)濟發(fā)展最活躍的省區(qū)之一,土地面積達21.18萬平方公里,占全國土地面積的2.2%。2012年,湖南全省地區(qū)生產(chǎn)總值突破兩萬億大關(guān),達到22154.2億元,其總量排名在全國第10位。經(jīng)濟的發(fā)展,也帶動了湖南省人身保險業(yè)的發(fā)展,截至2012年底,全省總共有人身保險公司25家,人身險原保費收入達320億元,總保費465億元,全國排第11名,相比于2004年全省保費收入67.13億元,翻了將近7倍。然而在湖南省人身保險高速發(fā)展的同時,農(nóng)村人身保險市場的開發(fā)卻發(fā)展速度相對較慢,截止2011年上半年,全省真正進入農(nóng)村人身保險市場的企業(yè)只有6家：中國人壽、平安人壽、太平洋人壽、新華人壽、泰康人壽和中國人保壽險,嘉禾(農(nóng)銀)人壽、合眾人壽、太平人壽雖有涉及農(nóng)村市場,但是還處于初級開發(fā)階段。同時業(yè)務(wù)開展極度不平衡,中國人壽一家獨大,2005年中國人壽在湖南縣域人身保險市場的市場份額達到81.7%,遠超其他公司。要改變這種現(xiàn)狀,加快湖南農(nóng)村人身保險市場的發(fā)展速度,必須從根源上解決問題,改進現(xiàn)有的銷售模式。 目前在湖南農(nóng)村人身保險市場的銷售模式主要有個人代理銷售模式和兼業(yè)機構(gòu)代理銷售模式兩種。對于個人代理銷售模式而言,存在的問題有：銷售方式比較傳統(tǒng)、銷售人員專業(yè)素質(zhì)和道德修養(yǎng)有待提高、供給主體相對較少、產(chǎn)品不適合農(nóng)村現(xiàn)狀、服務(wù)水平欠佳。兼業(yè)機構(gòu)代理銷售模式同樣存在很多問題：代理費用偏高、隊伍力量薄,基礎(chǔ)管理弱、產(chǎn)品銷售結(jié)構(gòu)單一、開發(fā)程度低,業(yè)務(wù)潛力巨大、銷售觀念相對落后。本文就目前實行的兩種銷售模式進行詳細的分析,并提出整改意見,湖南農(nóng)村人身保險市場要加快發(fā)展速度,兩種模式都需要齊頭并進。現(xiàn)代社會是一個多元化的社會,農(nóng)村人身保險的銷售模式也必須朝著多遠化的銷售模式發(fā)展,組合銷售模式發(fā)展是一種需要,也是一種必然結(jié)果。
[Abstract]:Since the reform and opening up, China's rural areas have changed from traditional economy to modern economy. With the improvement of agricultural mechanization and the deepening of market economy, many labor forces in rural areas of China have been separated from farming. The number of migrant workers is increasing. On the premise of the growing trend from the original small-scale peasant economy to the socialized mass production, the gradually affluent rural residents feel more and more from the old-age, unemployed, and children's education. With the crisis of medical security and other aspects, the demand of rural residents for their own personal risk security is increasing. With the rapid development of China's insurance market in recent years, the rural life insurance market in China has also been developing rapidly. However, the further development of the rural life insurance market in China is affected by many restrictive factors, the most important of which is the sale mode of the rural personal insurance. Hunan Province is one of the most active provinces and regions with economic development in central and western China, with a land area of 211,800 square kilometers, accounting for 2.2.2012 of the total land area of the country. The gross domestic product of Hunan Province exceeded the 2 tillion mark, reaching two tillion two hundred and fifteen billion four hundred and twenty million yuan. Its total amount ranks 10th in the country. The economic development has also led to the development of the personal insurance industry in Hunan Province. As of end of 2012, there were 25 personal insurance companies in the province, with original premium income of 32 billion yuan and total premium of 46.5 billion yuan. China ranked 11th in the country, compared with six billion seven hundred and thirteen million yuan in insurance premiums in 2004, an increase of nearly seven times. However, with the rapid development of life insurance in Hunan Province, the development of the rural life insurance market has been relatively slow. As of the first half of 2011, There are only 6 enterprises in the province that really enter the rural life insurance market: China Life, Ping an Life, Pacific Life, New China Life, Taikang Life and China Life Insurance, Jiahe (Agricultural Bank) Life, United Life, Although Taiping Life is involved in the rural market, it is still in the initial stage of development. At the same time, its business development is extremely unbalanced. In 2005, China Life Insurance had a market share of 81.7 percent in Hunan's county life insurance market, far exceeding other companies. To change this situation and speed up the development of Hunan's rural life insurance market, we must solve the problem at the root. Improve the existing sales model. At present, there are two kinds of sales models in Hunan rural personal insurance market: personal agency sales model and concurrent-business agency sales model. For the personal agency sales model, there are some problems: the sales mode is relatively traditional. The professional quality and moral accomplishment of sales personnel need to be improved, the main body of supply is relatively small, the products are not suitable for the present situation in rural areas, and the service level is not good. There are many problems in the sales model of concurrent-business organizations: the agency cost is on the high side, the strength of the team is thin, The basic management is weak, the product sales structure is single, the development level is low, the business potential is huge, the sales concept is relatively backward. In order to speed up the development of Hunan's rural life insurance market, both modes need to go hand in hand. The modern society is a diversified society, and the marketing model of rural personal insurance must also develop towards a more distant marketing model. Combination sales model development is a need, but also an inevitable result.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F842.62;F323.89

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