本文關(guān)鍵詞： 壽險(xiǎn)公司 保險(xiǎn)代理人 激勵(lì)機(jī)制 對(duì)策　出處：《西南財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)保險(xiǎn)市場(chǎng)經(jīng)過(guò)幾十年的形成和發(fā)展,民眾的意識(shí)不斷增強(qiáng),市場(chǎng)的需求不斷擴(kuò)大,特別是在上個(gè)世紀(jì)90年代初引入個(gè)人營(yíng)銷制度以后,中國(guó)保險(xiǎn)業(yè)進(jìn)入了高速發(fā)展的時(shí)期,中國(guó)保險(xiǎn)市場(chǎng)也逐漸成為了全世界頗具潛力的市場(chǎng)之一。但由于保險(xiǎn)公司和代理人之間是一種簡(jiǎn)單的委托代理關(guān)系,雙方存在著利益沖突和信息不對(duì)稱,如何對(duì)代理人進(jìn)行有效激勵(lì),以此促進(jìn)公司業(yè)務(wù)發(fā)展是本文首要研究的問(wèn)題。另外,本文就如何盡可能的降低代理人道德風(fēng)險(xiǎn)與逆選擇,規(guī)避短期行為,更好的為客戶服務(wù)也提出了一些看法。 本文以國(guó)內(nèi)一家歷史悠久、市場(chǎng)規(guī)模較大、代理人眾多、所面臨的問(wèn)題具有一定行業(yè)普遍性的公司(以下簡(jiǎn)稱R公司)作為研究對(duì)象,通過(guò)對(duì)已有研究成果的學(xué)習(xí),在委托—代理和激勵(lì)這些理論的基礎(chǔ)上進(jìn)行研究,通過(guò)定性與定量相結(jié)合、經(jīng)驗(yàn)總結(jié)、實(shí)際調(diào)查、過(guò)程觀察,個(gè)案分析等研究方法,分析研究該公司引入個(gè)人營(yíng)銷體制后對(duì)公司客戶和公司自身的影響,以及目前代理人管理制度中有關(guān)激勵(lì)的問(wèn)題及存在原因,并提出了一些解決方法。 首先,本文第一章是對(duì)研究背景、目的和意義、內(nèi)容和方法以及全文的結(jié)構(gòu)安排和創(chuàng)新點(diǎn)進(jìn)行簡(jiǎn)要的介紹。其次,第二章介紹了國(guó)內(nèi)外對(duì)激勵(lì)和委托代理的研究情況。然后,在第三章介紹R公司某分公司的基本情況、組織架構(gòu)、代理人人員結(jié)構(gòu)和流動(dòng)情況、對(duì)代理人激勵(lì)存在的問(wèn)題和原因分析。在找到原因以后,第四章就針對(duì)這些具體的問(wèn)題提出了建立完善的底薪制度、調(diào)整傭金和管理類津貼占比、代理制向員工制改革、轉(zhuǎn)變成為理財(cái)規(guī)劃師等對(duì)策。最后,在第五章對(duì)全文研究情況做了總結(jié),找到的不足的同時(shí)也為未來(lái)進(jìn)一步的研究提出了希望。本文研究成果對(duì)R公司某分公司促進(jìn)代理人隊(duì)伍績(jī)效,加快建立優(yōu)質(zhì)代理人隊(duì)伍有著積極的意義,同時(shí)也可以作為中國(guó)保險(xiǎn)代理人激勵(lì)機(jī)制改革的參考。
[Abstract]:After decades of formation and development of China's insurance market, people's awareness is constantly strengthened and the market demand is constantly expanding. Especially after the introduction of the personal marketing system in early -10s, China's insurance industry has entered a period of rapid development. China's insurance market has gradually become one of the most promising markets in the world. However, because of the simple principal-agent relationship between insurance companies and agents, there are conflicts of interest and asymmetric information between the two sides. How to motivate the agent effectively to promote the business development of the company is the most important issue in this paper. In addition, this paper discusses how to reduce the moral hazard and adverse choice of the agent as much as possible to avoid short-term behavior. Better customer service also put forward some ideas. In this paper, a company with a long history, large market scale, numerous agents and common problems in certain industries (hereinafter referred to as R Company) as the research object, through the study of the existing research results, On the basis of the principal-agent and incentive theory, through the combination of qualitative and quantitative, experience summary, actual investigation, process observation, case analysis and other research methods, This paper analyzes the influence of the company's personal marketing system on the company's customers and the company itself, as well as the problems and existing reasons in the current agent management system, and puts forward some solutions. The first chapter is a brief introduction to the research background, purpose and significance, contents and methods, as well as the structural arrangements and innovations of the full text. Secondly, the second chapter introduces the research situation of incentive and principal-agent at home and abroad. In the third chapter, we introduce the basic situation, organizational structure, agent structure and mobility of a branch of R Company, and analyze the problems and reasons of agent incentive. Chapter 4th puts forward some countermeasures to solve these problems, such as establishing a perfect base salary system, adjusting the proportion of commission and management allowance, reforming the agency system to employee system, transforming into a financial planner, etc. Finally, In chapter 5th, the author summarizes the research situation, finds the deficiency and puts forward the hope for further research. The research results of this paper promote the performance of agent team in a branch of R Company. It is of positive significance to speed up the establishment of high quality agents, and it can also be used as a reference for the reform of the incentive mechanism of insurance agents in China.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F842.3;F272.92

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