本文選題：保險　切入點：營銷員　出處：《山東大學》2015年碩士論文　論文類型：學位論文

【摘要】：“十二五”期間,我國保險業(yè)發(fā)展保持了持續(xù)、快速、穩(wěn)健增長的態(tài)勢,在新常態(tài)下保險業(yè)的發(fā)展依舊保持著活力,并深刻影響著我國社會經(jīng)濟的發(fā)展和人民群眾的生活,保險業(yè)已經(jīng)廣泛融入到我國經(jīng)濟社會發(fā)展的各個方面。在現(xiàn)行保險代理制度下,保險營銷員對保險業(yè)的發(fā)展具有至關重要的作用,對保險營銷員進行科學、合理的激勵,有助于營銷員從業(yè)積極性的提高,最終也有利于我國保險市場的蓬勃發(fā)展。本文以M保險公司為例,運用文獻資料法、案例分析法和訪談法,對其營銷員的激勵問題展開研究,并提出優(yōu)化方案和保障性措施,其目的就在于明確激勵的目標,以營銷員的需求為導向,制定切實可行的激勵方案與方法,從而達到穩(wěn)定保險營銷員隊伍、吸引更多的優(yōu)秀人才的目的。本文第一部分主要介紹本文的研究背景與意義、研究思路與內容、研究方法；第二部分是理論基礎,主要介紹委托-代理理論、激勵及其相關理論,并對保險營銷員激勵的一般理論加以闡釋；第三部分是M保險公司營口支公司營銷員激勵現(xiàn)狀,首先介紹M保險公司以及營銷員的基本情況,然后對該公司營銷員激勵的現(xiàn)狀展開分析,并通過問卷調查的方式探析M保險公司營口支公司營銷員激勵存在的問題；第四部分是M保險公司營口支公司營銷員激勵方案的優(yōu)化,基于M保險公司營銷員激勵現(xiàn)狀和存在的問題,提出優(yōu)化方案；第六部分是M保險公司營口支公司營銷員激勵優(yōu)化方案分析,論證新的營銷員激勵方案的科學性與可行性；第七部分是結論與建議,總結全文,并對M保險公司營口支公司營銷員激勵優(yōu)化方案的實施提出建議。
[Abstract]:During the 12th Five-Year Plan period, the development of China's insurance industry has maintained a sustained, rapid and steady growth trend. Under the new normal, the development of the insurance industry remains dynamic and has a profound impact on the social and economic development of our country and the life of the people. The insurance industry has been widely integrated into all aspects of China's economic and social development. Under the current insurance agency system, insurance marketers play a vital role in the development of the insurance industry, and carry out scientific and reasonable incentives for insurance marketers. This paper, taking M Insurance Company as an example, makes use of literature, case analysis and interview to study the incentive problem of marketers. And put forward the optimization plan and the supportability measure, its purpose is to make clear the goal of the incentive, take the marketer's demand as the direction, formulate the feasible incentive plan and method, thus achieve the stabilization insurance marketer troop, The first part of this paper mainly introduces the research background and significance, research ideas and contents, research methods; the second part is the theoretical basis, mainly introduces the principal-agent theory, The third part is the current situation of M insurance company marketer incentive, first introduces the basic situation of M insurance company and marketers. Secondly, the paper analyzes the current situation of marketing incentive in this company, and analyzes the problems existing in the incentive of marketer of M insurance company by means of questionnaire survey. The 4th part is the optimization of the marketing plan of Yingkou branch company of M insurance company. Based on the current situation and existing problems of the marketing member of M insurance company, the optimization scheme is put forward. Part 6th is the analysis of the incentive optimization scheme of Yingkou Branch Company of M Insurance Company to demonstrate the scientific nature and feasibility of the new incentive scheme, and part 7th is the conclusion and suggestion, which summarizes the full text. And put forward suggestions to implement the incentive optimization scheme of Yingkou branch company of M insurance company.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F842.3;F272.92

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本文編號：1610369