本文選題：保險(xiǎn)代理人 + 激勵(lì)機(jī)制��； 參考：《西南財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：自1992年,我國(guó)保險(xiǎn)行業(yè)引入個(gè)人保險(xiǎn)代理人制度,并迅速打開了市場(chǎng),截止2011年,全國(guó)保費(fèi)實(shí)現(xiàn)1.4萬個(gè)億,同比增長(zhǎng)10.4%�？梢哉f,個(gè)人代理人制度為我國(guó)保險(xiǎn)業(yè)、特別是壽險(xiǎn)業(yè)的發(fā)展做出了非常巨大的貢獻(xiàn)。但是隨著社會(huì)的不斷進(jìn)步,保險(xiǎn)市場(chǎng)依靠保險(xiǎn)代理人營(yíng)銷的發(fā)展態(tài)勢(shì),與當(dāng)前經(jīng)濟(jì)發(fā)展要求和國(guó)民對(duì)保險(xiǎn)的期望相比,已經(jīng)產(chǎn)生了很大的差距,而逐步顯現(xiàn)的體制弊端,尤其是保險(xiǎn)行業(yè)發(fā)展過程中一些深層次的矛盾和問題,必須要引以重視。一方面,保險(xiǎn)市場(chǎng)面臨越來越混亂的局面。保險(xiǎn)代理人相互之間出現(xiàn)了惡意競(jìng)爭(zhēng),他們?cè)谑袌?chǎng)銷售過程中相互詆毀,對(duì)客戶進(jìn)行銷售誤導(dǎo)、銷售誘騙；而保險(xiǎn)公司則為了爭(zhēng)奪保險(xiǎn)代理人相互利誘挖角,導(dǎo)致了保險(xiǎn)代理人跳槽頻繁,保險(xiǎn)公司代理人脫落率高,客戶對(duì)保險(xiǎn)代理人信任度降低。另一方面,作為保險(xiǎn)公司和客戶的聯(lián)系紐帶,保險(xiǎn)代理人代表著保險(xiǎn)公司卻只與其是一種委托代理關(guān)系,保險(xiǎn)公司對(duì)其監(jiān)管控制能力有限,保險(xiǎn)客戶更沒有權(quán)利和能力監(jiān)督保險(xiǎn)代理人,一旦保險(xiǎn)代理人背信棄義,欺騙公司和客戶,會(huì)給客戶和公司造成非常嚴(yán)重的影響。這些情況讓保險(xiǎn)代理人、保險(xiǎn)公司都陷入一個(gè)低質(zhì)的保險(xiǎn)市場(chǎng)環(huán)境中,嚴(yán)重影響了保險(xiǎn)市場(chǎng)的發(fā)展。因此,深入研究保險(xiǎn)代理人的激勵(lì)機(jī)制問題,分析問題出現(xiàn)的原因,找尋相應(yīng)的對(duì)策和措施,有利于轉(zhuǎn)變保險(xiǎn)市場(chǎng)環(huán)境,改善保險(xiǎn)公司的經(jīng)營(yíng)狀況,提升客戶對(duì)保險(xiǎn)代理人的信任度,推動(dòng)保險(xiǎn)行業(yè)持續(xù)健康穩(wěn)定的發(fā)展。 在完成對(duì)CL成都分公司激勵(lì)機(jī)制的充分調(diào)研的基礎(chǔ)上,通過梳理CL成都分公司保險(xiǎn)代理人激勵(lì)機(jī)制的現(xiàn)狀,分析了存在的問題,在對(duì)以市場(chǎng)為導(dǎo)向的保險(xiǎn)代理人激勵(lì)機(jī)制研究中,探討如何規(guī)范保險(xiǎn)代理人的展業(yè)行為,拓寬保險(xiǎn)代理人的市場(chǎng)銷售渠道,維護(hù)客戶的保險(xiǎn)利益。 從實(shí)踐應(yīng)用的角度出發(fā),結(jié)合激勵(lì)機(jī)制的理論,本文提出CL成都分公司激勵(lì)制度重構(gòu)的對(duì)策建議,主要包括：建立多層次的薪酬激勵(lì)以滿足不同層級(jí)保險(xiǎn)代理人的需求；引入了保險(xiǎn)代理人品質(zhì)考核機(jī)制,以對(duì)保險(xiǎn)代理人實(shí)施有效的監(jiān)管；建立以企業(yè)文化為軸心的榮譽(yù)體系來加強(qiáng)保險(xiǎn)代理人榮譽(yù)感；建立以持續(xù)發(fā)展為核心的職業(yè)生涯規(guī)劃,提升保險(xiǎn)代理人的成就感；在分析傳統(tǒng)保險(xiǎn)代理激勵(lì)機(jī)制的基礎(chǔ)上引入保險(xiǎn)代理人信用評(píng)估體系,在公司傳統(tǒng)的絕對(duì)業(yè)績(jī)考核指標(biāo)上加上一個(gè)相對(duì)業(yè)績(jī)?cè)u(píng)價(jià)指標(biāo),除了繼續(xù)保留傳統(tǒng)的可量化和可定性兩類大指標(biāo)體系外,引入第三方評(píng)價(jià)指標(biāo),即加入個(gè)人基本性向指標(biāo)、行為規(guī)范指標(biāo)、其他榮譽(yù)指標(biāo)三個(gè)方面18項(xiàng)指標(biāo)進(jìn)行分析評(píng)估,建立全面的保險(xiǎn)代理人信用評(píng)估激勵(lì)體系。 優(yōu)化完善保險(xiǎn)公司激勵(lì)機(jī)制能夠?qū)ΡｋU(xiǎn)代理人進(jìn)行有效的激勵(lì)和管理,培養(yǎng)保險(xiǎn)代理人健康的保險(xiǎn)銷售理念和穩(wěn)定的從業(yè)意識(shí),保障客戶的合法權(quán)益,樹立保險(xiǎn)公司積極、正面的形象,促進(jìn)我國(guó)保險(xiǎn)事業(yè)的蓬勃發(fā)展。
[Abstract]:Since 1992, the introduction of personal insurance agent system of China's insurance industry, and quickly open the market, as of 2011, the premium for 14 thousand billion, an increase of 10.4%. can be said that the individual agent system for China's insurance industry, especially the development of the life insurance industry has made a very great contribution. But with the progress of society depending on the development trend of insurance market, insurance agent marketing, compared with the expectations of the current insurance requirements of economic development and national, has produced a large gap, and gradually the defects of the system, especially some deep-seated contradictions and problems in the process of the development of the insurance industry, must be paid more attention to. On the one hand, insurance the market is facing more and more chaos. The insurance agent a malicious competition between them against each other in the marketing process, misleading sales to customers, sales of deception And the insurance company; insurance agent for mutual inducements lead to poaching, insurance agents, insurance agents of job hopping and high loss rate, customer trust in insurance agents decreased. On the other hand, as the link between the insurance company and the customer, the insurance agent represents the insurance company only and is a kind of principal-agent the relationship between the supervision of insurance company, limited ability to control, more insurance customers do not have the right and ability to supervise the insurance agent, insurance agent once treachery, cheating the company and customers, will cause serious impact to the customer and the company. These make the insurance agent, insurance companies are in a low quality of the insurance market environment, serious the influence of the development of the insurance market. Therefore, in-depth study on the incentive mechanism of insurance agent, analyzes the cause of the problem, find the corresponding countermeasures And measures are conducive to changing the insurance market environment, improving the operating conditions of insurance companies, enhancing the trust degree of customers to insurance agents, and promoting the sustained, healthy and stable development of the insurance industry.
Based on the full investigation branch incentive mechanism of CL in Chengdu on the current situation of incentive mechanism by combing CL Chengdu branch of insurance agents, analyzed the existing problems, the incentive mechanism research on market oriented insurance agent, discuss how to standardize the behavior of insurance agents in the exhibition industry, broaden the insurance agent market sales channels, maintain customer insurance interests.
From a practical perspective, combined with the incentive mechanism theory, this paper puts forward some countermeasures and suggestions, Chengdu CL company incentive system reconstruction including: the establishment of a multi-level incentive to meet the different levels of demand for insurance agent; introduced insurance agent quality assessment mechanism, to implement the effective supervision of the insurance agent; the establishment of honor the system takes enterprise culture as the axis of the insurance agent to strengthen the sense of honor; to establish the sustainable development as the core of the occupation career planning, enhance the insurance agent's sense of achievement; the introduction of insurance agent credit based on the analysis of the traditional insurance agent incentive mechanism on the evaluation system, the absolute performance evaluation index in the traditional company with a relative performance the evaluation index, in addition to retain the traditional quantitative and qualitative two kinds of index system, the introduction of third party evaluation index, i.e. We should add three indicators and 18 indicators to evaluate and establish a comprehensive insurance agent's credit evaluation incentive system.
Optimize the insurance company incentive mechanism can motivate and effective management of insurance agents, insurance agents, insurance sales training of health concept and stable practitioners awareness, safeguard the legitimate rights and interests of customers, establish the insurance company actively, positive image, promote the development of insurance industry in our country.

【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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本文編號(hào)：1760013