本文選題：風(fēng)險(xiǎn)溝通 + 退保事件　； 參考：《西南財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：近年來(lái),在經(jīng)濟(jì)全球化、信息全球化的浪潮推動(dòng)下,在我國(guó)不斷加快經(jīng)濟(jì)轉(zhuǎn)型和深入改革的背景下,社會(huì)進(jìn)入了一個(gè)高度風(fēng)險(xiǎn)狀態(tài)。此時(shí),自然災(zāi)害如“汶川地震”,公共衛(wèi)生事件如“非典”、“禽流感”、“三鹿奶粉”等社會(huì)危機(jī)事件的爆發(fā),不僅直接威脅到了人民群眾的生命安全,而且極易引起公眾的恐慌,影響社會(huì)的穩(wěn)定。在保險(xiǎn)領(lǐng)域中,保險(xiǎn)公司以大數(shù)法則為數(shù)理基礎(chǔ)將公眾的多種風(fēng)險(xiǎn)進(jìn)行集聚和分散,達(dá)到損失經(jīng)濟(jì)補(bǔ)償、保障社會(huì)穩(wěn)定的作用,但由于保單持有人擁有退保的權(quán)利,常常因?yàn)楸坞p方風(fēng)險(xiǎn)信息的不對(duì)稱而發(fā)生退保。在極端情況下,大范圍大規(guī)模的退保事件會(huì)動(dòng)搖保險(xiǎn)公司的經(jīng)營(yíng)基礎(chǔ),使保險(xiǎn)公司陷入財(cái)務(wù)危機(jī)甚至破產(chǎn)危機(jī),保單無(wú)法得到補(bǔ)償或給付。此時(shí),公眾會(huì)因此陷入恐慌,產(chǎn)生連帶的“蝴蝶效應(yīng)”,危及到其他保險(xiǎn)公司、金融機(jī)構(gòu)及其客戶群,保險(xiǎn)、金融市場(chǎng)有可能發(fā)生劇烈動(dòng)蕩,人民的經(jīng)濟(jì)安全和社會(huì)的穩(wěn)定性將受到威脅。 在傳媒化的社會(huì)下,退保事件的信息以超乎想象的速度和廣度被傳播著,影響著相關(guān)公眾的思想和行為。風(fēng)險(xiǎn)信息具有傳播速度快,破窗效應(yīng)和變異度高的特點(diǎn),往往還會(huì)誘發(fā)二次退保潮。在退保事件中,公眾希望第一時(shí)間接收到客觀真實(shí)的風(fēng)險(xiǎn)信息,信息內(nèi)容不僅應(yīng)當(dāng)包括退保事件盡可能詳細(xì)的情況,而且應(yīng)當(dāng)包括事件發(fā)生前、發(fā)生時(shí)、發(fā)生后保險(xiǎn)公司和保險(xiǎn)監(jiān)管機(jī)構(gòu)的應(yīng)對(duì)措施。同時(shí),公眾希望自己保險(xiǎn)公司和保險(xiǎn)監(jiān)管機(jī)構(gòu)能夠?qū)ζ湫畔⑿枨蠛蛦栴}予以反饋,緩解恐慌情緒。但是目前我國(guó)保險(xiǎn)領(lǐng)域中無(wú)論是保險(xiǎn)公司還是保險(xiǎn)監(jiān)管機(jī)構(gòu),都以封閉退保事件信息為主要措施,風(fēng)險(xiǎn)信息多為單向傳遞,對(duì)公眾的信息發(fā)布從時(shí)效性和內(nèi)容上都不能滿足公眾的需求。這種在退保事件中風(fēng)險(xiǎn)信息不對(duì)稱的矛盾迫切需要通過建立風(fēng)險(xiǎn)溝通機(jī)制來(lái)解決。 風(fēng)險(xiǎn)溝通理論在二十世紀(jì)70年代才提出,是一種主觀建構(gòu)派的風(fēng)險(xiǎn)管理模式。通過幾十年的發(fā)展,該理論認(rèn)為風(fēng)險(xiǎn)不僅僅是損失的客觀不確定性,還包括公眾對(duì)損失不確定性的情感反應(yīng)；為緩解公眾對(duì)風(fēng)險(xiǎn)的負(fù)面情感,組織必須與公眾建立長(zhǎng)期的信任；通過平等的雙向溝通模式,讓組織與公眾成為可靠的伙伴關(guān)系,為公眾在面對(duì)風(fēng)險(xiǎn)時(shí)提供合理的規(guī)避風(fēng)險(xiǎn)的選擇。目前在保險(xiǎn)領(lǐng)域中,保險(xiǎn)公司和保險(xiǎn)監(jiān)管機(jī)構(gòu)對(duì)退保事件風(fēng)險(xiǎn)溝通重要性還認(rèn)識(shí)不足,相關(guān)規(guī)章及溝通模式還未健全。因此,發(fā)現(xiàn)當(dāng)前退保事件風(fēng)險(xiǎn)溝通中的問題,研究建立完善合理的退保事件風(fēng)險(xiǎn)溝通機(jī)制是很有意義的。 本文在大量文獻(xiàn)研究的基礎(chǔ)上,創(chuàng)新性地將退保事件納入社會(huì)風(fēng)險(xiǎn)的角度下進(jìn)行考察,結(jié)合退保事件的風(fēng)險(xiǎn)特征分析保險(xiǎn)領(lǐng)域保險(xiǎn)監(jiān)管機(jī)構(gòu)、保險(xiǎn)公司和公眾在退保事件中風(fēng)險(xiǎn)溝通面臨的問題和挑戰(zhàn)。探討在信息化社會(huì)背景下,面對(duì)退保事件,如何建立一個(gè)集監(jiān)管機(jī)構(gòu)和保險(xiǎn)公司信息公開、傳媒報(bào)道、公眾參與于一體的科學(xué)合理的風(fēng)險(xiǎn)溝通機(jī)制,從事件發(fā)生前、中、后三個(gè)階段實(shí)現(xiàn)多方的和諧溝通,從而順利化解退保事件危機(jī),消除社會(huì)風(fēng)險(xiǎn)隱患。為充分論述觀點(diǎn),本文共分為以下六章： 第一章導(dǎo)論論述了本文的研究背景和意義、國(guó)內(nèi)外文獻(xiàn)綜述、研究方法和思路、文章結(jié)構(gòu)和創(chuàng)新點(diǎn)。 第二章分析與本文研究相關(guān)的基本概念和理論,介紹了一般性退保風(fēng)險(xiǎn)、退保事件風(fēng)險(xiǎn)以及風(fēng)險(xiǎn)溝通理論,然后將三者有機(jī)結(jié)合起來(lái),構(gòu)建出保險(xiǎn)領(lǐng)域退保事件風(fēng)險(xiǎn)溝通機(jī)制的基本框架,論述了風(fēng)險(xiǎn)溝通在退保事件中的意義、研究主體、作用機(jī)理以及風(fēng)險(xiǎn)溝通具體需求。從理論層面上對(duì)本文的研究指明了方向。 第三章分別從保險(xiǎn)監(jiān)管機(jī)構(gòu)、保險(xiǎn)公司、媒體三個(gè)研究主體出發(fā),研究了他們?cè)谌粘１O(jiān)管和經(jīng)營(yíng)中、輿情事件和退保糾紛中以及退保事件發(fā)生后的風(fēng)險(xiǎn)溝通的現(xiàn)狀�？偟膩�(lái)說保險(xiǎn)監(jiān)管機(jī)構(gòu)和保險(xiǎn)公司對(duì)于退保事件都有風(fēng)險(xiǎn)溝通預(yù)案,但是都偏重與事后補(bǔ)救,執(zhí)行的效果較差。而媒體在風(fēng)險(xiǎn)溝通中的作用被完全抑制甚至扭曲,形成了溝通中媒體缺位。 第四章根據(jù)前一章論述的風(fēng)險(xiǎn)溝通現(xiàn)狀,對(duì)比風(fēng)險(xiǎn)溝通理論的原則,發(fā)掘保險(xiǎn)監(jiān)管機(jī)構(gòu)、保險(xiǎn)公司以及媒體在風(fēng)險(xiǎn)溝通中呈現(xiàn)出的問題。主要問題有保險(xiǎn)監(jiān)管機(jī)構(gòu)忽視事前風(fēng)險(xiǎn)溝通、忽視與公眾的信息溝通、忽視信息時(shí)效性并對(duì)媒體監(jiān)管一刀切；保險(xiǎn)公司忽視事前保單的風(fēng)險(xiǎn)溝通、保單雙方風(fēng)險(xiǎn)信息不對(duì)稱困境；媒體無(wú)法自由“發(fā)聲”,助長(zhǎng)了謠言的傳播等。 第五章根據(jù)風(fēng)險(xiǎn)溝通的原則,明確了保險(xiǎn)監(jiān)管機(jī)構(gòu)、保險(xiǎn)公司、媒體和公眾在退保事件風(fēng)險(xiǎn)溝通中應(yīng)有的作用；針對(duì)退保事件中風(fēng)險(xiǎn)溝通的問題,提出了建立公眾參與的雙向風(fēng)險(xiǎn)溝通機(jī)制、建立有效的媒體溝通機(jī)制、建立以事前溝通為主的風(fēng)險(xiǎn)溝通機(jī)制等三大方面建議；最后論述了保險(xiǎn)監(jiān)管機(jī)構(gòu)、保險(xiǎn)公司、公眾、媒體如何建立完善的退保事件風(fēng)險(xiǎn)溝通機(jī)制,達(dá)到有效風(fēng)險(xiǎn)溝通,防范退保事件風(fēng)險(xiǎn)的一些思路。 第六章是本文的結(jié)論部分,對(duì)本文的總體內(nèi)容做出一個(gè)小結(jié)。從結(jié)論出發(fā),發(fā)現(xiàn)本文的不足以及未來(lái)可以改進(jìn)的地方。
[Abstract]:In recent years , under the background of economic globalization and globalization of information , the society has entered a high risk state under the background of accelerating economic transformation and deepening reform in our country . At this time , natural disasters such as Wenchuan earthquake , public health events such as SARS , Avian Influenza and Sanlu Milk Powder have caused public panic and social stability .

At the same time , the public wants the first time to receive objective and real risk information . At the same time , the public hopes that the insurance company and insurance supervision organization can feedback the information needs and the problem . At the same time , the public hopes that the insurance company and the insurance supervision institution can feedback the information needs and problems , and the information content can not meet the demand of the public .

The theory of risk communication is put forward in the 1970s , it is a kind of subjective construction risk management model . Through the development of several decades , the theory considers that the risk is not only the objective uncertainty of the loss , but also the public ' s emotional response to the uncertainty of the loss ;
To mitigate the public ' s negative impact on risk , the organization must establish long - term trust with the public ;
Through the equal two - way communication mode , the organization and the public are allowed to become a reliable partnership , and provide reasonable risk - averse choice for the public in the face of risk . At present , in the insurance field , the insurance company and the insurance regulatory authority have insufficient understanding of the importance of the risk communication of the event , and the related regulations and the communication mode are not sound . Therefore , it is very meaningful to find out the problems in the risk communication of the current withdrawal event , and to study the establishment and perfect the reasonable risk communication mechanism of the event insurance event .

On the basis of a great deal of literature research , this paper explores the problems and challenges faced by insurance supervision organizations , insurance companies and the public at risk communication in the insurance field .

Chapter One introduces the research background and significance of this paper , the literature review at home and abroad , the research methods and ideas , the article structure and the innovation point .

The second chapter analyzes the basic concepts and theories related to this paper , introduces the risk of the general retreat , the risk of the event and the risk communication theory , then combines them organically , constructs the basic frame of the risk communication mechanism of the event in the insurance field , and discusses the significance , the research subject , the mechanism of action and the specific needs of risk communication .

Chapter three studies the current situation of risk communication between insurance supervision organization , insurance company and media . In general , insurance supervision organization and insurance company have the risk communication plan in daily supervision and operation , public opinion events and refund dispute . In general , insurance supervision organization and insurance company have the risk communication plan for the event of refund , but both are biased and the effect of implementation is poor . And the role of media in risk communication is completely suppressed or distorted , and the medium vacancy in communication is formed .

In chapter 4 , according to the present situation of risk communication discussed in the previous chapter , the principles of risk communication theory are compared , and the problems of insurance supervision organization , insurance company and media in risk communication are explored .
The insurance company neglects the risk communication of the pre - accident policy , and the risk information of the two sides of the policy is asymmetric ;
The media is not free to " sound " , fuelling the spread of the rumor , etc .

In the fifth chapter , according to the principle of risk communication , the role of insurance supervision organization , insurance company , the media and the public in the risk communication of the event of depolarization is defined .
In view of the problem of risk communication in the event of withdrawal , a two - way risk communication mechanism for public participation is put forward , the effective media communication mechanism is established , and three major aspects such as the risk communication mechanism based on pre - event communication are established ;
Finally , the paper discusses how to establish and perfect the risk communication mechanism of the insurance supervision organization , insurance company , the public and the media , so as to achieve effective risk communication and guard against the risk of the event .

The sixth chapter is the conclusion part of this paper , which makes a summary of the overall content of this paper . From the conclusion , it is found that the deficiencies of this paper and the future can be improved .

【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】：2014
【分類號(hào)】：F842.3;F272.3

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本文編號(hào)：1809905