本文選題：壽險營銷 + 代理人制度　； 參考：《電子科技大學(xué)》2014年碩士論文

【摘要】：中國壽險業(yè)自82年恢復(fù)以來的近三十年的時間里,經(jīng)歷了99年之前以傳統(tǒng)險為主的高速增長期,以及99年之后以新型保險為主的較快發(fā)展時期。但到了2011年壽險行業(yè)增長一改過往30年的突飛猛進(jìn),速度出現(xiàn)了明顯的放緩趨勢。壽險業(yè)務(wù)的明顯降速有著各種深層次的原因。環(huán)境倒逼轉(zhuǎn)型,讓壽險重回快速發(fā)展軌道迫在眉睫。本文力圖在壽險行業(yè)轉(zhuǎn)型關(guān)鍵時期,把握行業(yè)發(fā)展趨勢,捕捉行業(yè)新的增長活力,探尋壽險行業(yè)最重要的銷售渠道個險渠道在行業(yè)轉(zhuǎn)型期科學(xué)合理的創(chuàng)新發(fā)展模式。本文以保險公司發(fā)展視角從壽險個人業(yè)務(wù)營銷銷售模式入手,首先分析總結(jié)了壽險行業(yè)個險營銷銷售模式類型、發(fā)展、特點、利弊等。其次;結(jié)合全球經(jīng)濟(jì)發(fā)展、當(dāng)前宏觀經(jīng)濟(jì)走勢,根據(jù)未來金融保險行業(yè)發(fā)展規(guī)劃,分析了當(dāng)前壽險行業(yè)面臨的機遇與挑戰(zhàn),并對當(dāng)前行業(yè)發(fā)展所處階段及未來發(fā)展趨勢進(jìn)行了判斷;在此基礎(chǔ)上,論文提出當(dāng)前個險營銷銷售模式的三種發(fā)展路徑:(1)以大公司為主導(dǎo)的代理人制在短時間內(nèi)仍然占據(jù)主流;(2)部分新興壽險公司將嘗試員工制,尋求突破,但短期難覓典范;(3)部分股東實力強、渠道資源好的公司目前正在做“代理制+員工制”的雙軌制,有可能走出一條顛覆性的個險營銷發(fā)展之路,但需要持續(xù)的資源支持。本文結(jié)合國際壽險發(fā)展路程及我國人口結(jié)構(gòu)及壽險需求特征特征,重點對當(dāng)前個人業(yè)務(wù)銷售模式進(jìn)行了創(chuàng)新性研究,為保險行業(yè)公司轉(zhuǎn)型探索創(chuàng)新發(fā)展之路。
[Abstract]:In the nearly 30 years since the recovery of Chinese life insurance industry in 1982, it has experienced a period of rapid growth before 1999 with traditional insurance as the main factor, and a relatively rapid development period after 1999 with new type insurance. But by 2011, life insurance industry growth has changed the past 30 years by leaps and bounds, the pace of a marked slowdown. There are a variety of deep reasons for the apparent deceleration of life insurance business. The environment forces the transformation, lets the life insurance return to the fast development orbit to be imminent. In the key period of life insurance industry transformation, this paper tries to grasp the development trend of life insurance industry, capture the new growth vigor of life insurance industry, and explore the scientific and reasonable innovation and development mode of individual insurance channel, which is the most important sales channel of life insurance industry in the transformation period of life insurance industry. From the perspective of the development of insurance companies, this paper analyzes and summarizes the types, development, characteristics, advantages and disadvantages of the individual insurance marketing sales model in the life insurance industry. Secondly, combined with the global economic development and the current macroeconomic trend, according to the future development plan of the financial insurance industry, this paper analyzes the opportunities and challenges facing the current life insurance industry. The current stage of the industry development and the future development trend are judged. This paper puts forward three kinds of development paths of current insurance marketing and sales model: 1) the agent system, which is dominated by large companies, will still occupy the mainstream in a short period of time) some new life insurance companies will try the employee system to seek a breakthrough. However, it is difficult to find a model in the short term. Some shareholders have strong strength, and the companies with good channel resources are currently doing the "agency employee system" dual track system, which may lead to a subversive road of dangerous marketing development, but it needs sustained resource support. Combined with the characteristics of international life insurance development and the characteristics of population structure and life insurance demand in China, this paper focuses on the innovative research on the current personal business sales model, and explores the way of innovation and development for the transformation of insurance companies.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F842.3
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本文編號：1844136