本文選題：個(gè)人代理人 + 準(zhǔn)入機(jī)制　； 參考：《貴州財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：自1992年美國(guó)友邦保險(xiǎn)公司首次引進(jìn)個(gè)人代理人銷(xiāo)售模式以來(lái)，個(gè)人代理人在我國(guó)經(jīng)歷幾十年發(fā)展，規(guī)模上拓展迅速、大幅提升，對(duì)保費(fèi)收入、保險(xiǎn)宣傳等方面做出重大貢獻(xiàn)。然而，在發(fā)展的過(guò)程中也出現(xiàn)眾多弊端，如銷(xiāo)售誤導(dǎo)、銷(xiāo)售擾民、保險(xiǎn)服務(wù)水平低等短期行為，降低個(gè)人代理人素質(zhì)，影響個(gè)人代理人職業(yè)形象，進(jìn)一步研究，個(gè)人代理人素質(zhì)主要原因有傭金制度不合理、準(zhǔn)入機(jī)制過(guò)低、培訓(xùn)制度不合理、監(jiān)管缺失、消費(fèi)者保險(xiǎn)意識(shí)淡薄等。 個(gè)人代理人職業(yè)形象是以消費(fèi)者利益為評(píng)價(jià)標(biāo)準(zhǔn)。據(jù)中國(guó)保險(xiǎn)監(jiān)督管理委員會(huì)公布的2013年前三季度投訴情況顯示，總共有15080件，主要以退保糾紛、理賠糾紛、承保糾紛為主，嚴(yán)重影響我國(guó)保險(xiǎn)業(yè)形象。個(gè)人代理人銷(xiāo)售模式作為保險(xiǎn)產(chǎn)品營(yíng)銷(xiāo)的主要渠道，其保費(fèi)收入占全國(guó)保費(fèi)收入比重，一直趨于較大的比例且波動(dòng)較小，據(jù)此可認(rèn)為個(gè)人代理人在很大程度上代表著整個(gè)保險(xiǎn)行業(yè)的形象。個(gè)人代理人素質(zhì)是指在銷(xiāo)售過(guò)程中受傭金制度、教育、約束機(jī)制等因素影響形成的，通過(guò)個(gè)人代理人行為表現(xiàn)出來(lái)，主要表現(xiàn)形式有銷(xiāo)售誤導(dǎo)、銷(xiāo)售擾民、保險(xiǎn)服務(wù)水平低等短期行為。個(gè)人代理人素質(zhì)主要包括專業(yè)素質(zhì)和保險(xiǎn)職業(yè)道德。因此，個(gè)人代理人素質(zhì)偏低是造成職業(yè)形象不佳的主要原因。進(jìn)一步分析，傭金制度不合理、準(zhǔn)入機(jī)制偏低、培訓(xùn)制度不合理、監(jiān)管缺失、消費(fèi)者保險(xiǎn)意識(shí)淡薄等是個(gè)人代理人素質(zhì)偏低的主要原因。 針對(duì)個(gè)人代理人素質(zhì)問(wèn)題，本文結(jié)合個(gè)人代理人的專業(yè)背景、從業(yè)時(shí)間、對(duì)自己經(jīng)營(yíng)業(yè)務(wù)熟悉度、對(duì)自身法律責(zé)任的了解程度等四個(gè)變量與職業(yè)形象的影響分析，再同美國(guó)和日本的傭金制度、準(zhǔn)入機(jī)制、培訓(xùn)制度、監(jiān)管制度進(jìn)行對(duì)比分析。根據(jù)我國(guó)保險(xiǎn)業(yè)的實(shí)際情況，就提高個(gè)人代理人的專業(yè)素質(zhì)和保險(xiǎn)職業(yè)道德從傭金制度、準(zhǔn)入機(jī)制、個(gè)人代理人管理、監(jiān)管等幾個(gè)方面提出建議和措施。 本文主要結(jié)構(gòu)，全文分為六章： 第一章：緒論。主要分析本文選題背景及意義、國(guó)內(nèi)外文獻(xiàn)綜述、相關(guān)理論基礎(chǔ)、研究?jī)?nèi)容及方法。 第二章：個(gè)人代理人職業(yè)形象的現(xiàn)狀及原因。本章主要對(duì)銷(xiāo)售誤導(dǎo)、銷(xiāo)售擾民、保險(xiǎn)服務(wù)水平低等短期行為進(jìn)行分析，提出影響我國(guó)個(gè)人代理人職業(yè)形象的主要問(wèn)題。 第三章：個(gè)人代理人素質(zhì)存在的問(wèn)題。本章主要對(duì)傭金制度、準(zhǔn)入機(jī)制、培訓(xùn)制度、監(jiān)管、消費(fèi)者保險(xiǎn)意識(shí)等進(jìn)行了分析，探討影響個(gè)人代理人素質(zhì)的主要原因。 第四章：個(gè)人代理人素質(zhì)對(duì)職業(yè)形象的影響分析。針對(duì)個(gè)人代理人素質(zhì)的主要影響因素，結(jié)合個(gè)人代理人職業(yè)形象表現(xiàn)形式，選取個(gè)人代理人的專業(yè)背景、對(duì)自己經(jīng)營(yíng)業(yè)務(wù)熟悉度、對(duì)自身法律責(zé)任的了解程度與職業(yè)形象做實(shí)證分析。 第五章：國(guó)外提升個(gè)人代理人素質(zhì)措施的借鑒及啟示。本章主要對(duì)美國(guó)和日本個(gè)人代理人的準(zhǔn)入機(jī)制、培訓(xùn)體系、傭金制度等方面進(jìn)行了分析，借鑒成功經(jīng)驗(yàn)。 第六章：提高個(gè)人代理人素質(zhì)的措施及建議。本章主要從個(gè)人代理人傭金制度、準(zhǔn)入機(jī)制、管理、監(jiān)管等幾個(gè)方面對(duì)提高個(gè)人代理人專業(yè)素質(zhì)與保險(xiǎn)職業(yè)道德提出建議和措施。 本文創(chuàng)新之處： 一、一個(gè)全新角度(職業(yè)形象)對(duì)提高個(gè)人代理人素質(zhì)進(jìn)行了研究。 二、在寫(xiě)作內(nèi)容上，站在前人分析基礎(chǔ)上，從不同角度提出提高個(gè)人代理人素質(zhì)措施和建議。具體有：首先，對(duì)個(gè)人代理人傭金，提出區(qū)別對(duì)待，采用不同的傭金給付方式；其次，完善個(gè)人代理人信息披露制度，提出構(gòu)建個(gè)人代理人信息檔案，對(duì)個(gè)人代理人引進(jìn)評(píng)分，并建立評(píng)分標(biāo)準(zhǔn)。 本文不足之處： 一、對(duì)提高個(gè)人代理人素質(zhì)研究不夠深入，更多是在宏觀上進(jìn)行研究。 二、在個(gè)人代理人素質(zhì)與保險(xiǎn)糾紛實(shí)證分析上，數(shù)據(jù)不夠完善，雖然對(duì)實(shí)證結(jié)果影響不大，但在一定程度上缺乏嚴(yán)謹(jǐn)。 三、提出新老個(gè)人代理人采用不同傭金制度，但沒(méi)有計(jì)算出區(qū)分新老個(gè)人代理人的臨界點(diǎn)。
[Abstract]:Since the first introduction of personal agent sales model by AIA in 1992 , personal representative has made great contributions to the development of personal agent in China for several decades . However , in the course of development , there are many abuses such as misleading , sales disturbance , low level of insurance service , reducing personal representative quality , influencing the professional image of personal agent , further research , the main reason of personal representative ' s quality is unreasonable commission system , low access mechanism , unreasonable training system , lack of supervision , weak consciousness of consumer insurance , etc .

The personal representative ' s professional image is based on the consumer ' s interest . According to the three - quarters report of the China Insurance Regulatory Commission in the first three quarters of 2013 , there are 15080 , mainly in the form of refund dispute , settlement dispute and insurance dispute . The personal representative ' s quality mainly includes professional quality and insurance professional ethics .

In view of the personal agent ' s quality problem , this paper analyzes the influence of four variables and professional image , such as the professional background of personal agent , the professional time , the knowledge degree of his own legal responsibility and the influence of the professional image , and compares the commission system , admission mechanism , training system and supervision system of American and Japan . According to the actual situation of insurance industry in our country , some suggestions and measures are put forward in terms of improving the professional quality of personal agent and insurance professional ethics from commission system , admission mechanism , personal agent management , supervision and so on .

The main structure of this paper is divided into six chapters :

Chapter One : Introduction . It mainly analyzes the background and significance of the topic selection , the literature review at home and abroad , the relevant theoretical basis , the research contents and methods .

Chapter 2 : The present situation and reason of personal representative ' s professional image . This chapter mainly analyzes the short - term behavior such as misleading sale , sales disturbance and low level of insurance service , and puts forward the main problems that affect the professional image of personal agent in our country .

Chapter 3 : The problems of personal representative quality . This chapter mainly analyzes the commission system , the admittance mechanism , the training system , the supervision , the consumer ' s insurance consciousness and so on , and probes into the main reasons that influence the personal representative ' s quality .

Chapter Four : The analysis of the influence of personal agent ' s quality on professional image . In view of the main influencing factors of personal agent ' s quality , combining the form of personal representative ' s professional image , selecting the professional background of personal agent , knowing the degree of business familiarity , and making an empirical analysis of the degree of knowledge and professional image of his own legal liability .

Chapter 5 : Reference and inspiration for the improvement of personal representative quality measures abroad . This chapter mainly analyzes the admission mechanism , training system and commission system of personal agents in the United States and Japan , and draws on the successful experience .

Chapter 6 : Measures and suggestions for improving personal representative quality . This chapter mainly puts forward suggestions and measures to improve the professional quality of personal agent and insurance professional ethics from aspects of personal agent commission system , admission mechanism , management and supervision .

Innovation in this article :

Firstly , a new angle ( professional image ) has been studied to improve the personal representative ' s quality .

Secondly , on the basis of the analysis of the former , the author puts forward the measures and suggestions for improving personal representative quality from different angles .
Secondly , perfect the personal representative information disclosure system , put forward the construction of personal representative information file , introduce the personal agent into the score , and establish the scoring standard .

The shortcomings of this paper are as follows :

Firstly , the research on improving the quality of personal representative is not enough , and more is to study in the macro - scale .

Second , in the case of personal agent ' s quality and insurance dispute empirical analysis , the data is not perfect , although the impact on the positive result is not big , but in a certain extent lacks rigorous .

3 . It is proposed that the new and old personal agents adopt different commission systems , but there is no calculation of the critical point for distinguishing between new and old personal agents .
【學(xué)位授予單位】：貴州財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F842.3

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