本文選題：人壽保險 + 銷售渠道　； 參考：《西南財經(jīng)大學(xué)》2013年碩士論文

【摘要】：自我國恢復(fù)保險業(yè)以來,經(jīng)過近三十年時間的發(fā)展,壽險業(yè)取得了巨大的進(jìn)步。壽險市場的深度、廣度等較成熟市場的差距均表明未來的壽險市場發(fā)展空間巨大。但是,近幾年我國壽險市場的實際表現(xiàn)并不理想。各壽險公司均出現(xiàn)保費(fèi)收入增速減緩,退保率顯著提高,賠付率增加,償付能力減弱等現(xiàn)象；在銷售渠道方面,個人代理渠道的增員難、留員難,銀保渠道增長乏力,銷售誤導(dǎo)嚴(yán)重等問題均嚴(yán)重影響了壽險業(yè)的健康發(fā)展。 壽險業(yè)的發(fā)展離不開銷售渠道的支持。在面臨增長困境的情況下,探討如何解決各銷售渠道的現(xiàn)存問題具有迫切性和必要性。因此,本文的研究以現(xiàn)有的渠道為基礎(chǔ),剖析存在的問題,根據(jù)壽險市場發(fā)展的趨勢,探究壽險銷售渠道的優(yōu)化升級。 本文的具體章節(jié)內(nèi)容安排如下,第1章是導(dǎo)論,提出本文的研究背景與意義,概括介紹國內(nèi)外關(guān)于本論題的相關(guān)研究,介紹本文采取的主要研究方法,給出創(chuàng)新點與不足之處。第2章是介紹相關(guān)的理論知識,作為壽險銷售渠道的理論基礎(chǔ)。本文將理論知識分兩大主要部分：一是壽險及其產(chǎn)品特點,二是銷售渠道及其特點。第3章詳細(xì)論述我國壽險銷售渠道的發(fā)展演進(jìn)歷程以及六大主要渠道現(xiàn)狀,將壽險業(yè)的發(fā)展史與產(chǎn)品的演變以及渠道的發(fā)展結(jié)合分析。第4章述評了日本、臺灣成熟壽險市場。包括這兩者壽險市場的發(fā)展歷程,著重介紹銷售渠道的演進(jìn)過程,總結(jié)提出對我國銷售渠道的發(fā)展啟示。第5章則是在前述的內(nèi)容的基礎(chǔ)上,先是對壽險業(yè)發(fā)展的宏觀因素進(jìn)行分析,然后概括得出壽險業(yè)及其銷售渠道的未來發(fā)展趨勢,由此研究推進(jìn)壽險銷售渠道的優(yōu)化升級措施。第6章是本文的結(jié)尾部分,概括了本研究的基本結(jié)論,并展望未來該領(lǐng)域可能的發(fā)展。 關(guān)于我國壽險銷售渠道的問題,國內(nèi)以往的研究主要從渠道本身的角度來展開。根據(jù)壽險公司的要求以及渠道的特點來討論得出渠道的優(yōu)化措施。本文則在研究渠道特點的同時關(guān)注壽險銷售渠道的整體發(fā)展趨勢,在兩者相結(jié)合的基礎(chǔ)上進(jìn)行研究。 本文可能的創(chuàng)新之處在于嘗試從宏觀與微觀相結(jié)合分析的角度出發(fā),不僅研究壽險銷售渠道本身所具備的的特點,還將整個壽險業(yè)的發(fā)展和渠道的發(fā)展趨勢納入考慮范圍,把握行業(yè)發(fā)展趨勢,以此作為基礎(chǔ)前提來得出研究所希望的結(jié)論。
[Abstract]:After nearly 30 years of development, the life insurance industry has made great progress since the recovery of insurance industry in China. The gap between the depth and breadth of the life insurance market indicates that the future life insurance market has a huge space for development. However, in recent years, the actual performance of China's life insurance market is not ideal. All the life insurance companies have experienced such phenomena as slowing down the growth of premium income, significantly increasing the rate of refund, increasing the loss rate, weakening the solvency, etc. In terms of sales channels, it is difficult for individual agents to increase staff, difficult to retain staff, and the growth of the bancassurance channel is weak. Misguided sales and other problems have seriously affected the healthy development of the life insurance industry. The development of life insurance industry can not be separated from the support of sales channels. In the face of growth dilemma, it is urgent and necessary to discuss how to solve the existing problems of various sales channels. Therefore, based on the existing channels, this paper analyzes the existing problems and explores the optimization and upgrading of the life insurance sales channels according to the trend of the development of the life insurance market. The content of the specific chapters is arranged as follows: chapter 1 is an introduction, the research background and significance of this paper is proposed, the relevant research on this topic at home and abroad is introduced, the main research methods adopted in this paper are introduced, and the innovation points and deficiencies are given. The second chapter is to introduce the relevant theoretical knowledge, as the theoretical basis of life insurance sales channels. This article divides the theory knowledge into two main parts: first, the life insurance and its product characteristic, the second is the sale channel and the characteristic. The third chapter discusses the development and evolution of life insurance sales channels in China and the current situation of six major channels, combining the development of life insurance industry with the evolution of products as well as the development of channels. Chapter 4 reviews the mature life insurance market in Japan and Taiwan. It includes the development course of these two life insurance markets, introduces the evolution process of the sales channels, and summarizes the enlightenment to the development of the sales channels in our country. The fifth chapter is on the basis of the above content, first carries on the analysis to the life insurance industry development macroscopic factor, then generalizes the life insurance industry and its sale channel future development tendency, thus studies the promotion life insurance sale channel optimization promotion measure. Chapter 6 is the last part of this paper, which summarizes the basic conclusions of this study and looks forward to the possible development in this field in the future. About the problem of life insurance sales channel in our country, the domestic previous research mainly starts from the angle of the channel itself. According to the requirements of the life insurance company and the characteristics of the channel to discuss the channel optimization measures. In this paper, the characteristics of the channel at the same time to pay attention to the overall development trend of life insurance sales channels, on the basis of the combination of the two research. The possible innovation of this paper lies in trying to study not only the characteristics of the life insurance sales channel itself, but also the development of the whole life insurance industry and the development trend of the life insurance industry from the perspective of the combination of macro and micro analysis. Grasp the development trend of the industry, as a basic premise to draw the conclusions of the research hope.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F842

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本文編號：2045440