【摘要】：壽險個人營銷渠道發(fā)展了二十余年。隨著“個人代理制”的引入和發(fā)展,中國人身保險的保費收入從1991年的64億元增長到2012年的1.016萬億元,壽險市場的保費規(guī)模2010年位居全球第五,發(fā)展速度非�？�。但是應(yīng)該看到,我國壽險營銷隊伍管理粗放、素質(zhì)不高、穩(wěn)定性較差。這種依靠代理人增員實現(xiàn)的擴張模式,正經(jīng)受一個惡性循環(huán)的困擾,給保險公司的長期發(fā)展埋下了隱患。其深層次反映的是壽險個人營銷渠道需要重新整合、需要專業(yè)化運作、需要全行業(yè)的配合與合作。 對壽險個人營銷渠道的研究具有重要的理論和現(xiàn)實意義。首先,對壽險個人營銷渠道優(yōu)化升級單獨研究的文獻甚少,主要是基于委托代理激勵約束機制、企業(yè)組織經(jīng)營、國際經(jīng)驗借鑒、中介發(fā)展等不同角度研究壽險營銷體制改革。本文把壽險營銷員的人才建設(shè)作為改革的重要內(nèi)容,不僅有利于拓寬保險領(lǐng)域和渠道營銷領(lǐng)域的研究視野,還豐富壽險個人營銷渠道優(yōu)化升級的內(nèi)涵。其次,對于個人和家庭而言,個人壽險產(chǎn)品是一種特殊的金融服務(wù)產(chǎn)品,是個人風險規(guī)避、人生風險管理的重要工具。壽險個人營銷渠道是將個人壽險產(chǎn)品從潛在需求轉(zhuǎn)化為現(xiàn)實消費需求的重要渠道,對推廣長期保障型和儲蓄型產(chǎn)品具有不可替代的作用。壽險個人營銷渠道優(yōu)化升級可以使個人和家庭的保險理財規(guī)劃更趨于完善,符合保險消費者權(quán)益保障的要求。再次,我國壽險業(yè)正處于一個重要的產(chǎn)業(yè)升級階段,它要求壽險業(yè)回歸保障,從以保費規(guī)模為導(dǎo)向、以渠道為驅(qū)動的粗放式增長向以客戶為中心的內(nèi)涵式發(fā)展轉(zhuǎn)變。把營銷隊伍的問題上升到個人營銷渠道的發(fā)展來研究,對保險業(yè)轉(zhuǎn)變管理理念,提升自身的核心競爭力的作用不容忽視。最后,從宏觀的角度看,壽險個人營銷渠道的建設(shè)涉及300多萬人的就業(yè)問題,如果任由其肆意發(fā)展,可能會影響到社會的穩(wěn)定和整個壽險行業(yè)的持續(xù)發(fā)展,希望本文的研究能為政策層面提供一定的參考。 中國的壽險銷售形成了多渠道共發(fā)展的局面,其中,個人營銷渠道是壽險的核心銷售渠道,以“一對一”的銷售模式為個人和家庭提供保險咨詢,匹配相應(yīng)的保險產(chǎn)品,滿足消費者轉(zhuǎn)嫁人身風險的需求。本文研究的壽險個人營銷渠道優(yōu)化升級主要內(nèi)容是全方位、多角度、綜合性地打造一支職業(yè)品行良好、專業(yè)素質(zhì)過硬、職業(yè)通道清晰、可持續(xù)發(fā)展的銷售隊伍。 本文運用歷史研究、比較研究等方法,對我國壽險個人營銷渠道的管理模式、特征和未來的發(fā)展趨勢進行了研究。首先,回顧我國壽險個人營銷渠道的發(fā)展,分析了營銷隊伍的基本現(xiàn)狀和存在的問題,并指出目前壽險個人營銷渠道中的主要兩大激勵約束機制——委托代理制和層級傭金制——不適應(yīng)經(jīng)濟社會的發(fā)展,其優(yōu)化升級的核心在于制度和經(jīng)營模式的重建。從宏觀層面上,筆者運用PEST模型分析壽險個人營銷渠道優(yōu)化升級的驅(qū)動因素,比較日本和臺灣壽險個人營銷渠道的演進、改革亮點和成效,提煉值得借鑒的若干方面。最后提出國內(nèi)壽險個人營銷渠道優(yōu)化升級的對策和建議。 研究的內(nèi)容共分為以下5章： 第1章：導(dǎo)論。本章闡述了研究的背景和意義,對國內(nèi)外相關(guān)的研究成果進行了梳理和總結(jié),同時發(fā)現(xiàn)前人研究的不足,為本文的創(chuàng)新找到突破口,并就現(xiàn)有的研究思路、創(chuàng)新與不足做了分析。 第2章：我國壽險個人營銷渠道的發(fā)展及其評價。本章是全文研究的基礎(chǔ)部分,首先對我國壽險個人營銷渠道的發(fā)展演進過程和營銷隊伍的基本現(xiàn)狀進行了簡單概括,分析了個人營銷渠道現(xiàn)有的問題,在此基礎(chǔ)上探討當前個人營銷渠道在發(fā)展上正經(jīng)受的惡性循環(huán)。 第3章：壽險個人營銷渠道優(yōu)化升級及其驅(qū)動因素。本章基于行業(yè)發(fā)展的角度,指出壽險個人營銷渠道優(yōu)化升級的內(nèi)涵,本文研究的壽險個人營銷渠道優(yōu)化升級的目標和方向。最后從社會發(fā)展、行業(yè)和保險經(jīng)營主體三方面探究壽險個人營銷渠道優(yōu)化升級的意義和必要性。 第4章：日本和臺灣壽險個人營銷渠道發(fā)展的經(jīng)驗借鑒。本章重點研究了日本和臺灣壽險個人營銷渠道的演進、改革經(jīng)驗和成效,并提煉對國內(nèi)有借鑒意義的啟示。 第5章：結(jié)論和對策建議。本章在以上研究的基礎(chǔ)上,總結(jié)了研究的相關(guān)結(jié)論,并提出完善相關(guān)法律法規(guī)；規(guī)范行業(yè)服務(wù)標準和強化管理,如完善行業(yè)自律機制、個人營銷渠道信息化管理、個人營銷渠道專業(yè)化管理、規(guī)范行業(yè)流動模式；壽險個人營銷專業(yè)化與優(yōu)化升級的具體措施,如轉(zhuǎn)變培訓(xùn)理念、整合多渠道資源、以細分市場為導(dǎo)向分級銷售的角度建立專業(yè)個人營銷隊伍等方面,以期促進我國壽險個人營銷渠道優(yōu)化升級的對策建議。 本文研究的可能創(chuàng)新有以下幾點： (一)研究角度的創(chuàng)新。國內(nèi)現(xiàn)有關(guān)于壽險個人營銷隊伍的研究,多從委托代理理論、企業(yè)組織經(jīng)營、國外經(jīng)驗借鑒、中介發(fā)展等方面進行,對壽險個人營銷渠道的研究雖已開始但不系統(tǒng)。本文的研究嘗試運用營銷渠道管理的研究框架較為系統(tǒng)地研究壽險個人營銷渠道的問題。這種研究從宏觀和微觀兩個層面展開,建立了比較完整的壽險個人營銷渠道的研究框架。 (二)目前最新的個人營銷渠道研究主要支持建立專屬保險銷售公司或?qū)I(yè)代理公司,但實際上,對個人營銷渠道上營銷員的管理體制固有的弊端并沒改變,還增加了經(jīng)營成本。本文經(jīng)分析提出了未來的發(fā)展理念,為實現(xiàn)專業(yè)化,可建立獨立的第三方交易平臺,轉(zhuǎn)變傳統(tǒng)的經(jīng)營理念和管理體制,從理財規(guī)劃的視角,全方位、多角度、綜合性地建立專業(yè)個人營銷隊伍。
[Abstract]:With the introduction and development of "personal agent system", the premium income of life insurance in China has increased from 6.4 billion yuan in 1991 to 1.016 trillion yuan in 2012. The premium scale of life insurance market ranks fifth in the world in 2010, and the development speed is very fast. This kind of expansion mode, which relies on the increase of agents, is experiencing a vicious circle, which has buried a hidden danger to the long-term development of insurance companies.
The research on personal marketing channels of life insurance has important theoretical and practical significance. Firstly, there are few literatures on the optimization and upgrading of personal marketing channels of life insurance, mainly based on the incentive and restraint mechanism of principal-agent, enterprise organization and operation, international experience, intermediary development and other different angles to study the reform of life insurance marketing system. As an important part of the reform, the personnel construction of life insurance salesman is not only conducive to broadening the research field of insurance and channel marketing, but also enrich the connotation of optimization and upgrading of personal marketing channels. Life insurance personal marketing channel is an important channel to transform personal life insurance products from potential demand to real consumption demand. It plays an irreplaceable role in promoting long-term security and savings products. Thirdly, China's life insurance industry is in an important stage of industrial upgrading. It requires the life insurance industry to return to security, from extensive growth oriented by the scale of premiums, driven by channels to the connotation of customer-centered development. Finally, from a macroscopic point of view, the construction of the personal marketing channel of life insurance involves the employment of more than 3 million people. If we allow it to develop arbitrarily, it may affect the social stability and the sustainability of the whole life insurance industry. We hope that this study can provide some reference for policy level.
China's life insurance sales have formed a situation of multi-channel co-development, in which the personal marketing channel is the core of life insurance sales channels, with the "one-to-one" sales model for individuals and families to provide insurance advice, matching the corresponding insurance products to meet the needs of consumers to transfer personal risks. The main content of upgrading is to build a sales team with good professional conduct, excellent professional quality, clear career paths and sustainable development in an all-round, multi-angle and comprehensive way.
This paper studies the management model, characteristics and future development trend of personal marketing channels of life insurance in China by using historical research, comparative research and other methods. Firstly, it reviews the development of personal marketing channels of life insurance in China, analyzes the basic status and existing problems of marketing teams, and points out the main channels of personal marketing of life insurance at present. The two major incentive and restraint mechanisms, principal-agent system and hierarchical Commission system, are not suitable for the development of economy and society. The core of their optimization and upgrading lies in the reconstruction of the system and operation mode. The evolution of marketing channels, highlights and results of reform, refining a number of aspects worthy of reference. Finally, the domestic life insurance personal marketing channel optimization and upgrading countermeasures and suggestions.
The research contents are divided into 5 chapters.
Chapter 1: Introduction. This chapter elaborates the background and significance of the research, combs and summarizes the relevant research results at home and abroad, and finds out the shortcomings of previous studies, which provides a breakthrough for the innovation of this paper, and analyzes the existing research ideas, innovations and shortcomings.
Chapter 2: Development and Evaluation of Personal Marketing Channel of Life Insurance in China A vicious circle of development.
Chapter 3: The optimization and upgrading of personal marketing channels of life insurance and its driving factors. Based on the perspective of industry development, this chapter points out the connotation of the optimization and upgrading of personal marketing channels of life insurance. The significance and necessity of marketing channel optimization and upgrading.
Chapter 4: Japan and Taiwan's life insurance personal marketing channel development experience. This chapter focuses on the evolution of Japan and Taiwan's life insurance personal marketing channel, reform experience and results, and refine the enlightenment for domestic reference.
Chapter 5: conclusions and suggestions. On the basis of the above research, this chapter summarizes the relevant conclusions and puts forward relevant laws and regulations; standardizes the industry service standards and strengthens management, such as improving the industry self-discipline mechanism, personal marketing channel information management, personal marketing channel professional management, standardize the industry flow pattern; Specific measures for the specialization and optimization of insurance personal marketing, such as changing the concept of training, integrating multi-channel resources, establishing professional personal marketing team from the perspective of market segmentation and grading sales, are proposed to promote the optimization and upgrading of China's life insurance personal marketing channels.
The possible innovations of this paper are as follows:
(1) Innovation in research perspective. The existing domestic research on the personal marketing team of life insurance, mainly from the principal-agent theory, enterprise organization and operation, foreign experience, intermediary development and other aspects, has begun to study the personal marketing channel of life insurance, but it is not systematic. This paper systematically studies the problem of personal marketing channels of life insurance. This research starts from macro and micro levels and establishes a relatively complete research framework of personal marketing channels of life insurance.
(2) The latest research on personal marketing channels mainly supports the establishment of exclusive insurance sales companies or professional agents, but in fact, the inherent drawbacks of the management system of the marketing staff in the personal marketing channels have not changed and the operating costs have increased. The third-party trading platform should change the traditional management concept and management system, and establish a professional personal marketing team from the perspective of financial planning, all-round, multi-angle and comprehensive.
【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】：2014
【分類號】：F842.62;F274

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