我國(guó)壽險(xiǎn)個(gè)人代理營(yíng)銷(xiāo)模式及完善
[Abstract]:Life insurance companies use various means to plan, organize, and realize the sale of life insurance products by tapping the demand of potential customers for risk transfer, taking life insurance as the object of this special commodity, and providing life insurance products to consumers. At the same time to meet the needs of consumers to transfer risk and life insurance companies to achieve long-term business needs. This process is life insurance marketing. Now, the development of China's life insurance industry is facing a series of changes. Business style from extensive to refined, sales from traditional to professional, focus from products to customers. This series of changes and changes play an important role in the future development of the whole life insurance industry in China. In 1992, the personal agent system was introduced into China by American friends, which declared the flourishing of life insurance industry in China. Also is our country individual life insurance marketing system the real start. For a long time, the personal life insurance marketing mechanism, as the main method of life insurance marketing, has made important contributions to the expansion of life insurance business and the profit of life insurance companies in our country. But today, the individual agent system has lost its past glory, advanced and flexible, and the characteristics of high agent income are gradually desalinated, replaced by a situation that faces a comprehensive challenge. The overall quality of the marketing team has declined, and the development of the team has been blocked. The decline of service level, such as difficult to increase staff, low retention and misleading sales, is an obstacle and barrier to the sustained and benign development of personal agent system. However, no matter from the development of insurance industry or the particularity of insurance commodities, the system of individual agent will continue to exist for a long time. Under the new situation, there is fierce competition outside the insurance industry and the shortage and restriction of the management level of the insurance industry itself. If we want to maintain the sustained and healthy development of the life insurance industry, it is imperative to reform and perfect the personal agent system of the life insurance industry. As the most important part of the insurance company's marketing system, the personal agent system will still be one of the main modes of life insurance marketing in the future. Whether its system is perfect or not, it is small enough to affect the operating results of a life insurance company. Big to the whole life insurance industry development prospects. Based on this purpose, this paper describes the current situation of personal agent marketing mode of life insurance companies in our country, and points out a series of problems in the system of personal agents of life insurance. The main reasons are that the overall quality of the marketing team is not high, the increase in staff is difficult, the retention rate is low, the short-term behavior of the agent is serious, and the emergence of these problems is analyzed. Put forward the significance of life insurance marketing innovation and a series of suggestions to improve the personal agent system. The main structure of this paper is as follows: the first chapter is the introduction. This chapter mainly describes the background and significance of the topic, literature review and comments, research framework, the main views and shortcomings of this paper; the second chapter is the theoretical analysis of personal agent marketing model of life insurance. This chapter describes the definition and characteristics of the personal agent marketing model, and expounds that the constituent elements of an effective personal agency marketing model should include a high-quality marketing team, a high growth industry background and an effective incentive mechanism. The third chapter is the empirical analysis of personal agent marketing model of life insurance in China. This chapter affirms the positive effect of personal agent marketing model and the inevitability of individual agent as leading marketing mode, and elaborates the current situation of personal agent marketing model in China. This paper points out the problems existing in the personal agent marketing model, and analyzes the causes of the problems in depth. The fourth chapter is the suggestion of perfecting the personal agent marketing mode of life insurance.
【學(xué)位授予單位】:山東大學(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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