【作者】 丛冰；

【导师】 王怀明；

【作者基本信息】 山东大学 ， 企业管理， 2008， 硕士

【摘要】 本文研究了如何对保险营销员进行有效激励的问题,阐述了中国保险业在国民经济发展中的重要作用和发展前景,回顾了保险营销代理制度和保险营销员对中国保险业的积极作用和意义,并分析了中国保险业、保险营销代理制度现实存在的各类问题,探讨了保险营销员生存现状、激励现状,对其激励的必要性和重要性进行了详细论述。并对有效激励影响因素做了多角度分析,在文章的最后提出保险营销员有效激励的改善措施和建议,希望能够为中国保险公司加强对保险营销员的有效激励,充分发挥保险营销员的能力,使保险营销员为中国保险业的发展发挥更大的作用提供借鉴。本文使用的主要研究方法是文献研究法。通过文献研究和作者在实际工作中的经验和体会,总结了中国保险业和保险营销代理制目前存在问题的各个方面,包括政策法律层面问题、保险公司运营和监管等问题。本文的研究显示:保险营销员在中国保险业的发展历程中处于重要的位置,解决保险营销员的有效激励问题对发展中国保险业具有重要的意义。但当前保险营销员与保险公司处于委托代理关系,保险营销的工作性质及保险营销员本身的法律定位,造成保险营销员的低活动率、低留存率、低绩效、低收入等情况。而当前的各种激励措施在激励方向、方法运用、培训体系、薪酬体系、人员管理、考核制度等各方面的局限之处。因此,要解决保险营销员是否能够有效激励问题需要从以上几个方面入手,并把改善措施落于实处。本文的主要创新之处在于从实践的角度深入分析了保险营销员激励的必要性和重要性,从营销员需求分析中寻找有效激励的切入点,并通过剖析现行的寿险营销激励手段理论依据,特别是对保险公司“基本法”中的激励要素的分析,肯定现行激励措施的积极性,分析局限性产生的原因,在此基础上提出改善的建议。并在改善建议中提出了个人的创新见解:如在研究保险营销员法律定位方面,提出了符合保险营销员职业安全、福利保障安全等方面需要,以政府机构为第三方参与的第三种法律定位,代理一员工制模式;在保险保障方面提出创新商业保险产品形式,积极开拓保险营销员特有的合作医疗、企业年金等形式的保险保障;在激励建议中加入后援支持等等。更多还原

【Abstract】 The Chinese insurance business plays a vital role in the national economy development. The agency system and the salesmen of insurance marketing make great contributions to the development of Chinese insurance industry. Therefore discussing sales people’s situations of surviving and prompting make senses to us. This thesis expand a research on how to make effective incentives towards insurance salesman and review existing problems in terms of Chinese domestic insurance industry, as well as present situation of salesman’s not having effective prompting. Through discussing sales people of insurance situation of surviving and prompting, related analysis is made on influencing factors on effective prompting. The papers has made the Multi-angle analysis to the influence factors of effective prompting and in the end of the article the writer proposed improvement measures and the suggestions to the insurance marketing effective prompting hoping it can strengthen incentives for China Insurance Company and enables the insurance marketing to play more important role for the Chinese insurance business.By applying literature researching and making use of the author’s experiences in practical work, the articles summarized the defects of Chinese insurance business and the insurance agency systems including policy law questions, the operating and managing questions of the insurance enterprises, the insurance supervision and so on. The insurance salesman acts an agent for the insurance company. The special relationship lead to low achievements, low income, low activity and high loses of the salesmen. However the training system, the salary system , the personnel manages, the system of examining and assessment and so on can’t meet the various needs of the insurance salesmen. Therefore, we should make great effort to improve the situations.The main innovation is from the perspective of the practice to analyze the questions and make effective suggestions. Through Demand Analysis to find ways of meet the needs of the insurance salesman with a view of making effective promptings, the author proposed individual original ideas in the improvement suggestion such as considering legal status ,occupational safety as well as putting forward an agency -staff pattern as the insurance salesmen’s legal status that taking government apparatus participation in as the third party and in the insurance welfare aspect, proposing the innovation of commercial insurance product and better back-up support. etc.更多还原