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论文编号：	3528
作者编号：	2220090870
上传时间：	2011/9/26 10:03:37
中文题目：	我国寿险公司营销员激励机制研究
英文题目：	Research on the Incentive Mechanism for China life Insurance Company Sales Team
指导老师：	韩德昌
中文关键字：	关键词：寿险公司 寿险营销员 激励机制
英文关键字：	Key words: insurance company, salespeople, incentive program
中文摘要：	寿险营销制度在国内寿险业发展的初级阶段起到了巨大的推动作用。2010年，人身保险实现原保费收入8144.18亿元，同比增长22%。通过寿险营销员进行销售已成为寿险公司重要的销售渠道。营销员激励是各寿险公司对营销员管理普遍采用的重要手段。随着我国的社会环境和经济发展的不断改善，我国的人寿保险市场已经到了需要转型的时期，这其中对于寿险营销人员的激励机制、对于寿险公司与营销员之间的矛盾也日益突出，表现最为突出的就是寿险行业居高不下的营销员流失率。 本文首先阐述了激励理论和对前人研究的文献。在此基础上，梳理了目前我国寿险公司营销员激励现状，对于存在的问题进行了综合分析，重点说明了营销员高流失率带来的后果和产生的原因。最后，论文通过对各种激励因素的解析，结合寿险业发达国家和地区营销员管理的经验和启示，针对我国寿险公司营销员队伍实际情况，有针对性的提出了我国寿险公司营销员激励机制的改善建议。 希望本文的研究能有助寿险公司管理者更准确地把握营销员有效激励因素，改善营销员激励机制，稳定营销员队伍建设，从而增强公司的市场竞争力，促进寿险公司的可持续发展。
英文摘要：	Life insurance marketing system has played a major role in boosting the development of the insurance industry in its early stage. In 2010, life insurance achieved general premium income of RMB10500.88 billion, with an increase of 22% from the previous year. Most insurance companies have considered the agent channel as a key sales channel and taken the incentive program as one of the important measures for agent management. However, as the society continues to evolve and China’s insurance industry steps into a new stage, some conflicts and problems in the sales management system have gradually surfaced, most notably the high turnover rate of the salespeople. This paper first illustrated some theories on incentive programs and researches done by others, followed by a detailed look into the incentive programs currently adopted by life insurance companies, and analyzed the existing problems, focusing on explaining the causes and consequences of the high turnover by case study through group discussion and surveys. In the end, based on the analysis of various incentive factors, the paper selectively provided innovative suggestions on how to improve the programs by referring to the advanced experience of the developed countries, ranging from refining the relationship between the insurance company and salespeople, developing diversified career advancement plan, modifying the remuneration structure to improving the welfare system for the salespeople and establishing credit assessment system for them. It is hoped that the paper could help enable the senior management of the life insurance companies to have a better understanding of effective incentives and make improvement accordingly to reduce turnover rate and promote productivity, to enhance competitiveness and maintain the sustainable development of the company.
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