加强保险企业高管监管提升保险行业声誉.pdfVIP

第 29 卷第4 期 Vol. 29 No.4 保险职业学院学报(双月刊} 2015 年 8 月 JOURNAL OF INSURANCE PROFESSIONAL COLLEGE( Bimonthly) Aug. 2015 加强保险企业高管监管提升保险行业声誉 孙正成 (西南财经大学保险学院，四川成都 611130 ) [摘 要] 我国保险业处于初级阶段，行业声誉低是发展的主妥瓶颈之一。从声誉形成和传导机制来看，雇员建 立和维护声誉，顾客的评价形成声誉。保险业非完全竞争的市场结构、金字塔的公司治理结构及经营实践决定了高管特 点和个体行为对保险行业声誉有较强的影响力。 2014 年保监会针对保险公司声誉风险管理提出指引，但忽略了行业声 誉风险及对公司和行业声誉产生重妥影响的高管的监管。因此，应树立行业声誉的培育和监管理念，可尝试建立相 对独立的高管声誉监管体系，重视其心理因素对行业声誉的影响，注重行业声誉培育，有效促进保险服务业的发展。 [关键词] 行业声誉;高管特点;个体行为:培育与监管 [中圄分类号]囚42.3 [文献标识码]A [文章编号] 1673 -1360(2015)04- ∞29 -03 [ AbstractJ China s insurance industry is in the primary stage , low industry reputation is one of the main bottlenecks for its development. In terms of the formation and conduction mechanism of reputation , it s the employees who establish and maintain the reputation , customers reviews develop the reputation. The imperfect competitive market structure , the pyramid - shaped co甲orate govemance structure and management practices of insurance determines the strong inf1uence of executives characteristics and individual behavior on the reputa- tion of the insurance industry. In 2014 CIRC proposed a guideline for insurance companies reputational risk management , but it ignored industries reputational risk and supe凹ision on executives who have an important impact the reputation of the company and the industry. Therefore , we should establish a regulatory philosophy based on reputation of the industry , tηto establish a relatively independent executives reputation monito- ring system , pay attention to the impact of psychological factors on the reputation of the industry and the indus- t巧， s reputation cultivation to effectively promote the develo