个险营销代理人与寿险公司继续率：基于生命人寿杭州案例-项目管理专业论文.docx

浙江工业大学硕士学位论文个险营销代理人与寿险公司继续率：基于生命人寿杭州案例 浙江工业大学硕士学位论文 个险营销代理人与寿险公司继续率：基于生命人寿杭州案例 万方数据 万方数据 个险营销代理人与寿险公司继续率：基于生命人寿杭州案例 摘 要 个险营销代理人制度于 1992 年由美国友邦保险公司引进中国大陆。在我国 由个险营销代理人制度粗放式发展模式导致的营销员高流失率已经成为行业通 病，由高流失率导致的后续服务无法保障、营销员短期行为过多、销售误导、骗 保、诱保等业务品质问题频繁发生，直接导致了寿险公司继续率不良问题的产生， 进而严重阻碍了行业的可持续发展及寿险公司利润的提升。 笔者综合国内外寿险营销成功经验和模式，结合委托-代理理论，从利益引 导及过程指标管控两方面入手，对寿险公司基本法、培训体系、续期服务体系、 内勤管理体系、新契约品质管控、退保流程管理等方面的展开研究，并以生命人 寿杭州中心支公司为例进行案例分析。 研究建议：1）寿险公司注重培训提升代理人收入的同时, 应建立优质续保 奖制度，将继续率与代理人新契约佣金奖励挂钩；2）建立工龄工资模型，增加 代理人更换工作的机会成本，提升其对未来收入的预期，建立长期稳定的博弈； 3）建立行业评估体系,将单个寿险公司与代理人的博弈上升成寿险行业与代理人 的博弈；4）同时将内勤管理干部绩效与继续率挂钩,通过内勤员工对过程指标严 格管控,建立新契约回访管理办法、续期过程指标管理办法、自保件管理办法、 二次保单退保劝阻实施细则等规章制度，减少博弈过程中信息的不对称性。 关键词：个险营销；继续率；代理人；委托-代理理论 I ABSTRACT The system of personal insurance marketing agent was introduced by AIA to China in 1992. Because of the extensive development mode of the system of personal insurance marketing agent in China, a high marketing staff turnover rate has become the common fault in this industry. As a result, there are more and more business quality problems, such as unguaranteed follow-up service, more short-term behavior of marketing staff, sales misleading, insurance fraud, insurance lure etc., which directly lead to bad continue rate of life insurance company, thus severely hampered the sustainable development of the industry and the rise of life insurance companies’ profits. According to the successful experience and mode of life insurance marketing at home and abroad, and the principal-agent theory, the basic law, training system, renew service system, back office management system, new contract quality control and process management of life insurance companies has been researched from the two aspects of interests lead indicators and process control in this article. Meanwhile, the development situation of Life Insurance Hangzhou branch has been used as a case in the article. There has been some suggests in this research. Life insurance companies should 1) establish high-quality renewal award