论我国寿险个人营销制度的改革-金融学专业论文.docxVIP

REFORM REFORM 0F THE PERSONAL MARKET I NG SYSTEM IN CHINA’S LlFE INSURANCE INDUSTRY ABSTRACT The personal marketing system in life insurance industry，which is characterized by the personal agents who carry out the selling of life insurance products，has contributed a lot to the development of domestic life insurance industry since its first emergence in China and is still the dominant marketing system nowadays．In recent years，however,more and more doubts and criticisms on the system have come out as a result that more and more sharp problems arise from market operation．Meanwhile，theoretical discussions and practice innovations focusing on the reform ofpersonal marketing system of life insurance are in progress as well．By comprehensively adopting the related theories of service marketing and institutional economics，and on the basis of a conscientious review of the successful experience and lessons in this field home and abroad，the author suggests that the domestic life insurance industry is in the primary stage of development and in a market environment far from perfect．Considering the actual conditions of China，we should ke印the personal marketing system improving instead of abandoning it lightly．Therefore，the personal marketing system of life insurance needs to be reformed progressively from the aspects of the formal constraints，informal constraints and enforcement mechanism．The key points of the reform lie in a better system balance between Ⅱ personal personal agents and life insurance companies，and in a strengthened management of and support for personal agents．SO鹤to make full U8e of the KEY WORDS：life insurance marketing，personal agent，system reform lII 广西大学学位论文原创性声明和使用授权说明原创性声明 广西大学学位论文原创性声明和使用授权说明 原创性声明 本人声明：所呈交的学位论文是在导师指导下完成的，研究工作所取得的成果和相 关知识产权属广西大学所有，本人保证不以其它单位为第一署名单位发表或使用本论文 的研究内容。除已注明部分外，论文中不包含其他人已经发表过的研究成果，也不包含 本人为获得其它学位而使用过的内容。对本文的研究工作提供过重要帮助的个人和集 体，均已在论文中明确说明并致谢。 论文作者签名：卿相 年彳月乃日 ／ 学位论文使用授权说明 本人完全了解广西大学关于收集、保存、使用学位论文的规定，即： 按照学校要求提交学位论文的印刷本和电子版本： 学校有权保存学位