摘要
随着我国寿险行业的飞速发展，国内寿险营销模式也发生了很大程度的转
变。作为我国金融业开放时间最早、开放力度最大、发展最迅速的行业，寿险业
在近几年内发展迅速，同时也取得了一些成绩。过去的二十年是寿险业发展最为
迅速的时期，寿险业的经营主体也从原来的几家发展为几百家，保费规模也突破
了百亿大关。如今，中国寿险业的发展面临着一系列转变。经营方式由粗放转向
精细化，销售方式由传统化转向专业化，专注点由产品转向客户，而作为寿险行
业中的从业主体——寿险代理人，在从业过程中带来的问题更是日益凸显，寿险
代理人队伍整体素质不高、增员困难、留存率低、代理人短期行为严重。在这样
的形势下，若要继续保持寿险业的持续健康稳定发展，寿险个人代理营销模式的
改革与完善势在必行。个人代理营销模式作为寿险公司营销体制中最要的组成部
分，在未来一段时间内也依然将是寿险营销的主要模式之一，其制度是否完善，
小到影响一家寿险公司的经营结果，大到关系整个寿险行业发展的前途。探索符
合国内环境及市场需求的个人代理营销模式，为了促进寿险业的持续稳定发展，
研究寿险营销模式就显得尤为重要。寿险行业营销模式正处于飞速发展及变革
中，探索符合国内环境及市场需求的营销模式，激发保险市场的无限活力和潜力，
有益于行业发展及国民保险意识的提升，有利于完善社会保障体系及优化金融资
源配置。本文采用总
-
分
-
总的研究思路，首先对寿险营销模式的现行理论、发展
历史、国内外研究现状等概括阐述，然后以
S
寿险公司的个人营销代理为例，结
合问卷调查，分析个人营销代理模式的弊端，提出针对性建议，并对
S
寿险公司
的个人营销代理模式创新、改革措施进行分析，讨论各种新模式的优势和弊端

关键词：寿险营销；个人代理营销模式；营销效率提升；创新营销方式Abstract
II
Abstract
With the rapid development of Chinese insurance industry, the domestic
insurance marketing model has also undergone a great degree of change. As Chinese
financial industry has the earliest opening time, the largest opening and the fastest
growing industry, the insurance industry has developed rapidly in recent years, but
also achieved some results. In the past twenty years, the development of insurance
industry has been the most rapid period, and the management subjects of the
insurance industry have developed from several to several hundred, and the scale of
insurance premiums has exceeded the ten billion mark. Now, the development of
China&39;s life insurance industry is facing a series of changes. Mode of operation from
extensive to fine, from traditional sales to specialization, focus from the products to
the customer, and as the main practitioners in the life insurance industry, life
insurance agent, in the working process of the problem is becoming increasingly
prominent, the life insurance agent team overall quality is not high, increasing
difficulty, low retention rate the agent, a serious short-term behavior. In such a
situation, if the life insurance industry is to continue to keep healthy and stable
development, the reform and improvement of the personal agent marketing model of
life insurance is imperative. Personal agent marketing model as a part of the life
insurance company marketing system, in the next period of time it will still be the
main mode of life insurance marketing, the system is perfect, to effect a life insurance
company&39;s operating results, the development of large whole life insurance industry in
the future. Explore the personal agency marketing mode that meets the domestic
environment and market demand, and stimulate the unlimited vitality and potential of
the insurance market, which is beneficial to the development of industry and the
improvement of national insurance consciousness, and is conducive to improving the
social security system and optimizing the allocation of financial resources. This paper
adopts the total points of the general idea, first of all, the development of the current
theoretical research status at home and abroad, and summarizes the history of life
insurance marketing mode is elaborated, then the case of S life insurance company&39;s
marketing agency, questionnaire survey, analysis of the shortcomings of the personal
marketing agency model, and put forward some suggestions, and the S life insurance
the company&39;s personal marketing mode innovation, the reform measures are analyzed,
discussed the advantages and disadvantages of various new patterns.
Key words: Life insurance marketing; personal agent marketing model; promotion of
marketing efficiency; innovative marketing methodsIII
目录
摘要
,
Abstract
II
第 1 章 绪论.........1
1.1 研究背景

1.2 研究的目的和意义

1.3 研究思路

1.4 论文研究的主要内容和创新点

1.4.1 论文研究的主要内容

1.4.2 论文的创新点

第 2 章 寿险营销相关理论综述.....4
2.1 寿险营销相关理论及模式

2.1.1．寿险营销理论

2.1.2．寿险营销模式

2.1.3．寿险营销渠道

2.2 寿险业国内外个人代理营销模式的发展

2.3 寿险业国内外个人营销代理现状

2.3 本章小结

第 3 章 S 寿险公司传统代理营销模式现状分析 ..11
3.1 S 寿险公司介绍

3.1.1 S 寿险公司基本情况

3.1.2 S 寿险公司个人代理营销模式

3.2 S 寿险公司个人代理营销模式满意度调查

3.2.1 问卷样本的来源

3.2.2 可靠性分析

3.2.3 寿险营销人员制度选择倾向的非参数检验

3.2.4 寿险营销员的满意度

3.3 S 寿险公司个人代理营销模式存在的问题及原因

3.3.1 S 寿险公司个人代理营销模式存在的问题

3.3.2 S 寿险公司个人代理营销模式形成的原因

3.4 本章小结

第 4 章 S 寿险公司个人代理营销模式的解决方案 28IV
4.1 促进营销体制转型，保障营销人员合法权益

4.2 完善激
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