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MBA毕业论文_寿险公司四川分公司个人代理人管理策略研究PDF

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内容简介
I 摘要 个人代理人模式是A寿险公司四川分公司最主要模式,也是保费和利润贡献 最大的模式。A寿险公司四川分公司个人代理人模式总保费收入和新单保费收入 均已连续五年保持同比正增长,但在2018年总保费和新单保费同比增速大幅下降。 与此同时,公司个人代理人数量增长也开始放缓,人均保费贡献也大幅下滑,个人 代理人管理存在的问题逐渐暴露。 本文以A寿险公司四川分公司个人代理人作为研究对象,首先,对国内外个 人代理人制度相关研究现状、市场营销、组织行为学等理论,进行整理和分析,为 研究个人代理人打下理论基础;其次,通过分析A寿险公司四川分公司个人代理 人市场竞争形势和经营现状,找出个人代理人存在的问题;再次,采用问卷调研和 深度访谈等方法,分析和提炼出个人代理人管理存在问题的根源和改进思路;最后, 笔者结合A寿险公司四川分公司的实际情况,制定了具体的改进举措:一是变革 个人代理人营销模式。在保持原有独家个人代理人模式以外,可探索独立代理人模 式。二是转变个人代理人人员管理模式。优化个人代理人队伍结构和激励机制。三 是优化公司服务保障能力。通过对本课题的研究,制定出解决个人代理人存在问题 的思路和举措,推动公司个人代理人快速发展。 关键词:A寿险公司四川分公司,个人代理人,管理策略 ABSTRACT II ABSTRACT Individual agent mode is the main channel of A life insurance company's Sichuan Branch, and also the mode with the largest contribution to premium and profit. The total premium income and new premium income of individual agent mode of A life insurance company Sichuan branch have kept positive growth for five consecutive years, but the year-on-year growth rate of total premium and new premium has dropped significantly in 2018. At the same time, the growth of the number of private agents of the company also began to slow down, the contribution of per capita premium also declined significantly, and the problems of the individual agent mangement gradually exposed. The research object of this paper is private agent of Sichuan Branch of a life insurance company. First of all, the domestic and foreign private agent system related research status, marketing, organizational behavior and other theories are sorted out and analyzed to lay a theoretical foundation for the study of private agent; Secondly, through the analysis of A life insurance company Sichuan Branch's private agent market competition situation and operation status, find out the problems of private agent ; Thirdly, based on the methods of questionnaire and in-depth interview, this paper analyzes and refines the root causes of the problems existing in the private agent system and the improvement ideas; Finally, combining with the actual situation of A life insurance company Sichuan Branch, the author makes specific improvement measures: One is to change the marketing mode of private agent. On the basis of maintaining the original exclusive private agent mode, explore the independent agent mode. The second is to change the management mode of private agents. Optimize the structure and incentive mechanism of private agents. Third, optimize the company's service guarantee ability. Through the research of this topic, work out the ideas and measures to solve the problems existing in the private agent, and promote the rapid development of the company's private agent. Keywords: A life insurance company Sichuan Branch,private agent,management strategy 目录 III 目录 第一章 绪论 .................................................................................................................... 1 1.1 选题背景 ............................................................................................................ 1 1.2 研究意义 ............................................................................................................ 2 1.3 研究内容及方法 ................................................................................................ 2 1.3.1 论文研究的主要内容 ............................................................................ 2 1.3.2 论文研究的主要方法 ............................................................................ 3 第二章 文献综述 ............................................................................................................ 4 2.1 国内外研究现状 ................................................................................................ 4 2.1.1 国外研究现状 ........................................................................................ 4 2.1.2 国内研究现状 ........................................................................................ 5 2.2 相关理论 ............................................................................................................ 6 2.2.1 赫兹伯格的双因素激励理论 ................................................................ 6 2.2.2 心理契约理论 ........................................................................................ 6 第三章 A寿险公司四川分公司个人代理人现状分析 ................................................ 7 3.1 公司简介 ............................................................................................................ 7 3.1.1 公司概况 ................................................................................................ 7 3.1.2 主要销售模式介绍 ................................................................................ 7 3.1.3 个人代理人体系简介 ............................................................................ 9 3.2 个人代理人市场竞争状况及公司经营现状 .................................................. 14 3.2.1 个人代理人市场竞争形势 .................................................................. 14 3.2.2 个人代理人模式经营状况 .................................................................. 16 3.3 个人代理人模式存在的问题 .......................................................................... 23 3.3.1 个人代理人职业素质不高 .................................................................. 23 3.3.2 个人代理人收入偏低 .......................................................................... 25 3.3.3 个人代理人流动性大 .......................................................................... 26 第四章 A寿险公司四川分公司个人代理人问题的原因分析 .................................. 30 4.1 个人代理人问题研究方法和思路 .................................................................. 30 4.2 个人代理人问题问卷调查 .............................................................................. 30 4.2.1 调查问卷设计 ...................................................................................... 30 4.2.2 问卷调查描述分析 .............................................................................. 30 目录 IV 4.3 深度访谈调研 .................................................................................................. 45 4.3.1 深度访谈内容设计 .............................................................................. 45 4.3.2 深度访谈结果分析 .............................................................................. 46 4.4 原因分析 .......................................................................................................... 48 4.4.1 公司对个人代理人招募要求过低 ...................................................... 48 4.4.2 个人代理人普遍技能低、市场竞争激烈 .......................................... 48 4.4.3 个人代理人收入分配等制度不合理 .................................................. 49 4.4.4 公司对个人代理人支持不足 .............................................................. 49 第五章 A寿险公司四川分公司个人代理人管理策略 .............................................. 50 5.1 总体思路 .......................................................................................................... 50 5.2 变革个人代理人销售模式 .............................................................................. 50 5.3 转变个人代理人人员管理模式 ...................................................................... 51 5.3.1 优化个人代理人队伍结构 .................................................................. 51 5.3.2 优化个人代理人队伍激励机制 .......................................................... 53 5.3.3 改善队伍留存水平 .............................................................................. 55 5.4 优化公司服务保障能力 .................................................................................. 56 第六章 研究结论与展望 .............................................................................................. 58 致谢 ................................................................................................................................ 59。。。。。。以下内容略