随着以风险为导向的偿付能力监管体系“偿二代”的实施，声誉风险管理作为七 大不可量化风险之一，被纳入全面风险管理体系。而声誉风险管理在保险行业作为一 个较新的课题，其管理手段的的完善、管理水平的提升就显得尤为重要。 目前国内外研究中，暂时缺少对寿险企业声誉风险的全流程的管控标准化、制式化 方案的研究。本研究将试图通过对声誉风险的流程化管理研究，提出可行的标准化管理 建议，帮助提升寿险企业的声誉风险管理水平和能力。以往国内寿险公司声誉风险管理 相关研究，均仅针对寿险企业声誉风险管理的诱因、传导等某一点或者声誉风险管理本 身进行分析，并未对寿险公司声誉风险管理机制、流程建设进行进一步分析。 本文采用理论研究与实践研究相结合的方法，介绍了笔者在人寿保险公司的声誉风 险管理实践、交流学习中思考建立的声誉风险管理机制模型，包括声誉风险管理制度建 设、针对声誉风险管理机制有效性的审计制度安排、针对声誉风险流程执行效果的事后 考核落实等。本文以A人寿保险公司（一家中小型人寿保险公司）为例，结合行业特点 与企业特性，通过对业内声誉风险管理现状进行分析，发现声誉风险管理痛点，结合A 人寿保险公司实际情况，针对A人寿保险公司声誉风险管理能力和水平进行了研究，设 计了一套体系化的声誉风险管理机制，以此来帮助提升该公司声誉风险管理能力、水平 和效率，推动实现公司声誉风险的有效防范和化解，从而使公司的品牌形象得到有效维 护，也是本文的创新所在，希望能够为其他人寿保险公司的声誉风险管理能力和水平提 升提供参考。 关键词：偿二代；人寿保险；声誉风险 II RESEARCH ON REPUTATION RISK MANAGEMENT OF LIFE INSURANCE COMPANY A ABSTRACT With the implementation of the risk-oriented solvency supervision system " China Risk Oriented Solvency System", reputation risk management, as one of the seven unquantifiable risks, has been incorporated into the overall risk management system. As a relatively new topic in the insurance industry, it is particularly important to improve reputation risk management means and management level At present, there is a lack of research on the standardized and standardized management and control of the whole process of reputation risk of life insurance enterprises in domestic and foreign studies. This study will try to put forward feasible standardized management suggestions through the research on the process management of reputation risk, to help improve the reputation risk management level and ability of life insurance enterprises. Previous studies on reputation risk management of domestic life insurance companies only focused on the inducement and transmission of reputation risk management of life insurance companies or reputation risk management itself, but did not analyze and study the means of reputation risk management of life insurance companies and the mechanism and process construction of whole process reputation risk management of life insurance companies, so as to improve the reputation risk management of life insurance companies to provide solutions. This paper introduces the reputation risk management mechanism model established by the author in the practice of reputation risk management and exchange study of life insurance company, including the construction of reputation risk management system, the arrangement of audit system for the effectiveness of reputation risk management mechanism, and the III implementation of post evaluation for the implementation effect of reputation risk process And so on. This paper takes Life Insurance Company A(a medium-sized life insurance company) as an example, combined with the characteristics of the industry and the characteristics of enterprises, through the analysis of the current situation of reputation risk management in the industry, finds out the pain points of reputation risk management, combined with the actual situation of Life Insurance Company A, studies the reputation risk management ability and level of Life Insurance Company A, and designs a set of systematic reputation risk management The risk management mechanism is to help improve the company's reputation risk management ability, level and efficiency, promote the effective prevention and resolution of the company's reputation risk, so as to effectively maintain the company's brand image, which is also the innovation of this paper, hoping to provide reference for other life insurance companies to improve their reputation risk management ability and level. KEY WORDS：China Risk Oriented Solvency System; Life insurance; Reputation risk IV 目 录 摘要 .................................................................I ABSTRACT .............................................................. II 第一章 绪论 .............................................................1 1.1 选题背景与意义 ..........................................................................................................1 1.1.1 选题的背景 ................................................................................................................1 1.1.2选题的意义 .................................................................................................................2 1.2 国内外研究综述 ..........................................................................................................3 1.2.1 国外研究综述 ............................................................................................................3 1.2.2 国内研究综述 ............................................................................................................4 1.3研究方法和研究内容......................................................................................................7 1.3.1 研究内容 ....................................................................................................................7 1.3.2 研究方法 ....................................................................................................................8 1.4 本文的创新和不足 ........................................................................................................8 1.4.1本文的主要创新点......................................................................................................8 1.4.2存在的不足 .................................................................................................................9 第二章 相关理论概述 .................................................... 10 2.1 相关概念界定 ..............................................................................................................10 2.1.1声誉风险 ................................................................................................................... 10 2.1.2 声誉事件 .................................................................................................................. 10 2.1.3 声誉风险管理 .......................................................................................................... 10 2.2声誉风险的基本特征....................................................................................................12 2.2.1诱发因素复杂 ........................................................................................................... 12 2.2.2传播速度快 ............................................................................................................... 13 2.2.3 危害范围广、程度大 ............................................................................................... 14 2.3 声誉风险的影响因素...................................................................................................14 V 2.3.1 员工素质 .................................................................................................................. 14 2.3.2 公司管理水平 .......................................................................................................... 15 2.3.3 公司规模 .................................................................................................................. 16 2.3.4舆论环境 ................................................................................................................... 17 2.4声誉风险管理的理论依据 ............................................................................................18 2.4.1金融消费者权益