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MBA论文_Z公司辽宁分公司保险代理人激励机制改进研究

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大连理工大学专业学位硕士学位论文


改革开放以来,中国保险行业迎来了高速发展的黄金时期。1996年,友邦保险将保
险代理人制度引入中国,这一制度极大强化了各家保险公司的保险销售能力,使得保险
市场的发展变得更加迅速。但与此同时,保险行业和保险企业的快速发展同样使得行业
原有的蓝海市场迅速收窄,红海竞争逐渐成为了保险市场的常态,各家保险公司对于凭
借自身保险销售能力增长来占领更多市场份额的渴求也日益强烈,保险代理人也因此成
为了各家保险公司的核心资源,也使得保险代理人激励机制作为提升保险代理人活力的
关键被各家保险公司所重视,在各家保险公司不断强化自身产品销售能力方面发挥着至
关重要的作用。
Z人寿保险(集团)公司是中管特大型金融企业之一,是中国第五大金融企业。辽
宁分公司是 Z人寿保险(集团)公司下辖的人身保险板块公司 Z人寿保险股份有限公司
(以下简称 Z 公司)在辽宁地区设立的省级分公司,公司下辖各级经营机构数量超过
500家,保险代理人团队规模超过 2万人,年保费收入突破 100亿元,是辽宁地区规模
最大的寿险公司,在辽宁地区的寿险市场中具有举足轻重的作用。本文将从激励机制的
探究角度入手,结合 Z公司辽宁分公司保险代理人激励的现状进行分析,对保险代理人
激励机制提出优化方案,力图通过提升公司对于保险代理人团队的激励水平以提升保险
代理人的团队粘性、销售活力和销售能力,为公司进一步拓展市场,提升保费收入提供
有力参考。
本文由六个部分组成,分别是绪论、保险代理人激励机制的理论基础、Z公司辽宁
分公司保险代理人激励机制现状、Z 公司辽宁分公司代理人激励机制的问题及原因、Z
公司辽宁分公司代理人激励机制优化方案及结论与展望,本文将从薪酬、考核、培训和
荣誉四个方面入手,对辽宁公司现行激励机制进行调整,在强化激励机制有效性的同时
兼顾调整的可行性,为公司推动方案带来有切实有效的实施路径。
关键词:人力资源管理;保险代理人;激励机制
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Z公司辽宁分公司保险代理人激励机制改进研究
Research on Optimization of Incentive Mechanism of Insurance Agent
Team of Z Life Insurance Liaoning Company
Abstract
Since the reform and opening up, China's insurance industry has ushered in a golden period
of rapid development. In 1996, AIA introduced the insurance agent system into China, which
greatly strengthened the insurance sales capacity of various insurance companies and made the
insurance market develop more rapidly. But at the same time, the rapid development of the
insurance industry and insurance companies also reduces the industry, the original blue ocean
market quickly narrowed, the red sea competition gradually become the norm in the insurance
market, insurance companies for its own insurance sales growth to occupy more market share
of desire is increasingly intense, insurance agent and therefore become the insurance company's
core resources, As the key to improve the vitality of insurance agents, insurance companies
attach great importance to the incentive mechanism of insurance agents, which plays a crucial
role in strengthening the sales ability of their own products.
Z Life Insurance (Group) Company is one of the largest financial enterprises and the fifth
largest financial enterprise in China.Branch is Z life insurance (group) company in liaoning
province has the life insurance company Z life insurance co., LTD. (Hereinafter referred to as
Z Company) established in liaoning provincial branch, system-wide management institutions
at all levels more than 500, agent team size more than 20000 people, year premium income
reached 10 billion yuan, is the liaoning province's largest life insurance company,It plays an
important role in the life insurance market in Liaoning.This article from the perspective of
incentive mechanism of exploration, this paper combined with Z life insurance co., LTD.,
analyzing the present situation and problems of liaoning province branch of insurance agent
incentive to the company agent incentive mechanism optimization scheme is put forward, trying
to companies for insurance agent team motivation level through ascension to improve viscous
agent team force, vitality and sales ability,For the company to further expand the market,
increase the premium income to provide a strong reference.
This paper consists of six parts.Respectively is the introduction, the theoretical basis for
the incentive mechanism of insurance agent, Z Company Liaoning Branch insurance agent
incentive mechanism present situation, Z Company Liaoning Branch agent problems and the
reasons of the incentive mechanism, Z Company Liaoning Branch agent incentive mechanism
optimization scheme and conclusion and prospect,This paper will start from the four aspects of
salary, assessment, training and honor, adjust the current incentive mechanism of Liaoning
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大连理工大学专业学位硕士学位论文
company, strengthen the effectiveness of the incentive mechanism while taking into account
the feasibility of adjustment, and bring a practical and effective implementation path for the
company to promote the plan.
Keywords: HRM, Ltd.;Insurance agent;Incentive mechanism
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