【作者】 张宇；

【导师】 秦学志；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 近年来,我国的保险公司数量增长迅速,呈现出一片繁荣景象。但也产生了诸如:无序扩张、营销欺诈、风控技术滞后、信息泄露等方面的问题,不仅给保险公司带来不小的损失,同时也造成许多不良的社会影响。根据我国保险监督管理部门发布的行政处罚结果,近年来全国保险监督管理系统累计在官网上公布的行政处罚金额在逐年增长,因此,完善保险公司的营销合规管理策略,有望提升企业营销合规管理的有效性,保障企业健康稳健发展。本文所研究的D人寿保险大连分公司(以下简称D公司),是中国P集团在深圳之外成立的第一家人寿保险分公司,虽然发展很快,但也面临着同样的行业问题,正是由于D公司的营销合规管理存在一定问题,因此会受到我国保险监督管理部门的行政处罚,使D公司的品牌价值受到了不良影响。本文首先结合委托代理理论、全面风险管理理论和最大诚信原则,对D公司营销合规管理的法律制度、风险检测和合规评审现状进行了分析,明确了D公司在营销合规管理方面存在的问题,结合国内外营销合规管理的研究经验,进而研究出适用于D公司的代理人制度改进策略、风险检测管理手段改进策略和合规评审管理信息化改进策略,为保证改进策略的有效性,给出营销合规管理在人力制度、薪资福利和信息技术三个方面的保障举措,进一步完善营销合规管理的改进策略,并完成营销合规管理改进策略的有效实行,最终实现提高公司的社会责任感和社会大众的投保信心,为保险行业的健康、可持续发展提供一定的借鉴意义。面对社会快速的发展和市场不断的变化,保险公司应当坚决遵守我国对金融监督管理的发展要求,努力提高营销合规管理标准,坚持提升营销合规管理效率,保证营销合规管理工作的稳定开展。更多还原

【Abstract】 In recent years,the number of insurance companies in China has shown a trend of rapid growth,presenting a prosperous scene.However,there are also problems such as: unlimited sprawl,marketing fraud,risk control technology lag,information leakage and so on at the same time,which not only bring a lot of losses to insurance companies,but also cause a lot of bad social influence.According to the administrative penalty data issued by China’s insurance regulatory department,in recent years,the accumulative amount of administrative penalty published on the official website of the national insurance regulatory system has been increasing year by year.Therefore,improving the marketing compliance management strategy of insurance companies is expected to enhance the effectiveness of enterprise marketing compliance management and ensure the healthy and steady development of enterprises.The D Life Insurance Company Branch in Dalian(hereinafter,D company)studied in this thesis is the first insurance branch of P Insurance(Group)Company of China,Ltd.established outside Shenzhen.Although the development is fast,it also faces the same industry problems.The name of D company often appears in the administrative penalty list issued by China’s insurance regulatory department.First,this thesis analyzes and studies the current situation of legal system,risk detection and compliance review of D company’s marketing compliance management,based on the theoretical basis of principal-agent theory,total risk management theory,and game theory.Then the study finds out the existing problems of D company’s marketing compliance management and analyses the causes for the problems by using for reference from domestic and foreign marketing compliance management experiences.By this way,the agent system improvement strategy,risk detection management improvement strategy and compliance review management informatization improvement strategy applicable to D company are set up,and combined with the limitations of the improvement strategy,the supporting measures of marketing compliance management in manpower system,salary and welfare and information technology are given for further perfection and implementation of the marketing compliance management improvement strategy.Finally,it can improve the company’s sense of social responsibility and the public’s confidence in insurance,and provide certain reference for the healthy and sustainable development of the insurance industry.In the face of rapid market changes and social development,insurance companies should abide by the development requirements of China’s financial regulation,constantly improve the company’s marketing compliance management standards,improve the efficiency of marketing compliance management,and ensure the marketing compliance management go well.更多还原