【作者】 邓昀；

【导师】 唐金成；

【作者基本信息】 广西大学 ， 金融学， 2007， 硕士

【摘要】 寿险个人营销制度是指由个人代理人进行寿险业务拓展的制度，这种营销制度被引入我国后，为我国寿险业的发展作出了重要的贡献，也是目前我国寿险业的主流营销制度。但是近年来，随着在市场检验中暴露出来的问题越来越多、越来越尖锐，个人营销制度遭受的质疑声和非议声也越来越大。与此同时，围绕我国寿险个人营销制度改革所展开的理论探讨和实践创新也在不断地进行当中。本文综合运用服务营销学和制度经济学的相关理论，在认真总结国内外寿险营销制度的成功经验和失败教训的基础上，指出我国寿险业正处于发展的初级阶段，市场环境仍很不完善，在此现实国情下，我们不能轻易地彻底否定个人营销制度在目前以及今后一段不短时间内的地位和作用，而应该对其不断地加以完善和改进。因此，寿险个人营销制度的改革和创新是必须的，但是要从制度的正式约束、非正式约束以及实施机制等方面循序渐进地进行。其中改革的关键点在于从制度上理顺寿险公司与个人代理人之间的关系，在实践中加强对个人代理人的管理和支持，使个人营销制度能发挥出更大的效用。更多还原

【Abstract】 The personal marketing system in life insurance industry, which ischaracterized by the personal agents who carry out the selling of life insuranceproducts, has contributed a lot to the development of domestic life insuranceindustry since its first emergence in China and is still the dominant marketingsystem nowadays. In recent years, however, moreand more doubts andcriticisms on the system have come out as a result that more and more sharpproblems arise from market operation. Meanwhile, theoretical discussions andpractice innovations focusing on the reform of personal marketing system of lifeinsurance are in progress as well. By comprehensively adopting the relatedtheories of service marketing and institutional economics, and on the basis of aconscientious review of the successful experience and lessons in this fieldhome and abroad, the author suggests that the domestic life insurance industry isin the primary stage of development and in a market environment far fromperfect. Considering the actual conditions of China, we should keep the personalmarketing system improving instead of abandoning it lightly. Therefore, thepersonal marketing system of life insurance needs to be reformed progressivelyfrom the aspects of the formal constraints, informal constraints and enforcementmechanism. The key points of the reform lie in a better system balance between personal agents and life insurance companies, and in a strengthenedmanagement of and support for personal agents, so as to make full use of thepersonal marketing system.更多还原