我国保险中介市场的现状与发展研究
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摘要
改革开放以来,随着经济的快速发展,人们的保险需求日益增长,但很多时候,消费者对于自己真正需要的保险产品的时间和种类并不是非常清楚,特别容易低估风险。因此,保险中介的地位和作用则愈显重要。
在成熟的保险市场上,保险中介作为不可或缺的主体之一,与保险公司之间是一种相互依赖、相互促进的发展关系。保险中介的出现是保险产业分工的需要和必然结果,保险中介的发达是保险产业链完善与成熟的主要标志。从产业经济学的理论的角度来说,保险中介是连接整个保险供需链中的“横向协作链”,是关键的一链；从保险市场理论的角度来说,保险中介机构是保险业的市场主体之一,保险中介市场是与保险产业化相适应的子市场；从信息经济学的角度来说,保险中介市场的存在对于降低保险需求双方的信息的不对称和提高市场效率起到了积极的作用。
我国的保险中介发展起步较晚,底子较薄弱,但随着保险产业化的进程,保险中介机构在数量上已较为可观,业务规模和市场份额迅速增长,与保险公司的合作关系逐渐加深,经营水平有所提高,创新能力不断增强。当然,在取得一系列发展成效的同时,我们也要看到发展过程中存在的问题,如专业中介机构方面存在着规模小、发展不均衡,定位不清、专业人才缺失,内控薄弱,核心竞争力有待提升等不足；在兼业代理方面存在着经营管理、市场行为不规范,代理业务内涵价值不高及监管不到位现象；在个人代理方面,存在着专业素质不强,管理不足,从业队伍不稳定等。与英、日、美等海外发达的保险中介市场相比,我国的中介市场也还存在着较大的差距,如目前我国的保险中介机构规模小、市场占有率低；专业化水平较低,业务不规范；中介机构与保险公司没有形成深层次的战略合作等。
针对保险中介市场存在的问题,我们应积极探讨相应的解决对策,从中介服务的供给主体、需求主体及外部监管角度分别展开。首先是要明确我国保险中介市场的发展方向,根据我国的具体发展现实选择合适的运行模式。其次是全面提高对中介行业自身的要求,一方面是要加强其综合素质建设,包括提升中介从业人员的素质,明确市场定位、走专业化道路,加强诚信建设、制度建设、行业自律等；另一方面,可以从产品、服务、销售渠道、组织等不同方面积极创新。再次是改善保险中介发展的外部环境,包括加大对自身的宣传力度,引导消费者保险意识的提高；保险公司要积极参与行业改革,转变发展方式,实现保险产业链上的合理分工,走集约化发展道路,同时也要强化其对代理机构和保险营销员的管理责任；监管当局则要推动市场竞争机制的灵活性和能动性作用的发挥,提高市场主体质量,并积极促进行业体制改革,完善相应的法律法规；同时,行业自律及社会监督等力量要积极发挥其对中介市场行为的约束作用。
可以预见的是,在各方的共同努力下,随着保险产业分工的细化,中介运营、服务能力的增强,其与保险公司的合作将更加密切,重要性和影响力将进一步凸显。
In China, since reform and opening up, along with rapid economic development, people's insurance needs have been increasing, but usually consumers are not so clear about the time and types of insurance products which they really need. They easily underestimate the risk. Therefore, the status and role of insurance intermediaries are becoming more and more important.
In a mature insurance market, insurance intermediaries, as one of the main indispensable identities, are mutually interdependent and improvement with insurance companies. The emergence of insurance intermediary is the needs of the division of labor and the inevitable result of insurance industry, the prosperity of insurance intermediary is the major symbol of perfection arid maturity of insurance industry chain. From the perspective of the theory of industrial economics, as the "horizontal collaboration chain" which connects the whole insurance supply chain, the insurance intermediary is the key chain; from the perspective of the theory of insurance market, the insurance intermediary is one of the main identities in insurance market. It is sub-market which is compatible with the industrialization of insurance; from the perspective of information economics, the existence of the insurance intermediary market plays a positive role in reducing the information asymmetry of both sides in insurance needs and improving market efficiency.
In China, the development of insurance intermediary starts late, and the foundation is weak, but as the process of the industrialization of insurance, the number of insurance intermediaries has been more impressive, business scale and market share grow rapidly, the cooperation with the insurance company deepens gradually, operation level has increased, and the capacity of innovation is increased. Of course, as we made series of achievements, we must also clearly find the problems exist in the development process, such as small scale, uneven development, unclear position, lack of professional personnel, weak internal control and lack of competitiveness for professional intermediaries; in terms of part time-agents, the operation management and market behavior are not standardized, the embedded value of agency business is not high and the supervision is lack; for individual agents, there exists poor professional quality, inadequate management, instable practitioners team. compared with the developed insurance intermediaries of Britain, Japan, the United States and other overseas markets, our intermediary market still has large gaps, for example, the scale is small, the market share is low, professional level is low, business is not standardized and they don't form deep and strategic cooperation between intermediaries and insurance companies.
As for these problems exist in insurance market, we should actively explore the corresponding countermeasures. I will discuss these from the supply identity, the need identity and the external regulation of intermediary service. First, we should clearly understand the development direction of China's insurance intermediary market and chose the appropriate operational mode according to the reality of specific development. Second, comprehensively improve the self-requirements of intermediaries, on the one hand, strengthen the overall quality, including upgrading the quality of agency employees, defining market position, taking the road of professionalism, strengthening the integrity, system construction and industry self-regulation, etc; on the one hand, actively innovate on products, services, sales channels and organization. Third, improve the external environment for the development of insurance intermediaries. For example, insurance intermediary should increase the publicity of themselves and guide consumers to increase the insurance awareness; the insurance companies should actively participate in industry reform, transform the development mode, achieve a reasonable division of labor of the insurance industry chain and take intensive development path, simultaneously, the insurance companies should strengthen the management responsibilities to their agencies and marketing personnel. The regulatory authorities should help to exert the flexibility and initiative of market competition mechanism, improve the quality of market identities, and actively promote the industry restructuring and perfect the relevant laws and regulations; at the same time, forces from self-discipline and social supervision should actively play its constraint role for intermediary market behavior.
What we can expect is:with the joint efforts of all parties, as the refining division of insurance industry, the improvement of the intermediary operations and service capabilities, the insurance intermediaries will have closer cooperation with the insurance companies and their importance and influence will be further highlighted.
在成熟的保险市场上,保险中介作为不可或缺的主体之一,与保险公司之间是一种相互依赖、相互促进的发展关系。保险中介的出现是保险产业分工的需要和必然结果,保险中介的发达是保险产业链完善与成熟的主要标志。从产业经济学的理论的角度来说,保险中介是连接整个保险供需链中的“横向协作链”,是关键的一链；从保险市场理论的角度来说,保险中介机构是保险业的市场主体之一,保险中介市场是与保险产业化相适应的子市场；从信息经济学的角度来说,保险中介市场的存在对于降低保险需求双方的信息的不对称和提高市场效率起到了积极的作用。
我国的保险中介发展起步较晚,底子较薄弱,但随着保险产业化的进程,保险中介机构在数量上已较为可观,业务规模和市场份额迅速增长,与保险公司的合作关系逐渐加深,经营水平有所提高,创新能力不断增强。当然,在取得一系列发展成效的同时,我们也要看到发展过程中存在的问题,如专业中介机构方面存在着规模小、发展不均衡,定位不清、专业人才缺失,内控薄弱,核心竞争力有待提升等不足；在兼业代理方面存在着经营管理、市场行为不规范,代理业务内涵价值不高及监管不到位现象；在个人代理方面,存在着专业素质不强,管理不足,从业队伍不稳定等。与英、日、美等海外发达的保险中介市场相比,我国的中介市场也还存在着较大的差距,如目前我国的保险中介机构规模小、市场占有率低；专业化水平较低,业务不规范；中介机构与保险公司没有形成深层次的战略合作等。
针对保险中介市场存在的问题,我们应积极探讨相应的解决对策,从中介服务的供给主体、需求主体及外部监管角度分别展开。首先是要明确我国保险中介市场的发展方向,根据我国的具体发展现实选择合适的运行模式。其次是全面提高对中介行业自身的要求,一方面是要加强其综合素质建设,包括提升中介从业人员的素质,明确市场定位、走专业化道路,加强诚信建设、制度建设、行业自律等；另一方面,可以从产品、服务、销售渠道、组织等不同方面积极创新。再次是改善保险中介发展的外部环境,包括加大对自身的宣传力度,引导消费者保险意识的提高；保险公司要积极参与行业改革,转变发展方式,实现保险产业链上的合理分工,走集约化发展道路,同时也要强化其对代理机构和保险营销员的管理责任；监管当局则要推动市场竞争机制的灵活性和能动性作用的发挥,提高市场主体质量,并积极促进行业体制改革,完善相应的法律法规；同时,行业自律及社会监督等力量要积极发挥其对中介市场行为的约束作用。
可以预见的是,在各方的共同努力下,随着保险产业分工的细化,中介运营、服务能力的增强,其与保险公司的合作将更加密切,重要性和影响力将进一步凸显。
In China, since reform and opening up, along with rapid economic development, people's insurance needs have been increasing, but usually consumers are not so clear about the time and types of insurance products which they really need. They easily underestimate the risk. Therefore, the status and role of insurance intermediaries are becoming more and more important.
In a mature insurance market, insurance intermediaries, as one of the main indispensable identities, are mutually interdependent and improvement with insurance companies. The emergence of insurance intermediary is the needs of the division of labor and the inevitable result of insurance industry, the prosperity of insurance intermediary is the major symbol of perfection arid maturity of insurance industry chain. From the perspective of the theory of industrial economics, as the "horizontal collaboration chain" which connects the whole insurance supply chain, the insurance intermediary is the key chain; from the perspective of the theory of insurance market, the insurance intermediary is one of the main identities in insurance market. It is sub-market which is compatible with the industrialization of insurance; from the perspective of information economics, the existence of the insurance intermediary market plays a positive role in reducing the information asymmetry of both sides in insurance needs and improving market efficiency.
In China, the development of insurance intermediary starts late, and the foundation is weak, but as the process of the industrialization of insurance, the number of insurance intermediaries has been more impressive, business scale and market share grow rapidly, the cooperation with the insurance company deepens gradually, operation level has increased, and the capacity of innovation is increased. Of course, as we made series of achievements, we must also clearly find the problems exist in the development process, such as small scale, uneven development, unclear position, lack of professional personnel, weak internal control and lack of competitiveness for professional intermediaries; in terms of part time-agents, the operation management and market behavior are not standardized, the embedded value of agency business is not high and the supervision is lack; for individual agents, there exists poor professional quality, inadequate management, instable practitioners team. compared with the developed insurance intermediaries of Britain, Japan, the United States and other overseas markets, our intermediary market still has large gaps, for example, the scale is small, the market share is low, professional level is low, business is not standardized and they don't form deep and strategic cooperation between intermediaries and insurance companies.
As for these problems exist in insurance market, we should actively explore the corresponding countermeasures. I will discuss these from the supply identity, the need identity and the external regulation of intermediary service. First, we should clearly understand the development direction of China's insurance intermediary market and chose the appropriate operational mode according to the reality of specific development. Second, comprehensively improve the self-requirements of intermediaries, on the one hand, strengthen the overall quality, including upgrading the quality of agency employees, defining market position, taking the road of professionalism, strengthening the integrity, system construction and industry self-regulation, etc; on the one hand, actively innovate on products, services, sales channels and organization. Third, improve the external environment for the development of insurance intermediaries. For example, insurance intermediary should increase the publicity of themselves and guide consumers to increase the insurance awareness; the insurance companies should actively participate in industry reform, transform the development mode, achieve a reasonable division of labor of the insurance industry chain and take intensive development path, simultaneously, the insurance companies should strengthen the management responsibilities to their agencies and marketing personnel. The regulatory authorities should help to exert the flexibility and initiative of market competition mechanism, improve the quality of market identities, and actively promote the industry restructuring and perfect the relevant laws and regulations; at the same time, forces from self-discipline and social supervision should actively play its constraint role for intermediary market behavior.
What we can expect is:with the joint efforts of all parties, as the refining division of insurance industry, the improvement of the intermediary operations and service capabilities, the insurance intermediaries will have closer cooperation with the insurance companies and their importance and influence will be further highlighted.
引文
①沈健.保险中介[M].上海财经大学出版社
①陈朝先.保险中介[M].西南财经大学出版社.
①数据由《2009年我国保险中介市场报告》整理而得
①孙蓉等.发达国家保险中介人制度模式及其启示[J].财经科学,2002,(4).
[1]白琳.银行保险-个人产险营销的发展方向[D].厦门大学,2007.
[2]陈大伟.保险中介的资本攻略[J].大众理财顾问,2008,(01)：25-28.
[3]陈文辉.努力实现保险中介行业可持续发展[J].中国金融,2009,(12)：15-16.
[4]柴亦兵.辽宁保险中介行业发展策略研究[D], 大连理工大学,2008.
[5]崔慧贤.我国保险中介制度的模式选择及路径安排—基于制度经济学的视角[J].华东理工大学学报社会科学版,2007,(4)：43-45.
[6]二00九年保险中介市场发展报告[R].中国保险监督管理委员会网站：http://www.circ.gov.cn/web/site0/tab40/i122920.htm,2010-02-23.
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①陈朝先.保险中介[M].西南财经大学出版社.
①数据由《2009年我国保险中介市场报告》整理而得
①孙蓉等.发达国家保险中介人制度模式及其启示[J].财经科学,2002,(4).
[1]白琳.银行保险-个人产险营销的发展方向[D].厦门大学,2007.
[2]陈大伟.保险中介的资本攻略[J].大众理财顾问,2008,(01)：25-28.
[3]陈文辉.努力实现保险中介行业可持续发展[J].中国金融,2009,(12)：15-16.
[4]柴亦兵.辽宁保险中介行业发展策略研究[D], 大连理工大学,2008.
[5]崔慧贤.我国保险中介制度的模式选择及路径安排—基于制度经济学的视角[J].华东理工大学学报社会科学版,2007,(4)：43-45.
[6]二00九年保险中介市场发展报告[R].中国保险监督管理委员会网站：http://www.circ.gov.cn/web/site0/tab40/i122920.htm,2010-02-23.
[7]高舜嘉、张林涛.中资保险中介发展现状及其SOWT分析[J].改革与战略,2008,(09)：44-46.
[8]高晓辉.中外保险中介市场比较分析及政策建议[J].保险研究,2006,(1)：30-32.
[9]江生忠.保险中介教程[M].北京：对外经济贸易大学出版社,2006.186-190.
[10]郎澄.对促进中国保险中介机构健康发展的思考[J].理论界,2006,(5)：38-42.
[11]林辉、周秀英、于彬.保险中介理论与实务[M].北京：清华大学出版社,2006.80-90.
[12]刘冬娇.保险中介诚信的多维透视与综合治理[J].保险研究,2006,(3)：49-54.
[13]刘连生、申河.保险中介[M].北京：中国金融出版社,2007.126-135.
[14]刘晓敏.对我国保险经纪行业发展的研究[J].海南金融,2006,(11)：37-40.
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