基于顾客满意度的平安人寿保险公司寿险代理渠道管理研究
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摘要
中国保险市场经过十几年的发展,现已成为世界上最具潜力的市场。随着中国保险市场的对外开放和外资保险公司的大举进入,中国保险业开始面临前所未有的机遇与挑战。中国平安人寿保险股份有限公司在借鉴了美国友邦公司个人代理制的基础上,凭借先进的管理体制、优秀的经营理念、富有魅力的企业文化培养和建设了专业化代理人队伍,形成了具有平安特色的代理人制度。然而随着代理制的发展,也出现了很多问题：如代理人素质参差不齐、代理人流失率高等。这一系列问题在社会上产生了诸多不良后果和影响：如孤儿保单增多、顾客投诉率高、顾客满意度与忠诚度低、顾客对代理人和保险公司印象不好等等。
本文以顾客满意理论和营销渠道的相关理论为主要理论依据,以现实存在的问题为背景,通过定量分析和定性分析相结合,理论与实际相结合,国内和国外研究相结合等方法进行研究。文章第二章是关于营销渠道和顾客满意的相关理论；第三章在对该公司现有的三大渠道结构个人销售渠道、中间代理渠道和团体直销渠道论述的基础上,重点对个人销售渠道(代理制)从代理人的结构现状、代理人的管理等方面做了分析；第四章是对个人代理制下顾客满意度的测评研究,通过构建指标体系、各级指标体系的权重分布、问卷设计与调查、统计结果整理与分析,得到了顾客满意度的现状,并对代理人专业化程度、售后服务、孤儿保单后续服务和购买后的感受等几个顾客满意度较低的项目,进行了重点剖析；第六章是结论部分,在上一章分析的基础上从提高代理人的从业门槛、加强代理人的培训、改变佣金支付方式和薪金制度、塑造良好的企业文化来增强代理人归属感等四个方面来解决个人代理制存在的问题。
对企业而言,通过顾客满意度的测量,可以了解顾客满意度的现状,并对顾客满意度低的项目加以改善,可以使该公司更好适应未来激烈的竞争,提高核心竞争力。对消费者而言,通过顾客满意度的测量,企业提高了满意度低的项目,可以打消顾客的后顾之忧,放心消费,还有可能获得较高期望的产品或服务。不管从那个角度而言,顾客满意度的测量意义都是显而易见的。本文对中国平安人寿保险股份有限公司了解其顾客满意度的现状,提高满意度,适应未来的竞争状况有一定的现实意义,并对其他寿险公司和保险公司完善代理制也有一定意义。但是目前保险公司个人代理制出现这些问题,是我国保险代理制度不完善、代理人与保险公司关系不明确造成的。在不改变制度和代理人地位的前提下,目前代理制存在的问题很难得到彻底的解决。
With years development of insurance industry, China's insurance market has become one of the most potential market in the world. In the meantime, along with the entry into China's market of foreign insurance companies, China's insurance industry is being faced up with unprecedented chances and challenges. Ping An Life Insurance Company of China followed example of Agent System set up by American International Assurance Co. Ltd and formed an agent system with its own characteristics in term of its unique corporate concept, attractive company culture and advanced management. However, some problems arose along with the development of insurance agent system. For example, the quality of agent varies from person to person; A good agent tends to shift their jobs all the time. As a result, such problems produce some bad effect on the society such as rising of orphan's insurance policies, high rate of customers'complaints, low degree of satisfaction and loyalty, bad impression on the agents and the insurance companies.
In the first chapter, the theories of customer satisfactory degree and marketing strategies are generally introduced in term of qualitative analysis and quantitative analysis with reference to China's present situation in insurance development. In chapter two these theories are discussed in detail. Chapter three focuses on analysis of agent system (its organizational structure, present state, agent management) on basis of personal marketing channel, intermediate marketing channel and group marketing channel. In chapter four and five, how to test customer's degree of satisfaction is discussed as well as how to build testing index system, how to distribute every indicator in term of weighing approach, how to do survey and design of questionnaires and how to obtain the result from statistical analysis. Besides this article makes analysis on several issues which got the low degree of satisfaction such as the professional degree of agent group, after-sale service, follow-up service for orphans'insurance policies and impression on purchased products. Chapter six is the part of conclusion, aiming to solve problems existing in agent system from aspect of making more demanding standard on the agent quality and qualification, enhancing agent training, changing commission payment methods and salary system and cultivating agent's sense of responsibility by establishing corporate culture.
The test of customers'satisfactory degree can help the insurance companies learn what their service quality is and know how to improve it correspondingly so as to keep competitive in market. As far as the customer is concerned, he may be assured that the company will improve its service quality and he in turn may enjoy better service or get better insurance products. Whatever, the test of customers'satisfactory degree is of significance. This dissertation shows that the practice of Ping An Life Insurance Company of China is worth learning for other insurance companies to improve their competitiveness as well as the agent system. The problems currently arising in the agent system of insurance companies suggests that China's insurance agent system is far from perfect and the responsibility scope between the agent and the insurance company should have a clear-cut distinction. Otherwise, these problems can not be solved immediately.
本文以顾客满意理论和营销渠道的相关理论为主要理论依据,以现实存在的问题为背景,通过定量分析和定性分析相结合,理论与实际相结合,国内和国外研究相结合等方法进行研究。文章第二章是关于营销渠道和顾客满意的相关理论；第三章在对该公司现有的三大渠道结构个人销售渠道、中间代理渠道和团体直销渠道论述的基础上,重点对个人销售渠道(代理制)从代理人的结构现状、代理人的管理等方面做了分析；第四章是对个人代理制下顾客满意度的测评研究,通过构建指标体系、各级指标体系的权重分布、问卷设计与调查、统计结果整理与分析,得到了顾客满意度的现状,并对代理人专业化程度、售后服务、孤儿保单后续服务和购买后的感受等几个顾客满意度较低的项目,进行了重点剖析；第六章是结论部分,在上一章分析的基础上从提高代理人的从业门槛、加强代理人的培训、改变佣金支付方式和薪金制度、塑造良好的企业文化来增强代理人归属感等四个方面来解决个人代理制存在的问题。
对企业而言,通过顾客满意度的测量,可以了解顾客满意度的现状,并对顾客满意度低的项目加以改善,可以使该公司更好适应未来激烈的竞争,提高核心竞争力。对消费者而言,通过顾客满意度的测量,企业提高了满意度低的项目,可以打消顾客的后顾之忧,放心消费,还有可能获得较高期望的产品或服务。不管从那个角度而言,顾客满意度的测量意义都是显而易见的。本文对中国平安人寿保险股份有限公司了解其顾客满意度的现状,提高满意度,适应未来的竞争状况有一定的现实意义,并对其他寿险公司和保险公司完善代理制也有一定意义。但是目前保险公司个人代理制出现这些问题,是我国保险代理制度不完善、代理人与保险公司关系不明确造成的。在不改变制度和代理人地位的前提下,目前代理制存在的问题很难得到彻底的解决。
With years development of insurance industry, China's insurance market has become one of the most potential market in the world. In the meantime, along with the entry into China's market of foreign insurance companies, China's insurance industry is being faced up with unprecedented chances and challenges. Ping An Life Insurance Company of China followed example of Agent System set up by American International Assurance Co. Ltd and formed an agent system with its own characteristics in term of its unique corporate concept, attractive company culture and advanced management. However, some problems arose along with the development of insurance agent system. For example, the quality of agent varies from person to person; A good agent tends to shift their jobs all the time. As a result, such problems produce some bad effect on the society such as rising of orphan's insurance policies, high rate of customers'complaints, low degree of satisfaction and loyalty, bad impression on the agents and the insurance companies.
In the first chapter, the theories of customer satisfactory degree and marketing strategies are generally introduced in term of qualitative analysis and quantitative analysis with reference to China's present situation in insurance development. In chapter two these theories are discussed in detail. Chapter three focuses on analysis of agent system (its organizational structure, present state, agent management) on basis of personal marketing channel, intermediate marketing channel and group marketing channel. In chapter four and five, how to test customer's degree of satisfaction is discussed as well as how to build testing index system, how to distribute every indicator in term of weighing approach, how to do survey and design of questionnaires and how to obtain the result from statistical analysis. Besides this article makes analysis on several issues which got the low degree of satisfaction such as the professional degree of agent group, after-sale service, follow-up service for orphans'insurance policies and impression on purchased products. Chapter six is the part of conclusion, aiming to solve problems existing in agent system from aspect of making more demanding standard on the agent quality and qualification, enhancing agent training, changing commission payment methods and salary system and cultivating agent's sense of responsibility by establishing corporate culture.
The test of customers'satisfactory degree can help the insurance companies learn what their service quality is and know how to improve it correspondingly so as to keep competitive in market. As far as the customer is concerned, he may be assured that the company will improve its service quality and he in turn may enjoy better service or get better insurance products. Whatever, the test of customers'satisfactory degree is of significance. This dissertation shows that the practice of Ping An Life Insurance Company of China is worth learning for other insurance companies to improve their competitiveness as well as the agent system. The problems currently arising in the agent system of insurance companies suggests that China's insurance agent system is far from perfect and the responsibility scope between the agent and the insurance company should have a clear-cut distinction. Otherwise, these problems can not be solved immediately.
引文
[l]菲利普·科特勒.营销管理(亚洲版·第三版).中国人民大学出版社,2005.
[2]郭国庆.服务营销管理.中国人民大学出版社,2005.
[3]汤万金等.顾客满意测评理论与应用.中国计量出版社,2009.
[4]曹红欣,牟元军.我国保险代理制度的弊端及对策分析.现代商业,2008,(15).
[5]陈凤菊.顾客满意度测评研究综述.商业时代,2008,(6).
[6]陈飞.保险营销渠道选择策略研究.技术与市场,2006,(7)
[7]贺红梅.顾客满意度模型及测评体系的构建.集团经济研究,2007,(12).
[8]李丽萍.我国保险个人代理人渠道的现状与发展.特区经济,2006,(2).
[9]林卉.ACSI模型的因果关系检验研究.统计与决策,2005,(2).
[10]刘满凤.顾客满意度测评模型比较研究.江苏商论,2005,(11).
[11]李树利,徐思云.对个人保险代理人营销模式的思考.金融教学与研究,2008,(6).
[12]蒋丽君.国内保险业顾客满意度影响因素实证研究——以寿险分析为例. 浙江金融,2008,(4).
[13]简彩云.顾客满意度指数测评模型比较与借鉴.商业时代,2005,(11).
[14]彭荷芳.层次分析法在大型超市顾客满意度测评中的运用.商业时代2009,(9).
[15]荣幸,邹超.我国保险代理人制度现状分析.中国农业银行武汉培训学院学报,2008,(3).
[16]施玉梅.对保险代理人诚信缺失风险的防范.上海金融学院学报,2006,(6).
[17]童元松.论保险人对保险代理人的监督管理.哈尔滨商业大学学报(社会科学版),2008,(3).
[18]杨洁.浅议寿险个人代理人管理中存在的问题、原因及对策.集团经济研究,2007,(4).
[19]张瑞钢.我国当前保险代理人制度存在的问题及改进措施.大众科技,2009,(3).
[20]张晨.中国保险业诚信问题探讨.沿海企业与科技,2007,(4).
[21]张伟红.我国保险销售渠道建设探析. 保险研究,2008,(3).
[22]周建亨,刘泳.3PL客户满意度模糊评判方法. 东北大学学报(自然科学版),2009, (2).
[23]赵永玲.论寿险个人代理营销的困境及改革措施. 集团经济研究,2007,(13).
[24]曹旭东.平安人寿公司保险代理人激励问题研究(硕士论文)
[25]徐凌枫.T寿险公司合肥地区顾客满意度测评与对策(硕士论文)
[26]马芳.平安人寿顾客满意度测评研究(硕士论文)
[27]www.pingan.com中国平安网站
[28]www.iic.org.cn中国保险学会网
[2]郭国庆.服务营销管理.中国人民大学出版社,2005.
[3]汤万金等.顾客满意测评理论与应用.中国计量出版社,2009.
[4]曹红欣,牟元军.我国保险代理制度的弊端及对策分析.现代商业,2008,(15).
[5]陈凤菊.顾客满意度测评研究综述.商业时代,2008,(6).
[6]陈飞.保险营销渠道选择策略研究.技术与市场,2006,(7)
[7]贺红梅.顾客满意度模型及测评体系的构建.集团经济研究,2007,(12).
[8]李丽萍.我国保险个人代理人渠道的现状与发展.特区经济,2006,(2).
[9]林卉.ACSI模型的因果关系检验研究.统计与决策,2005,(2).
[10]刘满凤.顾客满意度测评模型比较研究.江苏商论,2005,(11).
[11]李树利,徐思云.对个人保险代理人营销模式的思考.金融教学与研究,2008,(6).
[12]蒋丽君.国内保险业顾客满意度影响因素实证研究——以寿险分析为例. 浙江金融,2008,(4).
[13]简彩云.顾客满意度指数测评模型比较与借鉴.商业时代,2005,(11).
[14]彭荷芳.层次分析法在大型超市顾客满意度测评中的运用.商业时代2009,(9).
[15]荣幸,邹超.我国保险代理人制度现状分析.中国农业银行武汉培训学院学报,2008,(3).
[16]施玉梅.对保险代理人诚信缺失风险的防范.上海金融学院学报,2006,(6).
[17]童元松.论保险人对保险代理人的监督管理.哈尔滨商业大学学报(社会科学版),2008,(3).
[18]杨洁.浅议寿险个人代理人管理中存在的问题、原因及对策.集团经济研究,2007,(4).
[19]张瑞钢.我国当前保险代理人制度存在的问题及改进措施.大众科技,2009,(3).
[20]张晨.中国保险业诚信问题探讨.沿海企业与科技,2007,(4).
[21]张伟红.我国保险销售渠道建设探析. 保险研究,2008,(3).
[22]周建亨,刘泳.3PL客户满意度模糊评判方法. 东北大学学报(自然科学版),2009, (2).
[23]赵永玲.论寿险个人代理营销的困境及改革措施. 集团经济研究,2007,(13).
[24]曹旭东.平安人寿公司保险代理人激励问题研究(硕士论文)
[25]徐凌枫.T寿险公司合肥地区顾客满意度测评与对策(硕士论文)
[26]马芳.平安人寿顾客满意度测评研究(硕士论文)
[27]www.pingan.com中国平安网站
[28]www.iic.org.cn中国保险学会网