太平人寿河南分公司个险业务发展策略研究
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摘要
1992年,美国友邦保险公司将个人寿险营销模式引入到中国保险市场,经过10多年的发展,这一模式推动着中国寿险业实现了跨越式发展,但其弊端也越来越多,很多保险公司开始寻求转型,积极探索新的个人寿险营销管理模式,太平人寿保险有限公司就是其中之一。
本文以太平人寿保险有限公司河南分公司为案例,采用案例分析的方法,结合定量、定性分析的方法,并借助PEST、SWOT等分析工具,深入研究了太平人寿河南分公司个险发展现状、影响因素和发展策略,并对发展策略的实施效果进行评估。首先本文介绍了研究的目的和意义、国内外研究、本文的内容和总体框架,然后研究了河南寿险市场发展现状,得出了河南寿险市场保费规模快速增长、市场主体不断增多、市场开发进一步深入的结论,接着研究了太平人寿河南分公司个险业务的发展现状,从研究情况来看,太平人寿河南分公司经过几年的发展,保费规模快速增长,外勤人力快速增长,客户积累不断扩大,市场地位不断提升,但也面临着公司品牌影响还较小、外勤队伍规模与主要主体相比还较小等发展困难,接下来,从市场环境、竞争环境、监管环境、保险需求及自身的SWOT分析等方面对影响太平人寿河南分公司个险业务发展的因素进行了分析,在分析的基础上提出了太平人寿河南分公司个险业务发展的策略,并从专业体系策略、机构发展策略、队伍建设策略、业务推动策略、产品策略、品质管理策略等方面进行了阐述。
最后通过保费规模、外勤人力、客户积累、市场份额等指标变化来对发展策略的实施效果进行评估,并针对策略实施后出现的问题提出了下一步设想。实践证明,太平人寿河南分公司实施的个险业务发展策略是很成功的。
Since American International Assurance Company brought individual life insurance marketing model into Chinese insurance market in 1992, the model has promoted Chinese life insurance realization of the leap-forward development during the past 10 years. However, at the same time, its disadvantages come out gradually. Many insurance companies begin to seek for transformation, and explore the new marketing management modes of individual life insurance actively, Taiping Life Insurance Co., Ltd. is one of them.
Based on the case study of Taiping Life Insurance Co., Ltd. Henan Branch, using PEST, SWOT analyzing instruments, it studies in-depth present status, affecting factors and strategy of Taiping Life insurance, Henan branch’s individual insurance development, and it accesses the implementation effects of those development strategies, with a combination of qualitative and quantitative analyzing methods.
First, this paper describes the purpose and significance of the present study, reviews the literature of studies at home and abroad, its content and the overall framework, and then it studies the present status of the life insurance market development in Henan. It concludes that in Henan life insurance market, the scale of premium is growing in size; market players are growing more; and also market needs further development. After that, it studies the present status of Taiping Life, Henan branch’s individual life insurance business development.
From the literature review, also it can be seen that after several years’development, Henan branch has obtained much progress: premium scale has been expanding rapidly, the field personnel has been growing stronger, the number of customers accumulated has been growing up; the position in market has been raising; but as while, it faces such difficulties in development as small impact of company’s brand, smaller field team size comparing with other major teams. And then, it analyzes factors affecting Henan branch individual insurance business development, from many aspects, such as marketing environment, competing environment, supervisory environment, insurance needs and SWOT analysis.
Based on the analysis above, it puts forward strategy of Taiping life, Henan branch’s individual insurance business development, and describes the professional system strategy, branch development strategy, team-building strategy, business promotion strategy, product strategy, and quality management strategy, etc.
At last, it accesses the implementation effect of development strategy, through the change of indicators, such as premium scale, field personnel resources, customer accumulation, market share. After that, it puts forward the plan for the next step according to the problems during strategy implementation. It proves that the strategy implementation of Taiping Life, Henan branch’s individual insurance business development is very successful.
本文以太平人寿保险有限公司河南分公司为案例,采用案例分析的方法,结合定量、定性分析的方法,并借助PEST、SWOT等分析工具,深入研究了太平人寿河南分公司个险发展现状、影响因素和发展策略,并对发展策略的实施效果进行评估。首先本文介绍了研究的目的和意义、国内外研究、本文的内容和总体框架,然后研究了河南寿险市场发展现状,得出了河南寿险市场保费规模快速增长、市场主体不断增多、市场开发进一步深入的结论,接着研究了太平人寿河南分公司个险业务的发展现状,从研究情况来看,太平人寿河南分公司经过几年的发展,保费规模快速增长,外勤人力快速增长,客户积累不断扩大,市场地位不断提升,但也面临着公司品牌影响还较小、外勤队伍规模与主要主体相比还较小等发展困难,接下来,从市场环境、竞争环境、监管环境、保险需求及自身的SWOT分析等方面对影响太平人寿河南分公司个险业务发展的因素进行了分析,在分析的基础上提出了太平人寿河南分公司个险业务发展的策略,并从专业体系策略、机构发展策略、队伍建设策略、业务推动策略、产品策略、品质管理策略等方面进行了阐述。
最后通过保费规模、外勤人力、客户积累、市场份额等指标变化来对发展策略的实施效果进行评估,并针对策略实施后出现的问题提出了下一步设想。实践证明,太平人寿河南分公司实施的个险业务发展策略是很成功的。
Since American International Assurance Company brought individual life insurance marketing model into Chinese insurance market in 1992, the model has promoted Chinese life insurance realization of the leap-forward development during the past 10 years. However, at the same time, its disadvantages come out gradually. Many insurance companies begin to seek for transformation, and explore the new marketing management modes of individual life insurance actively, Taiping Life Insurance Co., Ltd. is one of them.
Based on the case study of Taiping Life Insurance Co., Ltd. Henan Branch, using PEST, SWOT analyzing instruments, it studies in-depth present status, affecting factors and strategy of Taiping Life insurance, Henan branch’s individual insurance development, and it accesses the implementation effects of those development strategies, with a combination of qualitative and quantitative analyzing methods.
First, this paper describes the purpose and significance of the present study, reviews the literature of studies at home and abroad, its content and the overall framework, and then it studies the present status of the life insurance market development in Henan. It concludes that in Henan life insurance market, the scale of premium is growing in size; market players are growing more; and also market needs further development. After that, it studies the present status of Taiping Life, Henan branch’s individual life insurance business development.
From the literature review, also it can be seen that after several years’development, Henan branch has obtained much progress: premium scale has been expanding rapidly, the field personnel has been growing stronger, the number of customers accumulated has been growing up; the position in market has been raising; but as while, it faces such difficulties in development as small impact of company’s brand, smaller field team size comparing with other major teams. And then, it analyzes factors affecting Henan branch individual insurance business development, from many aspects, such as marketing environment, competing environment, supervisory environment, insurance needs and SWOT analysis.
Based on the analysis above, it puts forward strategy of Taiping life, Henan branch’s individual insurance business development, and describes the professional system strategy, branch development strategy, team-building strategy, business promotion strategy, product strategy, and quality management strategy, etc.
At last, it accesses the implementation effect of development strategy, through the change of indicators, such as premium scale, field personnel resources, customer accumulation, market share. After that, it puts forward the plan for the next step according to the problems during strategy implementation. It proves that the strategy implementation of Taiping Life, Henan branch’s individual insurance business development is very successful.
引文
[1]李金辉,胡长国.寿险营销制度的历史回顾与展望[J].保险研究, 2005(7): 8-9
[2]魏华林,胡炳志.保险理论研究纵论[N].中国保险管理干部学院学报, 1996(3): 6-7
[3] K. J. Arrow. Uncertainty and the Welfare Economics of Medical Care[J]. American Economic Review, 1963 (53): 41-69
[4] M. A. Spence. MarketSignaling. Cambridge[M]. Mass: Harvard University Press, 1974
[5] M. Rothschild, J. E. Stiglitz. Equilibrium in Competitive Insurance Market, An Essay on the Economics of Imperfect Information[J]. Quarterly Journal Economics, 1976(90): 29-45
[6]王晓艳.现行个人代理人制度探析[J].理论观察, 2005(3): 5-10
[7]林涛.论个人代理人管理制度的改革与创新[J].保险研究, 2005(3): 15-19
[8]保险营销员税赋调研课题组.关于保险行业营销员税赋问题的调研报告[J].青海金融, 2005(11): 21-26
[9]何文炯,陈英姿,王永昌.寿险营销员社会保险问题探讨[J].浙江金融, 2004(11): 3-8
[10]徐文虎.论创建寿险营销新模式[J].保险研究·论坛, 2002(9): 11-16
[11]杨帆,段湘林.联系本土实际,创新寿险营销方式[J].保险研究, 2005(3): 23-27
[12]欧伟.见证中原保险业“惊人一跃”[J].理财, 2009(1): 20-21
[13]邵小林.太平人寿保险有限公司个险业务竞争策略研究[D]: [硕士学位论文].大连:大连理工大学, 2006
[14]欧伟.发展中的河南保险业[M].河南:河南人民出版社, 2007
[15]陈文辉.全球寿险业能够平稳渡过经济危机[J].保险研究, 2009(5): 21-23
[16]李成玉. 2008年河南省政府工作报告. 2009
[17]吴定富.中国保险市场发展报告(2008)[M].北京:电子工业出版社, 2008
[18]俞燕.寿险已上升为居民三大重要理财工具之一[J].理财, 2009(3): 5-6
[19]太平人寿.太平人寿保险有限公司个人寿险业务人员管理办法, 2009
[20]贺执中.探讨新人育成体系.太平人寿2009年个险年中会报告, 2009
[21]伍起.保险营销体制机制面临变革[J].保险研究, 2009(7): 8-11
[22]付亚和许玉林.绩效考核与绩效管理[M].北京:电子工业出版社, 2004
[23]郭颂平.论我国保险代理人制度的完善[N].保险职业学院学报, 2000(4): 11-14
[24]赵江山.保险外资冲击有限,中资还须自强[J].保险职业经理人, 2004(5): 8-10
[25] Janet Bamford. Smarter Insurance Solutions[M]. Bloomberg Press, 1996
[26] D. Agostino, J. S. The Career Agent System-In for the Long Haul[J]. Marketfacts, March/April, 1996(4): 25-26
[27] Kotler Philip Marketing Management Analysis, Planning, Imp lamentation and Control[M]. Prentice Hall, 1997
[28]离国庆.市场营销学通论[M].北京:中国人民大学出版社, 2003
[29]菲利普·科特勒.营销管理[M].上海:上海人民出版社, 1999
[30]弗雷德·R·戴维.战略管理[M].北京:经济科学出版社, 2001
[31]斯蒂芬·P·罗宾斯.组织行为学(第七版)[M].孙建敏李原等译.北京:中国人民大学出版社, 2001
[32] Fishbein M., Ajzen Belief Attitude, Intention, et al. An Introduction to Theory and Research[M]. Addison Wesley Pub. Co. Reading. Massachusetts, 1997
[33] James Price. The Study of Turnover Iowa[M]. State University Press, 1987
[34] Mobley W. H. Employee Turnover[M]. Reading: Addison Wesley, 1982
[35] J. G. March, H. A. Simon. Organizations[M]. New York: Wiley, 1998
[36] W. Mobley. Intermediate Linkages in the Relationship between Job Satisfaction and Employee Turnover[J]. Journal of Applied Psychology, 1987(3): 62-78
[37]菲利普·科特勒.市场营销[M].上海:华夏出版社, 2003
[38] W. Mobley, R. Griffeth, H. Hand, et al. A review and Conceptual Analysis of the Employee Turnover Process[J]. Psychological Bulletin, 1979(6): 32-57
[39] Steel R. P., Overall N. K. A review and meta analysis of research on the relationship between behavioral intentions and employee turnover[J]. Journal of AppliedPsychology, 1984(69): 73-86
[40]郭国庆,韩冀东.市场营销教程及学习指导[M].北京:高等教育出版社, 1999
[41]郭洪.品牌营销学[M].成都:西南财经大学出版社, 2006
[2]魏华林,胡炳志.保险理论研究纵论[N].中国保险管理干部学院学报, 1996(3): 6-7
[3] K. J. Arrow. Uncertainty and the Welfare Economics of Medical Care[J]. American Economic Review, 1963 (53): 41-69
[4] M. A. Spence. MarketSignaling. Cambridge[M]. Mass: Harvard University Press, 1974
[5] M. Rothschild, J. E. Stiglitz. Equilibrium in Competitive Insurance Market, An Essay on the Economics of Imperfect Information[J]. Quarterly Journal Economics, 1976(90): 29-45
[6]王晓艳.现行个人代理人制度探析[J].理论观察, 2005(3): 5-10
[7]林涛.论个人代理人管理制度的改革与创新[J].保险研究, 2005(3): 15-19
[8]保险营销员税赋调研课题组.关于保险行业营销员税赋问题的调研报告[J].青海金融, 2005(11): 21-26
[9]何文炯,陈英姿,王永昌.寿险营销员社会保险问题探讨[J].浙江金融, 2004(11): 3-8
[10]徐文虎.论创建寿险营销新模式[J].保险研究·论坛, 2002(9): 11-16
[11]杨帆,段湘林.联系本土实际,创新寿险营销方式[J].保险研究, 2005(3): 23-27
[12]欧伟.见证中原保险业“惊人一跃”[J].理财, 2009(1): 20-21
[13]邵小林.太平人寿保险有限公司个险业务竞争策略研究[D]: [硕士学位论文].大连:大连理工大学, 2006
[14]欧伟.发展中的河南保险业[M].河南:河南人民出版社, 2007
[15]陈文辉.全球寿险业能够平稳渡过经济危机[J].保险研究, 2009(5): 21-23
[16]李成玉. 2008年河南省政府工作报告. 2009
[17]吴定富.中国保险市场发展报告(2008)[M].北京:电子工业出版社, 2008
[18]俞燕.寿险已上升为居民三大重要理财工具之一[J].理财, 2009(3): 5-6
[19]太平人寿.太平人寿保险有限公司个人寿险业务人员管理办法, 2009
[20]贺执中.探讨新人育成体系.太平人寿2009年个险年中会报告, 2009
[21]伍起.保险营销体制机制面临变革[J].保险研究, 2009(7): 8-11
[22]付亚和许玉林.绩效考核与绩效管理[M].北京:电子工业出版社, 2004
[23]郭颂平.论我国保险代理人制度的完善[N].保险职业学院学报, 2000(4): 11-14
[24]赵江山.保险外资冲击有限,中资还须自强[J].保险职业经理人, 2004(5): 8-10
[25] Janet Bamford. Smarter Insurance Solutions[M]. Bloomberg Press, 1996
[26] D. Agostino, J. S. The Career Agent System-In for the Long Haul[J]. Marketfacts, March/April, 1996(4): 25-26
[27] Kotler Philip Marketing Management Analysis, Planning, Imp lamentation and Control[M]. Prentice Hall, 1997
[28]离国庆.市场营销学通论[M].北京:中国人民大学出版社, 2003
[29]菲利普·科特勒.营销管理[M].上海:上海人民出版社, 1999
[30]弗雷德·R·戴维.战略管理[M].北京:经济科学出版社, 2001
[31]斯蒂芬·P·罗宾斯.组织行为学(第七版)[M].孙建敏李原等译.北京:中国人民大学出版社, 2001
[32] Fishbein M., Ajzen Belief Attitude, Intention, et al. An Introduction to Theory and Research[M]. Addison Wesley Pub. Co. Reading. Massachusetts, 1997
[33] James Price. The Study of Turnover Iowa[M]. State University Press, 1987
[34] Mobley W. H. Employee Turnover[M]. Reading: Addison Wesley, 1982
[35] J. G. March, H. A. Simon. Organizations[M]. New York: Wiley, 1998
[36] W. Mobley. Intermediate Linkages in the Relationship between Job Satisfaction and Employee Turnover[J]. Journal of Applied Psychology, 1987(3): 62-78
[37]菲利普·科特勒.市场营销[M].上海:华夏出版社, 2003
[38] W. Mobley, R. Griffeth, H. Hand, et al. A review and Conceptual Analysis of the Employee Turnover Process[J]. Psychological Bulletin, 1979(6): 32-57
[39] Steel R. P., Overall N. K. A review and meta analysis of research on the relationship between behavioral intentions and employee turnover[J]. Journal of AppliedPsychology, 1984(69): 73-86
[40]郭国庆,韩冀东.市场营销教程及学习指导[M].北京:高等教育出版社, 1999
[41]郭洪.品牌营销学[M].成都:西南财经大学出版社, 2006