关键词：寿险营销；个人代理营销模式；营销效率提升；创新营销方式Abstract
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Abstract
With the rapid development of Chinese insurance industry, the domestic
insurance marketing model has also undergone a great degree of change. As Chinese
financial industry has the earliest opening time, the largest opening and the fastest
growing industry, the insurance industry has developed rapidly in recent years, but
also achieved some results. In the past twenty years, the development of insurance
industry has been the most rapid period, and the management subjects of the
insurance industry have developed from several to several hundred, and the scale of
insurance premiums has exceeded the ten billion mark. Now, the development of
China&39;s life insurance industry is facing a series of changes. Mode of operation from
extensive to fine, from traditional sales to specialization, focus from the products to
the customer, and as the main practitioners in the life insurance industry, life
insurance agent, in the working process of the problem is becoming increasingly
prominent, the life insurance agent team overall quality is not high, increasing
difficulty, low retention rate the agent, a serious short-term behavior. In such a
situation, if the life insurance industry is to continue to keep healthy and stable
development, the reform and improvement of the personal agent marketing model of
life insurance is imperative. Personal agent marketing model as a part of the life
insurance company marketing system, in the next period of time it will still be the
main mode of life insurance marketing, the system is perfect, to effect a life insurance
company&39;s operating results, the development of large whole life insurance industry in
the future. Explore the personal agency marketing mode that meets the domestic
environment and market demand, and stimulate the unlimited vitality and potential of
the insurance market, which is beneficial to the development of industry and the
improvement of national insurance consciousness, and is conducive to improving the
social security system and optimizing the allocation of financial resources. This paper
adopts the total points of the general idea, first of all, the development of the current
theoretical research status at home and abroad, and summarizes the history of life
insurance marketing mode is elaborated, then the case of S life insurance company&39;s
marketing agency, questionnaire survey, analysis of the shortcomings of the personal
marketing agency model, and put forward some suggestions, and the S life insurance
the company&39;s personal marketing mode innovation, the reform measures are analyzed,
discussed the advantages and disadvantages of various new patterns.
Key words: Life insurance marketing; personal agent marketing model; promotion of
marketing efficiency; innovative marketing methodsIII
目录
摘要
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Abstract
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第 1 章 绪论.........1
1.1 研究背景
1.2 研究的目的和意义
1.3 研究思路
1.4 论文研究的主要内容和创新点
1.4.1 论文研究的主要内容
1.4.2 论文的创新点
第 2 章 寿险营销相关理论综述.....4
2.1 寿险营销相关理论及模式
2.1.1．寿险营销理论
2.1.2．寿险营销模式
2.1.3．寿险营销渠道
2.2 寿险业国内外个人代理营销模式的发展
2.3 寿险业国内外个人营销代理现状
2.3 本章小结
第 3 章 S 寿险公司传统代理营销模式现状分析 ..11
3.1 S 寿险公司介绍
3.1.1 S 寿险公司基本情况
3.1.2 S 寿险公司个人代理营销模式
3.2 S 寿险公司个人代理营销模式满意度调查
3.2.1 问卷样本的来源
3.2.2 可靠性分析
3.2.3 寿险营销人员制度选择倾向的非参数检验
3.2.4 寿险营销员的满意度
3.3 S 寿险公司个人代理营销模式存在的问题及原因
3.3.1 S 寿险公司个人代理营销模式存在的问题
3.3.2 S 寿险公司个人代理营销模式形成的原因
3.4 本章小结
第 4 章 S 寿险公司个人代理营销模式的解决方案 28IV
4.1 促进营销体制转型，保障营销人员合法权益
4.2 完善激
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