II
第四、五部分是A寿险分公司激励机制的现状及存在的问题分析。通过抽
样调查、访谈等市场调查方法，解析A寿险分公司营销发展情况和现行激励机
制，全面揭示其营销员激励体系架构及其激励内容，通过两个维度的四个指标，
分析现行激励机制的效应，探讨激励机制存在的问题及其原因。主要观点及结
论是：A寿险分公司已经构建了营销员激励体系，但存在物质激励中过于倚重
短期效应忽视激励持续效应, 目标激励中诱导条件不科学，晋升与考核过于倚
重业绩指标, 成长激励效果不明显，荣誉激励的作用未充分发挥,激励机制的实
施难度大等问题，其根源在于现行激励机制设计缺乏系统的战略谋划，激励体
系内部失衡、外部环境不完善
第六部分是完善A寿险分公司营销员激励机制的建议。运用规范分析的方
法，基于理论分析和市场调研分析，提出优化A寿险分公司营销员激励的总体
思路，完善激励方式和约束机制的建议。主要观点及结论是：优化A寿险分公
司营销员激励应遵循激励理论，根据寿险营销员的特点、发展定位和要求，完
善激励机制的总体框架，同时从佣金激励、目标激励、培训激励等层面完善激
励内容，与此同时，提出要强化约束机制，通过重视声誉激励、现行法规政策
和自律约束，实现寿险营销员激励机制效应的最大化
本文的主要创新在于：聚焦A寿险分公司营销员激励机制，运用最新资料
和数据，以寿险营销员和寿险管理人员为调研对象，保证研究结论的真实可靠；
同时，从激励主体和激励对象两个维度的四个指标分析激励效应，增强研究结
果的客观性和相关对策的针对性。但本文只是选取具有一定代表性的群体进行
了调查研究，未就该公司所有营销员进行调研；所提出的对策中，关于佣金改
革给出思路和设计框架，由于技术条件的限制未进行精算检验，将在后续工作
中进一步深入研究
关键词：保险营销员；寿险公司；激励机制
III
A study on the incentive mechanism for salesman in A life
insurance company-Under the background
of management system reform
Name:LI ZI YI Supervisor: SU YU MINprofessor Grade: 2016
Specialty: MBA Research direction: Human resource management
ABSTRACT
China’s insurance industry has been maintained the rapid development since recovery in
1979, the development of life insurance industry is particularly striking. However, the
establishment of life insurance marketing system is an important system which guarantee the
high speed development of life insurance industry. The life insurance salesman has become the
main channel of the life insurance company. By the end of 2017,the salesman of the insurance
industry is up to 806.94 million people. However, with the change of the social and economic
environment of the development of China's insurance industry, some of the institutional
mechanism contradictions in the management of insurance salesman gradually appear, which
has become the bottleneck of the development of life insurance in China. Under this
background, China's insurance regulatory authorities launched the project of reforming the
management system of insurance salesmen. The A-life insurance company has an important
position in the insurance market of our country. In the background of the deepening of the
reform of the management system of the insurance salesman, it is of great theoretical and
practical significance to explore and improve the incentive mechanism which promote the
development of the A-life insurance company, and the reform of the management system of the
life insurance salesman in our country.
On the background of the reform of the management system of insurance salesmen in
China, we combine the existing research results. First, this paper explores the theoretical and
legal basis of improving the incentive mechanism of insurance salesman of the A-life insurance
company, reveals the background of the reform of the management system of the insurance
salesmen in China, and then we investigate the current mechanism of the A-life insurance
company and analysis the incentive effect. Finally, we give some suggestions to optimize the
incentive mechanism of A-life insurance salesmen. The full paper is divided into six parts. The
main contents and conclusions are as follows:
The introduction describe the background, significance of the topic, research object and
IV
the methods. We combine the domestic and foreign related research results through literature
retrieval, define the connotation of the subject and determine the research methods of the paper
which lays foundations for the follow-up study.
The second part is the basis of the research on the incentive mechanism of life insurance
salesmen. Through the introduction of principal-agent theory, incentive theory and other related
theories which lays a theoretical foundation for improving the incentive mechanism of life
insurance salesmen, and establishes the legal basis and management rules for improving the
incentive mechanism of life insurance salesmen through the combing of relevant laws and
regulations of the management of insurance salesmen in China. The main points are as follows:
under the guidance of principal-agent theory and incentive theory, the incentive mechanism of
insurance salesman of the A-life insurance company improved should be in accordance with the
regulations of China's Insurance Law and related laws and regulations.
The third part is the background analysis of the life insurance salesman management
system reform. Through the combination of historical analysis and realistic analysis, the data
and related historical data are used to analyze the system reform of China's life insurance
salesman，andpointing out that the development of the life insurance industry in China is
facing a marketing bottleneck, the reform of the life insurance salesman management system is
in a critical stage, and the A-life insurance company'sreform which aboutthe marketing
staff incentive mechanism should comply with the requirements of the insurance salesman
management system reform.
The fourth and fifth parts are the actual analysis of the incentive mechanism of the A-life
insurance company and the evaluation of the incentive effect. Through market survey methods
such as sample surveys and interviews, the A-life insurance company’s life insurance marketing
development and current incentive mechanisms were comprehensively analyzed. The overall
structure of the marketer incentive system and its incentive content were comprehensively
revealed. The current incentive mechanism was analyzed through the four indicators in two
dimensions. and explored the problems and caused which about the effect of the incentive
mechanism .The main viewpoints and conclusions are as follows: The A-life insurance
company has built insurance salesman incentive system, but there are many problems such as
paying attention to incentive function and ignoring restriction supervision, paying attention to
short-term incentive and ignoring long-term incentive, paying attention to the quantity of
business and ignoring the quality of business, paying attention to explicit incentive and ignoring
recessive incentive, resulting in the weakening of incentive effect. The design of incentive
mechanism lacks systematic strategic planning, internal balance of incentive system and perfect
external environment.
V
The sixth part is the suggestion to improve the marketing staff incentive mechanism of
A-life insurance branch. Using the method of normative analysis, based on theoretical analysis
and market research and analysis, the general idea of optimizing the marketing staff incentives
for A-life insurance branches is proposed, and the suggestions for improving incentive and
restraint mechanisms are improved. The main viewpoints and conclusions are as follows:
Optimizing the marketing staff incentives of A-life insurance branches should follow the
incentive theory, and improve the overall framework of the incentive mechanism according to
the characteristics ,development positions and requirements of life insurance salesmen, and at
the sam