我国保险个人代理营销体制现状及发展方向研究  

Research on the Direction of Insurance Personal Agent Marketing System Reform

作　　者：德勒格尔 万淑惠 

机构地区：[1]中国大地财产保险股份有限公司浙江分公司,浙江杭州310001

出　　处：《浙江金融》2024年第5期72-80,共9页Zhejiang Finance

摘　　要：20世纪90年代,个人保险代理(下称“保险营销员”)制度引入中国,推进了我国保险业发展的进程。但是,随着保险业的快速发展,保险营销员制度的缺陷也日益凸显。2023年9月20日,国家金融监督管理总局下发了《保险销售行为管理办法》,旨在规范保险销售行为,代表了监管部门对于现行保险营销体制的立场和未来发展的期望。本文对个人代理保险营销的发展和存在的问题进行系统分析,并提出实现高质量发展的建议。The personal insurance agent(hereinafter referred to as"insurance marketer")system was introduced to China in the 1990s and made a significant contribution to the development of the Chinese insurance industry.However,the system's shortcomings have become increasingly prominent with the industry's rapid growth.On 20 September 2023,the National Financial Regulatory Administration issued the'Measures for the Administration of Insurance Sales Behavior',aimed at regulating insurance sales behavior,insured persons,and beneficiaries,representing the regulatory authorities'stance on the current insurance marketing system and their expectations for future development.This article systematically analyzes the development and existing problems of personal agency insurance marketing,and proposes suggestions for achieving high-quality development.

关 键 词：保险营销 个人代理 营销体制 发展方向 

分 类 号：F840.3[经济管理—保险]