大陸壽險營銷制度變革及發展方向

摘要
大陸恢復人壽保險業務雖然僅有二十多年，但發展很快。特別是近十年來，大陸壽險保費每年平均以百分之二十以上的速度提升。其中一個重要原因就是不斷借鑒和汲取外來經驗，修正和變革自身行銷體制。本文試圖通過回顧和總結大陸壽險行銷制度發展歷程，分析當前壽險個人行銷體制利弊，介紹國外壽險行銷制度發展趨勢，展望未來大陸壽險行銷制度發展方向。從而為促進大陸壽險業持續、健康、穩定發展，為臺灣業界制定進軍大陸壽險市場和發展戰略提供資訊。
關鍵字：壽險行銷、個人行銷、專業代理、銀行保險、網路行銷
Marketing System Reform and Development Direction
of Mainland China’s Life Insurance Business
Abstract
Over the last twenty years, the life insurance business in Mainland China has enjoyed rapid development. During the past decade, this development has been especially rapid, yielding a rate of over twenty percent per year. Among the important reasons for this growth is the fact that Mainland China continues to adapt experience from foreign countries, and improve their own sales structures. Based on a historical study of sales structures in mainland China, this study analyzed the benefits and shortcomings of individual life insurance sales structures. It also introduced the development trends of life insurance sales structures in foreign countries. By analyzing foreign countries’ insurance sale trend, this article also projects the insurance sales structures in the near future, to aid the efforts of Taiwan insurance companies market in Mainland.
Keywords: life insurance sales structure; individual sale; professional agency; bancassurance; internet sale.