《保险研究》20230203-《寿险业高质量发展与保险代理人管理——基于寿险业“基本法”视角的分析》（许闲、罗婧文、魏洁）

［摘   要］保险代理人作为直接触达消费者的核心节点,是寿险业长期倚重的核心渠道。随着中国寿险业由高速向高质量发展转型,代理人队伍粗放管理模式与行业高质量发展要求错配愈加凸显。决定和影响寿险业保险代理人现状与问题的底层逻辑是不同保险公司的保险代理人基本管理办法(以下简称基本法)。基本法改革能够从根本上解决代理人培育和管理方案中存在的问题,以适应新时代保险业高质量发展的要求。本文选取27家代表性保险机构37版基本法样本,采用横纵向文本分析方法,从截面和时变维度探讨了基本法特征与发展规律,并解构了基本法产品营销与团队管理的二元核心,进而从金字塔团队架构、留存率较低、管理成本与隐性门槛四个方面解释了当前保险代理人管理与行业高质量发展的不协调问题,为新时代保险业高质量发展的基本法改革路径提供了依据。

［关键词］保险营销；基本法；高质量发展；保险代理人管理

［作者简介］许闲，复旦大学经济学院风险管理与保险学系主任，教授，博士生导师；罗婧文（通讯作者），南开大学金融学院博士生；魏洁，复旦大学经济学院保险专业硕士研究生。

High Quality Development of Life Insurance Industry and the Management of Insurance Agents—Based on the Analysis of Insurance Companies′ Measures for the Administration of Insurance Agents

XU Xian,LUO Jing-wen,WEI Jie

Abstract：As the core link directly reaching out to the consumers,life insurance agent is the core channel with great importance for the life insurance industry in the long run.With the high-quality transformation of the life insurance industry,the conflict between the extensive management model of the agent and the requirements of the industry′s high-quality development has become more and more pronounced.Insurance companies′ measures for the administration of insurance agents determine the underlying logic for the status quo and problems of insurance agents in China′s life insurance industry.Therefore,the reform on the measure can fundamentally solve the problem regarding agent cultivation and administration to adapt to the requirements for high quality development in the new era.This paper selects 37 measures for insurance agent administration of 27 representative insurance institutions as samples to explore their characteristics and rules of evolution from the cross-section and time-varying dimensions with horizontal and vertical textual analysis,and deconstructs the dualistic core components of product marketing and team management of the measure.Furthermore,it lists four reasons why the current insurance agent management isn′t compatible with the high-quality development mode,namely,the pyramid structure of agent teams,low retention rate,high administration cost and hidden threshold.This paper provides a path to reform on the agent administration measures in line with the high-quality development of the insurance industry in the new era.

Key words：insurance sales;agent administration measures;high quality development;insurance administration