Tb Personal Life Insurance Company Marketing Agent Incentive Integration Research

Insurance companies in China have begun building individual assurance agent channel after the AIA (American International Assurance Co. Ltd) brought the individual assurance agent management system into mainland China in 1992.The management system motivated the China life insurance market effectively, and promoted the individual assurance agent channel developed fast, especially the number of agent increased as a geometric level. In the following years, the insurance premium produced from agent channel increased rapidly, and precipitated the agent channel becoming the best worthy channel. But the agent channel had a slow development compared with the fast growth of agents in latest three years.The author expects gaining the measures to promote development by researching the problem and shortage about the agent channel management and motivation in the TB life insurance Co. Ltd.Under the guide of the relevant motivation theory, targeting the specific insurance company, the author analyses the shortage about agent management, regarding material motivation more important than spiritual motivation, the objective formulation more important than procedure management, the training layout more important than training details, and the production advertisement more important than practicing skills, and then the author proposes rebuilding the motivation system.At the part of the improvement of motivation system, based on the motivation shortage at the present stage, the author redesigns the objective management motivation, training motivation, communication motivation and enterprise cultures motivation. The author proposes that one kind of motivation mode is not enough for managing and combination is needed after that.Based on the agent’s behavior regulation and the business process of the TB life insurance Co. Ltd, the author put forward the flow diagram of "the conformity of motivation mode" and demonstrates that it’s necessary and useful for us to motivate the agent according to the flow diagram.Along with the steady development of economic and the increasing income level of resident, the life insurance industry has appeared unlimited market space in China. To ensure the market developed healthily, the current agent management system has the need of reformation and adjustment. There will be a more advanced life insurance industry in the near future in China.Although the thesis has many deficiencies and immaturity, but I hope that it can give you some enlightenment and thinking, and promote agents motivation mode development and improvement. , the author research into the needs of motivation...