Study On Incentive Problems And Countermeasures Of Insurance Agents Of Sunshine Life ZZ Branch

The agent system became the booster of China's life insurance industry in the early stage of its development,but with the emergence of various problems,the "Basic Law" has come to a time of change.In this context,the establishment of an insurance agent incentive system that meets the development characteristics of insurance companies can greatly increase the overall cohesion of the enterprise's marketing team,establish a solid marketing foundation for the enterprise,and enhance the company's marketing vitality.This study selects the incentive problem of the insurance agent of Sun Life Insurance ZZ Branch as the research topic,which is conducive to improving the incentive system of the insurance agent of Sun Life Insurance ZZ Branch,and improves the marketing work efficiency of Sun Life Insurance ZZ Branch and the ZZ point of Sun Life Insurance The satisfaction of the company's insurance agents has theoretical significance.This research is based on the principal agent theory of Minnes,Maslow 's hierarchy of needs theory,Froom 's expectation theory,Adams 's fairness theory and other theoretical foundations.The literature survey method and questionnaire survey method are comprehensively used to pass the sunlight Based on the investigation and research on the incentive of insurance agents of ZZ branch of Life Insurance,on this basis,this article puts forward effective incentive suggestions according to the problems in the incentive of insurance agents of ZZ branch of Sun Life Insurance.The study pointed out that the problem of the insurance agent incentives of the Sun Life ZZ branch is mainly due to the low quality of the insurance agents,the low productivity of the insurance agents,and the insurance agent's The shedding rate is high,financial costs are increasing,risks are intensifying,and credibility crises have not yet been established.A sound and excellent "agent" culture has not yet been established.The in-depth analysis of the main reasons is that material incentives lack a variety of effective means,there are many deficiencies in growth incentives,the role of honor and morality incentives is weakened,and the reward and punishment assessment incentives are not effective.In view of this,this article believes that the optimization of agent incentives for Sunshine Life ZZ branch should focus on four aspects: performance evaluation incentives,personal growth incentives,honor incentives,and material incentives.Among them,the increase of material incentives should increase the commission rate of insurance agents,introduce a basic base salary system,and adjust the proportion of management subsidies;strengthen personal growth incentives,we should use education and training incentives properly,improve the participation of insurance agents in management,and transfer excellent agents to employees.The role of the agent to the insurance financial planner;the promotion of honor incentives should further standardize the reputation moral incentive and restraint mechanism,establish a group environment-targeted honor incentive mechanism,strengthen role model incentives,build a good agent incentive culture;strengthen performance evaluation Incentive mechanism should be scientifically analyzed,clear assessment criteria,select high-quality assessment personnel to determine a reasonable assessment cycle,do a good job in performance communication and feedback,establish insurance agent marketing quality assessment mechanism,etc.At the same time,this article from personnel,technology,three aspects of finance put forward guarantee suggestions to improve the implementation of strategies.