| As an intangible asset of insurance companies,reputation plays a more and more important role in the daily operation and management of enterprises.As the insurance market continues to develop,the reputation events faced by insurance companies are also gradually increasing.Especially in the current new media environment,reputation events spread faster and have a wider range of influence.Therefore,regulators have issued stricter reputation management measures,and insurance companies also need to pay more attention to their own reputation,and the establishment of reputation evaluation system is the basis for insurance companies to carry out reputation management.Therefore,this thesis carries on the appraisal to our country’s insurance company reputation and puts forward the pertinent strategy to have the important practical significance to the domestic insurance company to perfect the reputation management.Firstly,this thesis combs the domestic and international relevant literature,summarizes and analyzes the concept and characteristics of reputation,and analyzes reputation according to stakeholder theory,KMRW reputation theory and information asymmetry theory.Secondly,it analyzes the problems existing in the process of reputation management of domestic insurance companies,such as more consumer complaints,frequent violations,uneven quality of insurance practitioners,and the regulatory authorities have not established perfect reputation risk supervision methods,and analyzes its causes.Thirdly,we use the framework of Fombrun reputation system for reference in the selection of primary indicators and domestic insurance evaluation indicators for reference in the selection of secondary indicators.We use analytic hierarchy process and CRITIC method to calculate the weight of each index and construct the reputation evaluation system of insurance companies.Among them,the weight of service quality,financial status,regulatory penalties and risk response,enterprise scale and development,and social responsibility of insurance enterprises decreased in turn and the 2020 reputation scores of 61 life insurance companies and 66 property insurance companies are divided into five levels of ABCDE.The research results show that the reputation grades of domestic life insurance companies and property insurance companies are mainly concentrated in grades C and D,accounting for more than70%,indicating that the reputation of domestic insurance companies needs to be further improved.Finally,from the perspective of insurance companies and regulatory authorities,this thesis puts forward some suggestions,such as standardizing the business system and employees’ behavior,strengthening the ability of capital utilization,raising standards of service,changing the awareness of reputation management,establishing the whole process reputation management system,establishing the reputation evaluation system and other relevant suggestions. |
