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引导保险销售人员向职业化发展 个险营销体制迎重大变革
Zhong Guo Jing Ji Wang·2025-04-24 01:31

Core Viewpoint - The personal insurance agency channel has become the most important marketing channel for life insurance in China, with over 2 million personal agents supporting industry development [1][2]. Group 1: Reform Timing - The introduction of the personal insurance agency model in 1992 has led to rapid growth, contributing positively to customer service, industry development, and employment [2]. - The State Council issued opinions in September 2024 emphasizing the need to accelerate marketing system reforms to promote high-quality development in the life insurance sector [2]. - The notification aims to address existing issues in the personal marketing system and enhance the constraints and guidance for insurance sales personnel [2]. Group 2: Professionalization and Career Development - The industry consensus is to transition the agent workforce towards professionalization and career development, focusing on creating an elite agent team [3]. - The notification outlines core tasks to improve the personal marketing system and incentive mechanisms, emphasizing the need for continuous management and training of insurance sales personnel [3][4]. - Insurance companies are required to enhance compliance awareness, professional skills, and service capabilities of sales personnel to improve customer satisfaction [3]. Group 3: Long-term Service Capability - The notification emphasizes optimizing the management mechanism for insurance sales consultants to support long-term service [4]. - It suggests establishing a sustainable commission incentive system and improving cost and risk management for independent agents [4]. - Specific paths to enhance retention rates of agents include aligning commission policies with product design and service quality [4]. Group 4: Establishing a Unique Evaluation System - The notification calls for the establishment of a Chinese-style honor evaluation system for insurance sales personnel to enhance professional recognition and belonging [5][6]. - Current foreign evaluation systems like MDRT are deemed inadequate for the local context, necessitating a tailored evaluation mechanism that balances sales performance with service quality [6]. - The notification also encourages insurance companies to collaborate with local governments and associations to improve welfare and social insurance for sales personnel [6].