人身保险行业的个人营销体制改革再次成为焦点。日前，国家金融监督管理总局印发《关于推动深化人 身保险行业个人营销体制改革的通知》，掀起了一场行业内的广泛讨论。曾几何时，"职场人的尽头是 卖保险"的说法广为流行。这场涉及数百万从业人员调整转型改革的背后，保险行业究竟发生了怎样的 变化？ "人多出单"不太灵 长期以来，个险渠道一直是我国保险行业增长的中坚力量。自1992年个人代理人制度引入以来，这一渠 道迅速扩张，在鼎盛时期曾拥有逾千万名代理人。然而，随着经济周期变化、行业自身结构性问题的加 剧，以及监管制度的不断收紧，传统个险模式的可持续性正受到前所未有的挑战。 "传统个险营销模式已经不适合今天的中国寿险市场。"中央财经大学中国精算科技实验室主任陈辉表 示，中国寿险市场经过40多年的发展，客户覆盖面基本上已经完成了从0到1的保单覆盖，眼下正面临着 从0到1阶段升级到从1到N阶段。存量竞争时代，个险营销也从增量客户获取阶段走向存量客户深度挖 掘阶段。 在过去数十年里，个险渠道依赖"人海战术"构筑金字塔式组织结构，依靠层层增员带动佣金收入与管理 费用，形成所谓"自增长机制"。这种模式虽在高速发展期有效提升了市场渗透率 ...

Core Viewpoint - The recent issuance of the notice by the National Financial Supervision Administration aims to reform the personal marketing system in the life insurance industry, transitioning insurance sales personnel to "insurance sales consultants" to enhance professionalism and long-term service capabilities [1] Group 1: Current Issues in the Industry - The traditional insurance marketing model has shown significant issues, including an overemphasis on short-term performance, leading to sales personnel neglecting long-term customer service needs and frequent sales misguidance [1] - The overall professional level of agents is insufficient, making it difficult to provide high-quality consulting services to clients [1] - High turnover rates and low professional recognition among agents hinder stability and service quality in the industry [1] Group 2: Proposed Reforms - The notice emphasizes the need for sales personnel to possess high levels of professional knowledge and focus on maintaining long-term customer relationships and service improvement [1] - To ensure the success of the reform, insurance companies should implement systematic and standardized training mechanisms, enhancing the professional training of sales personnel [2] - Companies should optimize commission incentive mechanisms, designing a reasonable commission deferral scheme to maintain agents' income stability while encouraging a focus on long-term client interests [2] Group 3: Supportive Measures - Establishing a comprehensive professional honor system and social security mechanisms is crucial, as insurance sales involve high emotional investment and significant mental pressure [3] - Non-economic incentives such as honor titles and public recognition can enhance agents' social status and professional pride [3] - Implementing social security policies to support agents in participating in social insurance and obtaining residence permits can improve their sense of professional identity and belonging [3]