寿险营销中误导的治理研究.pdf

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1、摘要寿险营销在促进我国保险行业迅猛发展的同时，违规现象频繁涌现，其中以误导现象最为突出。误导主要表现类型为夸大宣传、片面介绍、隐蔽销售、同业诋毁和不当销售。而寿险营销中的误导行为不仅会削弱保险业诚信经营的基础，也将严重侵害被保险人合法权益，影响保险业的社会地位和形象，制约保险业整体的进一步发展。究其原因，主要在于保险法律制度不健全、寿险公司管理漏洞以及寿险营销员自身综合素养存在缺陷。而针对性的治理方案则需要从法律制度、公司管理、人才培养等多方面对寿险营销的误导行为进行治理，以促进保险业的正常稳健。关键字：寿险营销；误导；法律规范；公司管理；寿险营销员IABSTRACTLi

2、feInsuranceMarketingwhilepromotingtherapiddevelopmentofChina'sinsuranceindustry,alsoshowingitsinherentsystemdefects,irregularitiesfrequentlyemerge,whichmisleadthephenomenonismostprominent.Misleadingmainlytypeofhype,one-sidedpresentation,covertsales,interbankslanderandmis-selling.Thelifein

3、surancemarketinginmisleadingconductwouldnotonlyunderminethebasicinsurancebusinessintegrity,willalsobeaseriousinfringementofsocialstatusandimageofthelegitimateinterestsoftheinsured,theimpactoftheinsuranceindustry,restrictingfurtherdevelopmentoftheinsuranceindustryasawhole.Thereasonliesinth

4、einsurancelegalsystemisnotperfect,lifeinsurancecompaniesandlifeinsurancesalesmenmanagementloopholescomprehensiveliteracyitselfflawed.Thetargetedgovernanceprogramsrequiresmultifacetedmarketingoflifeinsuranceonmisleadingconducttogovernfromthelegalsystem,corporatemanagement,personneltraining

5、,soastopromotenormalhealthyinsuranceindustry.KeyWords:LifeInsuranceMarketing;Misleading;Legalnorms;Corporatemanagement;LifeinsurancesalesmenII目录摘要................................................................IABSTRACT..........................................................II1.导论......

6、........................................................11.1选题背景....................................................11.2文献综述.....................................................31.2.1国内研究现状...........................................31.2.2国外研究现状...........................................41

7、.2.3评述...................................................41.3选题的理论意义、实践价值.....................................41.3.1理论意义...............................................41.3.2实践价值...............................................41.4选题研究的基本内容、结构框架、创新之处...................