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寿险营销为我国寿险行业的发展做出了积极的贡献,但自其登陆以来就伴随着巨大的风险,具体可以分为道德风险、营销人员心理风险、营销人员管理风险等。要沉着应对种种突发的营销风险事故,有效消灭营销风险造成的损失,就必须建立企业营销控制体系。保险企业应通过整合制度资源,建立科学的风险制度体系;整合管理资源,构建风险控制的四道防线;整合人力资源,打造专业的营销风险管控队伍;建立营销风险控制模式,有效控制和切实规避各种经营风险。
Life insurance marketing has made a positive contribution to the development of China’s life insurance industry. However, since it landed, life insurance has been accompanied by huge risks, which can be divided into moral hazard, marketing staff psychological risk and marketing staff management risk. To calmly deal with all kinds of unexpected marketing risk accidents and effectively eliminate the losses caused by marketing risks, we must establish an enterprise marketing control system. Insurance companies should establish a scientific risk system by integrating institutional resources; integrate and manage resources to build the four lines of defense for risk control; integrate human resources and create a professional marketing risk management team; establish a marketing risk control model to effectively control and effectively avoid Various business risks.