我国保险业在快速发展的背后,一直存在着行业声誉差、社会认可度不高的客观现实。形成这种矛盾格局的原因,一方面是社会经济的客观需要带来行业的快速发展,而社会保险意识滞后,另一方面是一些保险市场主体的不诚信经营行为造成的。不诚信经营现象的存在,不仅阻碍了保险事业的进一步发展,也严重影响着企业的市场竞争能力。中国已正式加入WTO,国内保险企业就此及时警醒和变革,是严峻竞争势态下实现自我生存与发展的必然要求。 一、诚信经营的内涵 在社会经济领域,诚信原则主要包括三层含义:一是要讲求信义,格守商业信用;二是经济行 Behind the rapid development of China’s insurance industry, there has always been an objective reality that the reputation of the industry is poor and the degree of social acceptance is not high. The reason for the formation of this paradox is that on the one hand, the objective needs of the socio-economy bring about the rapid development of the industry while the social insurance awareness lags behind; on the other hand, some of the insurance market entities are responsible for the bad faith operations. The existence of dishonesty not only hinders the further development of insurance business, but also seriously affects the market competitiveness of enterprises. China has formally acceded to the WTO and domestic insurance companies are alert to this change in a timely manner and this is an inevitable requirement for self-survival and development in the severe competitive situation. First, the connotation of integrity management In the field of social economy, the principle of good faith mainly includes three meanings: First, we should stress faith, grid keep business credit; Second, economic firms