导　　师： 李荣钧;张卫荣

学科专业： 1201

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 我国已提前进入人口老龄化国家的行列，人口老龄化的不断加剧，给整个社会带来沉重的压力，为了维护社会的稳定，促进经济的稳定发展，国家就必须重视养老这个问题，并要把这个问题很好的解决。在社会变迁、经济转型的当下，我国逐步建立并完善社会养老体系，其中商业养老保险作为我国社会养老保险体系的重要补充，对养老保障体系的构建具有重要作用。 本文对K保险公司商业养老保险项目的经营现状进行了分析，找出项目存在的问题，在国内外保险理论的指导下，通过发放调查问卷的方式，收集样本数据，运用关联度分析和logistic回归分析方法研究了K保险公司商业养老保险项目的影响因素及其回归程度，得出婚姻状况、职业情况、收入水平、文化程度、养老观念及对商业保险的认知途径等六个方面对购买商业养老保险的相关性大小。在此基础上，对K保险公司商业养老保险项目项目提出四点改进意见：一要根据市场需求，改进产品和完善产品体系，不同层次需求推差异化产品；二要改善传统的营销模式，增大保险影响力，完善营销渠道的发展；三要创新宣传方式，优化促销策略，提升品牌形象；四要加强内部管理，提高保险代理人的整体素质。最后，从政策、体系、服务等几个方面提出有关商业养老保险发展的政策建议。 Our country has been into the ranks of the ageing country ahead of time, the aging of thepopulation increasing, the whole society to bring heavy pressure, in order to maintain socialstability, promote the stable development of economy, countries must attach importance to theproblem of provide for the aged, and will solve this problem well. In social change, economictransition at present, our country gradually establish and perfect the social pension system,including commercial endowment insurance as an important supplement of social endowmentinsurance system in our country, plays an important role in the construction of old-agesecurity system. This paper studies the influence factors of K company commercialendowment insurance project, analysis of commercial endowment insurance program is notadapt to the market in guangzhou, and summarize the influential factors of the project, to acertain extent for the further development of guangzhou commercial endowment insuranceprovides empirical data and construction. The K commercial endowment insurance company project management present situationhas carried on the analysis, find out the problems existing in the project, under the guidance ofinsurance theory at home and abroad, by means of questionnaires, collecting sample data,using correlation analysis and logistic regression analysis method to study the K the influencefactors of commercial endowment insurance company project and its degree of regression, itis concluded that marital status, occupation, income level, cultural degree, endowmentconcept and cognition to the commercial insurance way to six aspects, such as correlationbetween size of commercial endowment insurance. On this basis, the insurance companycommercial endowment insurance project to K project put forward four improvements: aaccording to market demand, improve product and improve the product system and differenthierarchy of needs differentiated products; Second, we must improve the traditional marketingpattern, increase the influence of insurance, improve the development of marketing channels;Third, we need to innovate propaganda way, optimize the promotion strategy, enhance thebrand image; Fourth, we need to strengthen internal management, improve the whole qualityof the insurance agent. Finally, from the aspects of policy, system, service three puts forwardrelevant policy Suggestions on the development of commercial endowment insurance.

关 键 词： 商业养老保险 影响因素 回归分析

分 类 号： [F842.62]

领　　域： [经济管理]