摘要
随着全球化进程的加速、信息传播速度的加快和传播广度的扩大,声誉已经成为影响保险企业比较竞争优势的决定性因素之一。本文通过对当前公众对保险业的看法进行定性研究,分析了保险业声誉风险的主要风险因素,涉及到保险产品本身的复杂性、技术性等特征、消费者认知过程的特征、保险业目前所处的社会环境等多种外部因素,而目前保险公司自身经营中还存在的不规范行为,进一步放大了保险业面临的声誉风险,保险公司应通过注重在经营过程中向消费者传递正确的保险知识和保险观念,有效地降低上述各因素对保险业声誉所带来的威胁。
As seen in many other parts of the world, reputation has become a key factor influencing insurers＇ competitive ad- vantage in the context of globalization and informationization. This article conducted a qualitative analysis on public opinions about China＇s insurance industry. It analyzed major risk factors affecting reputation of the insurance industry： the complicated nature of insurance products, their technicality, the perception process of consumers, current social environment, etc. Furthermore, operations of Chinese insurers were still flawed by irregular practices, which further magnified the reputation risks of insurers. Insurers should convey insurance knowledge and correct insurance concepts in their process of operation in order to effectively reduce the risks on their reputation.
出处
《保险研究》
CSSCI
北大核心
2008年第9期41-43,40,共4页
Insurance Studies
关键词
声誉风险
风险管理
定性研究
reputation risk
risk management
qualitative analysis
