A Case Study Of Collective Action Logic For Commercial Insurance Agents

The collective action logic of the commercial insurance agents refers to the identity in their thoughts formed from the long-term contacting among them and the uniformity of their behavior. It is the unification of the thinking mode and the behavior pattern. This research is based on the China Ping'an insurance limited company, Anshan subsidiary company, with the help of the technique of observing-non-participated and words analysis, the author analyzed the collective action logic of the commercial insurance agents.There are three characteristics in the thinking mode of the commercial insurance agents: the first one is their dynamic, namely according to the changes of their operation object and operation environment, they change also their own thought directions, the thought contents and the thought procedures, and carry on the investigations, take the controls to their operation objects in order to optimize their operations; The second one is the astringency, that is no matter what kinds of the methods, the final aim is to realize an insurance bill and a maximization of their income; The third is the Multi-approaches, namely from many aspects and many directions, they collect the information resources as far as possible, catcher the operation objects which are difficult to find by the others and succeed in their ways. In the concert operations, the commercial insurance agents don't use only one thinking mode, but mix many kinds of the thinking modes.There is an identify between the behavior pattern as the external performance of the collective action logic and the thinking mode. On the one hand, the thinking mode is formed in the agents'practice; On the other hand, the behavior pattern is influenced by the thinking mode. From the research, the author found that in the concert operations, such as looking for clients, collecting information, contacting their clients, selling them insurance bills and keeping contact with their customers, and in the process like tendency of avoiding social worries, adjusting strategies, choosing incentive mode and preparing for the future, they all show out the uniformity between the thinking mode and the behavior pattern.Behind the collective action logic of the commercial insurance agents, there is a special culture factor. This kind of the subculture is practiced and directed by the minority, and formed by the long-term operation and by the communication between them. In this process, the subculture is the foundation of the collective action logic, at the same time, the last gives the subculture the"fresh elements". As is shows, their subculture will have an important influence to their collective action logic, and the collective action which has been formed will rebuild their subculture, the two factors have the isomorphism.