The Research On The Performance's Influence Factor Of Individual Agent In Chinese Life Insurance Industry

As life insurance market in China gradually improving and becoming perfect, the individual agent system has become the main marketing method of Chinese life insurance and it plays a decisive role in the development of life insurance industry. Due to the short time running of the individual agent system in China, there are many problems. Not only the life insurance industry suffered losses and hindered the development of Chinese life insurance industry, but also it caused many negative effects. Therefore, to explore the individual agent system is an urgent subject in Chinese life insurance industry currently. The performance analysis is an important part in the management of individual agent system of Chinese life insurance. Studies of the factors which influence the performance of individual agent is the step which must be taken for the achievements analysis. It provides the suggestion information to individual agent system of Chinese life insurance for each aspect of management and it is the mainly basis for the agent recruits, training and management. Also, it is the key to mobilize the agents. For the domestic insurance studies of the factors which influence the performance of individual agent, it confined to the qualitative aspects of the analysis. However, this paper uses empirical analysis for deeper research.In this paper, it selected four main factors which influence the performance of individual agent based on the results of research by domestic and foreign scholars. Firstly, it uses relevant theory to analyze the feasibility studies. On one hand,it uses the questionnaire method to collect data. It utilizes the validity analysis and the reliability analysis making availability explanation of the questionnaire or the meter. On the other hand, it utilizes statistical methods for the correlation analysis and the regression analysis to study each factor the influence degree and direction it imposed. Finally, it comes to the conclusion that individual agent's characteristic, adaptability capacity, customer orientation and agent's training all have different degrees of influence to performance. Characteristic of diligence and caution should be slightly larger than the role of extraversion. Adaptability capacity and training have more notable impact to performance. Customer orientation guides to promote performance of individual agent to be miniscule. Therefore for the whole, this paper compares the four influence factor's function, and it can provide a frame of reference for the management of insurance companies.