保险企业文化软实力评价体系构建

The Evaluating System of Soft Power of Insurance Enterprise Culture

从内部文化和外部文化两方面设计保险企业评价指标体系,利用层次分析法确定指标权重,根据模糊综合判断法进行实例分析。结果表明,我国保险企业评价体系可以引入企业文化相关指标,作为企业软实力的评价。保险企业应从以人为本、客户满意、建立良好的外部形象和加强风险文化建设等方面改善企业文化。

The design of index system is based on internal and external culture of insurance enterprise. Index weights are determined by AHP, and case analysis of credit rating is assessed by the fuzzy compre- hensive evaluation method. The conclusion of the research shows that indexes related to enterprise culture can be introduced to credit rating of insurance as evaluation of soft power. We suggest insurance enterprises should improve enterprise culture in terms of people oriented, customer satisfaction, building good external image, strengthening risk culture, and so on.