关系运作与保险营销--“社会-经济”关系互构及其边界

Relational Work and Insurance Marketing:The Inter-construction of“Socio-Economic”Relations and Their Boundaries

在市场经济中,社会关系与经济关系如何互构?其边界何在?本文以中国人寿保险业务过程为例,从“关系运作”的视角考察了人寿保险“展业”与“增员”过程中行动者之间的关系类型、互动方式以及这两个因素对保险交易和团队招募的影响。研究发现,保险营销过程中行动者之间的关系边界会随着关系类型、关系强度以及关系媒介的不同而变化,进而影响保险业务的结果。以信任为导向的嵌入机制有助于建立、维护和拓展关系,这一机制模糊了社会-经济关系的边界,有助于促进业务顺利开展;而以利益为导向的脱嵌机制可能导致关系的紧张、冲突和终止,使得社会-经济关系边界变得泾渭分明,从而导致业务受阻。

In a market economy,how are social and economic relations interconstructed and what are their boundaries?Based on the case of Chinese life insurance's operation,this paper applies the perspective of“relational work”to examine the types of relations and interactions between actors in the life insurance marketing and recruiting processes,and their impacts on insurance transaction and team recruitment.This paper finds that the relationship boundaries between actors in the insurance marketing process vary according to the type,strength,and medium of relationship.Trust-oriented embedding mechanisms help establish,maintain and expand relationships,blurring the boundaries of socio-economic relationships and facilitating smooth business,whereas interest-oriented deembedding mechanisms may lead to relationship tension,conflict and termination,making the boundaries of socio-economic relationships sharp and hindering business.