互联网时代保险企业声誉风险管理研究

Study on Reputation Risk Management of Insurance Companies in Internet Era

银保监会2021年初印发《银行保险机构声誉风险管理办法(试行)》,明确提出要提高银行保险业声誉风险管理水平。声誉风险是保险企业面临的重大金融风险之一,而当今互联网的迅速发展并不断渗透,信息传播渠道更加多元。网络舆论突发性、盲目性、开放性等特点深刻改变了保险公司所处的舆论环境,给其声誉风险管理带来极大的不确定性和挑战。本文首先分析互联网时代下保险企业声誉风险特点和传播路径,剖析互联网时代下保险企业声誉风险管理面临的挑战以及管理现状。通过对中国人寿保险公司进行具体案例分析,得出经验和启示。最后提出提高保险企业声誉风险管理意识;建立全面的声誉风险管理体系和组织架构;立足媒介新变革,加快科技和人才的储备三点建议。以期促进保险企业顺应新媒体变革的趋势,加快完善保险企业声誉风险管理体系,提高保险企业声誉风险管理能力。

At the beginning of 2021, the CBRC issued the Measures for Reputational Risk Management of Banking and Insurance Institutions (Trial), which clearly proposed to improve the reputational risk management level of the banking and insurance industry. Reputation risk is one of the major financial risks faced by insurance companies. However, with the rapid development and continuous penetration of the Internet, information transmission channels are more diversified. The sudden, blind and open characteristics of network public opinion have profoundly changed the public opinion environment of insurance companies, and brought great uncertainty and challenges to their reputation risk management. This paper first analyzes the characteristics and propagation path of reputational risk of insurance companies in the Internet era, and analyzes the challenges and management status quo of reputational risk management of insurance companies in the Internet era. Through the case study of China life insurance company, experience and enlightenment are obtained. Finally, the author proposes to improve the awareness of reputation risk management of insurance enterprises. Establish a comprehensive reputation risk management system and organizational structure;based on the new media reform, accelerate the reserve of science and technology and talent, in order to promote the insurance enterprises to comply with the trend of new media reform, accelerate the improvement of the reputation risk management system of insurance enterprises, improve the reputation risk management ability of insurance enterprises.