《保险研究》20260304-《职业认同与保险代理人绩效》（雎岚、茅陈斌、锁凌燕）

［摘   要］加强保险代理人队伍建设是保险业高质量发展的重要内容。利用2022~2024年中国保险代理人调查数据，本文探究了保险代理人职业认同与其绩效表现的关系，揭示了职业认同在推动保险代理人专业化发展中的关键作用。研究发现，职业认同通过改变获客方式、提升服务强度和促进自我投资等机制，显著提高了保险代理人的绩效表现。对于积极拥抱数字技术、受教育程度较高、主要销售理财增值型产品的保险代理人，该提升作用更加显著。此外，职业认同还显著提高了保险代理人的生产率。本文为深化人身保险行业个人营销体制改革提供了有力的经验证据。

［关键词］职业认同；保险代理人；绩效；生产率

［基金项目］本研究得到教育部人文社会科学重点研究基地重大项目（22JJD790091）和中央高校基本科研业务费专项资金资助。

［作者简介］雎岚，北京大学汇丰商学院副教授；茅陈斌（通讯作者），北京大学经济学院博士研究生；锁凌燕，北京大学经济学院教授。

Professional Identity and the Performance of Insurance Agents

JU Lan，MAO Chen-bin，SUO Ling-yan

Abstract：Strengthening the professional team building of insurance agents is an important aspect of the high-quality development of the insurance industry.Based on the unique dataset from 2022-2024 China Insurance Agent Survey，this paper explores the relationship between insurance agent professional identity and their performance，revealing the crucial role of professional identity in promoting the professional development of insurance agents.The study finds that professional identity significantly improves the performance of insurance agents by changing the choice of customer acquisition channels，enhancing service intensity，and promoting self-investment.For insurance agents who actively embrace digital technology，have a higher level of education，and mainly sell products of financial growth type，the effect of professional identity on performance is even more significant.Moreover，professional identity also significantly increases the productivity of insurance agents.This paper provides strong empirical evidence for deepening the reform of the individual agent distribution system in the life insurance industry.

Key words：professional identity;insurance agent;performance;productivity