专业团队

    　　目前，我国保险企业在承担社会责任方面仍有许多认知误区，深度思考保险企业社会责任的履行是十分必要的。

　　保险作为金融体系和社会保障体系的重要组成部分，对于保障社会平稳有序运行，发挥着举足轻重的作用。保险公司要充分发挥金融杠杆作用，通过有效渠道合理运作已收保费，满足投保人、被保险人转移风险的需要。

认知的误区

　　当前，我国保险企业发展还不够充分，在承担社会责任方面做的还不够，对履行社会责任还存在一些认知误区。

　　误区之一，认为信息共享会降低企业竞争力。在保险实践中，小型保险企业在产品开发、数据分析、费率测算等方面，无法与国有大型企业抗衡，传统产品数据的严密封锁，使得市场上小公司盲目效仿大公司的行为屡见不鲜。在大公司费率的基础上浮动百分点，成为了小公司生存的办法，保险市场产品结构同质现象愈发严重。

　　误区之二，认为社会责任等同于慈善活动。在企业社会责任的履行上，有的保险公司片面强调形式上的内容，如将社会责任履行理解为捐赠保险等慈善行为，而忽略企业社会责任的本质问题。保险的基本原理是将众人缴纳的保费汇集而成“互助基金”，当其中部分人发生保险事故时，动用部分基金来帮助这些人。互助基金具有准公共物品的特性，保险公司无偿赠送给其他人的这部分保险产品所保障的风险，恰为保险合同中的不可保风险，这无疑破坏了建立在大数法则基础上的承保原则，影响了保险基金的安全性。

　　误区之三，认为承担社会责任会增加企业成本。很多保险企业将社会责任的履行和企业的发展割裂来看，盲目地追求短期经济效益。在短期内，保险企业承担社会责任的确会增加一定的成本；但从长期来看，保险企业社会责任的履行，增强了消费者的风险管理意识，提高了保险营销队伍的业务素质，改善了保险经营的行业形象，带来了品牌效应。

　　误区之四，认为保费收入的绝对增量决定了企业的实力。保费是保险人为向投保人承诺，在保险合同有效期内，保险标的出现损失后，给予补偿或给付而向投保人收取的费用，本质是保险公司的负债。盲目地追求保费收入的增加，往往会导致劣质保险标的存在，致使核保操作不规范，诸多不可保风险被承保，这样不但会影响其他投保人和被保险人的合法权益，也会带来偿付能力不足的隐患。

　　误区之五，认为灾后赔偿比防灾防损更重要。承保后的防灾防损检查和服务，是实行风险控制的重要内容，也是长期以来保险业比较薄弱的环节。

　　培育保险企业社会责任的建议

　　作为保险企业，在实现自身的经济效益的同时，增加对利益相关者的关怀，非但不会降低企业的竞争力，而且会建立企业与员工、客户等利益相关者之间的和谐关系，为保险企业创造良好的外部发展环境。在当前经济形式下，笔者认为，要着重从以下几个方面着力培育保险企业社会责任的履行：

　　第一，稳定企业自身的经营，保证持续性收益。保险企业在追求经济效益的同时，应该充分考虑其经营性质，避免盲目开发、销售理财型产品，谨慎、稳妥运用保险资金，充分顾及整个经济平稳运行，认真应对各种风险和隐患，主动防止因自己经营不当而给经济发展和人们生活带来的冲击。

　　第二，加强信息共享，鼓励产品创新。保险企业应当明确哪些信息可以共享，哪些是商业秘密需要加以保护。一方面，决不能毫无顾忌地公开所有信息，应充分考虑是否有泄露商业秘密的可能性；另一方面，也不能把商业秘密的范围无限制地扩大，将各种信息资源一律视为机密信息保护起来。对于传统型保障产品，大型国有保险企业应将其经验数据共享，鼓励小公司在已有数据的基础上，进行二度开发、三度开发。

　　第三，产品回归保障，强化产品保障功能。理财型产品在我国的发展极为迅速，市场占有量也很可观，但是，许多投保人、被保险人是在保障性产品缺失的情况下，片面地关注了理财型产品的收益率，盲目地选择了该类产品。当风险事故发生时，保险的损失转嫁功能得不到很好的实现。保险企业应保证保险产品和服务的合理性，完善服务体系，最大限度地满足消费者的保险保障需求，减少销售误导的发生，努力开发满足不同层次、不同职业、不同地区消费者需求的各类财产、人身保险产品，优化产品结构，拓宽服务领域。

　　第四，统一基础性产品标准，方便客户选择。保险公司应对基本保障项目出台统一标准的保险合同，在统一标准之上，再分别针对不同的客户群体，设计、开发不同层级的产品，以供消费者选择。以车险为例，各产险公司可以通过企业间协议，将车损险、三者险等作为基本项目打包，制定统一的保险责任、免除责任及保险费率的保险合同，免去消费者在不同保险产品之间反复比较的麻烦。在此基础上，各保险公司再推出具有其特色的保险项目，使消费者在选择时，对基本保障之上的项目更加明晰。

　　第五，注重防灾防损，发挥风险管理优势。企业的社会责任履行是多个方面的，捐赠只是其中的一个小部分。保险公司在提供保险服务的同时，应积极主动地参与到客户的风险管理过程中，这样不仅能够最大程度地减轻社会财富可能造成的损失，而且有助于提升保险行业的整体形象，对于保险企业的经营效益也会产生积极影响。

At present, there are still many misconceptions among insurance companies in China regarding their social responsibility, and it is necessary to deeply consider the fulfillment of social responsibility by insurance companies.

Insurance, as an important component of the financial and social security systems, plays a crucial role in ensuring the smooth and orderly operation of society. Insurance companies should fully leverage the role of financial leverage, operate the premiums received reasonably through effective channels, and meet the needs of policyholders and insured persons to transfer risks.

Cognitive misconceptions

At present, the development of insurance companies in China is not sufficient, and there are still some misconceptions about fulfilling social responsibility.

One of the misconceptions is that information sharing will reduce the competitiveness of enterprises. In insurance practice, small insurance companies are unable to compete with state-owned large enterprises in product development, data analysis, rate calculation, and other aspects. The strict blockade of traditional product data has made it common for small companies in the market to blindly imitate large companies. Floating percentage points on the basis of large company rates has become a way for small companies to survive, and the phenomenon of homogeneous product structure in the insurance market has become increasingly serious.

The second misconception is that social responsibility is equivalent to charitable activities. In the fulfillment of corporate social responsibility, some insurance companies unilaterally emphasize the formal content, such as understanding the fulfillment of social responsibility as charitable acts such as donating insurance, while ignoring the essence of corporate social responsibility. The basic principle of insurance is to gather the premiums paid by everyone to form a mutual aid fund. When some people experience insurance accidents, a portion of the fund is used to help these people. Mutual aid funds have the characteristic of quasi public goods, and the risks protected by the insurance products gifted by insurance companies to others without compensation are exactly the insurable risks in the insurance contract, which undoubtedly undermines the underwriting principle based on the law of large numbers and affects the safety of insurance funds.

The third misconception is that assuming social responsibility will increase business costs. Many insurance companies separate the fulfillment of social responsibility from their development, blindly pursuing short-term economic benefits. In the short term, assuming social responsibility by insurance companies will indeed increase certain costs; However, in the long run, the fulfillment of social responsibility by insurance companies has enhanced consumer risk management awareness, improved the business quality of insurance marketing teams, improved the industry image of insurance operations, and brought about brand effects.

The fourth misconception is that the absolute increase in premium income determines the strength of a company. Premium is the fee charged by the insurer to the policyholder as compensation or payment for the loss of the insured subject matter during the validity period of the insurance contract, which is essentially a liability of the insurance company. Blindly pursuing an increase in premium income often leads to the existence of low-quality insurance targets, resulting in non-standard underwriting operations and many insurable risks being underwritten. This not only affects the legitimate rights and interests of other policyholders and insured persons, but also poses a hidden danger of insufficient solvency.

The fifth misconception is that post disaster compensation is more important than disaster prevention and loss prevention. The post underwriting disaster prevention and loss prevention inspection and services are important components of risk control and have long been a weak link in the insurance industry.

Suggestions for Cultivating Social Responsibility of Insurance Companies

As an insurance company, while achieving its own economic benefits, increasing care for stakeholders not only does not reduce its competitiveness, but also establishes harmonious relationships between the company and stakeholders such as employees and customers, creating a favorable external development environment for the insurance company. In the current economic situation, the author believes that we should focus on cultivating the fulfillment of social responsibility of insurance companies from the following aspects:

Firstly, stabilize the operation of the enterprise and ensure sustainable returns. While pursuing economic benefits, insurance companies should fully consider their business nature, avoid blind development and sales of wealth management products, use insurance funds cautiously and prudently, fully consider the smooth operation of the entire economy, carefully deal with various risks and hidden dangers, and actively prevent the impact on economic development and people's lives caused by improper management.

Secondly, strengthen information sharing and encourage product innovation. Insurance companies should clarify which information can be shared and which trade secrets need to be protected. On the one hand, all information must not be disclosed without any hesitation, and the possibility of leaking trade secrets should be fully considered; On the other hand, the scope of trade secrets cannot be infinitely expanded, and all types of information resources should be treated as confidential information for protection. For traditional protection products, large state-owned insurance companies should share their experience data and encourage small companies to carry out secondary and tertiary development on the basis of existing data.

Thirdly, product return guarantee and strengthened product guarantee function. The development of wealth management products in China is extremely rapid, and their market share is also considerable. However, many policyholders and insured individuals, in the absence of protective products, blindly focus on the yield of wealth management products and choose such products. When a risk accident occurs, the loss transfer function of insurance cannot be well realized. Insurance companies should ensure the rationality of insurance products and services, improve their service system, meet the insurance protection needs of consumers to the maximum extent, reduce the occurrence of sales misleading, strive to develop various types of property and life insurance products that meet the needs of consumers at different levels, professions, and regions, optimize product structure, and expand service areas.

Fourthly, unify basic product standards to facilitate customer selection. Insurance companies should introduce unified insurance contracts for basic protection projects, and on top of the unified standards, design and develop products at different levels for different customer groups for consumers to choose from. Taking car insurance as an example, various property and casualty insurance companies can package car damage insurance, third-party insurance, etc. as basic items through inter enterprise agreements, and develop unified insurance contracts for liability, exemption, and insurance rates, eliminating the trouble of consumers repeatedly comparing different insurance products. On this basis, each insurance company will launch its own unique insurance projects, making consumers more clear about the projects above basic protection when making choices.

Fifth, focus on disaster prevention and loss prevention, and leverage the advantages of risk management. The fulfillment of corporate social responsibility is multifaceted, and donations are only a small part of it. Insurance companies should actively participate in the risk management process of customers while providing insurance services. This can not only minimize the potential loss of social wealth, but also help improve the overall image of the insurance industry and have a positive impact on the operational efficiency of insurance companies.