GS人壽保險公司營銷員培訓體系優(yōu)化研究
發(fā)布時間：2018-12-12 11:30
【摘要】：個人長期壽險保單是壽險公司最穩(wěn)定的現(xiàn)金流與利潤來源。目前我國此類保單主要是通過保險營銷員進行銷售。然而，由于營銷員準入門檻低，行業(yè)當前呈現(xiàn)新增營銷員數(shù)量大、素質(zhì)低、高離職率、低產(chǎn)能的特征；由于保險營銷員簽訂的是代理合同，采用無底薪傭金制，產(chǎn)能低下將直接導致營銷員的高離職率，而培訓是影響營銷員產(chǎn)能的關(guān)鍵因素之一，培訓缺失還易引起銷售誤導與糾紛，影響售后服務質(zhì)量，造成客戶不滿、投訴增加及續(xù)保率下降，并引發(fā)監(jiān)管風險，這不僅會影響到行業(yè)形象，阻礙行業(yè)持續(xù)健康發(fā)展，也會降低保險公司的盈利能力。如何通過培訓體系的優(yōu)化提高培訓的有效性，提升壽險公司的盈利能力值得研究。 本文將就此問題從四個方面進行研究與探討：第一部分為緒論，介紹選題的研究背景和意義，國內(nèi)外主要理論和相關(guān)研究，研究對象和方法，研究思路及框架，本文的主要貢獻；第二部分為人壽保險公司營銷員培訓體系的基本分析，通過闡述教育生產(chǎn)理論進行培訓經(jīng)濟效益研究，論證營銷員培訓、人力發(fā)展與公司利潤的關(guān)系，并在此基礎上分析培訓體系的系統(tǒng)運作模式如何產(chǎn)生培訓效能。第三部分以GS人壽保險公司的實際培訓項目為案例進行實證研究，，以建立模型為主要分析工具和技術(shù)的經(jīng)濟分析方法，對培訓效能進行定量分析，具體分析了營銷員的培訓、留存率、產(chǎn)能三者之間的關(guān)系，證明了通過培訓投入及培訓體系優(yōu)化，能提高營銷員的產(chǎn)能與留存率，提升公司的盈利能力。第四部分是研究所選取的GS人壽保險公司培訓體系現(xiàn)狀，分析存在的問題并提出對應的解決措施，形成GS人壽保險公司培訓體系優(yōu)化方案，以提升營銷員產(chǎn)能及公司利潤。 本文理論部分主要參考保險、管理、教育、培訓、經(jīng)濟學、人力資源等方面的書籍以及國內(nèi)外保險研究類、經(jīng)濟類、管理學類報刊雜志。部分論點是本人多年從事保險營銷管理工作的心得體會。采用理論研究與實證分析相結(jié)合、統(tǒng)計檢驗、比較分析等方法，說明培訓對GS人壽保險公司盈利能力的影響，并提出GS人壽保險公司培訓體系的優(yōu)化方案。
[Abstract]:Individual long-term life insurance policy is the most stable cash flow and profit source for life insurance companies. At present, this kind of insurance policy is mainly sold through insurance marketers. However, because of the low entry threshold of marketers, the industry presents the characteristics of large number of new marketers, low quality, high turnover rate and low production capacity; Because insurance marketers sign agency contracts and adopt a commission system without base pay, low production capacity will directly lead to a high turnover rate of marketers, and training is one of the key factors affecting marketers' production capacity. Lack of training can also easily lead to misguided sales and disputes, affect the quality of after-sales service, cause customer dissatisfaction, increase complaints and reduce the rate of renewal, and lead to regulatory risks, which will not only affect the image of the industry, hinder the sustainable and healthy development of the industry. It also reduces the profitability of insurance companies. How to improve the effectiveness of training and improve the profitability of life insurance companies through the optimization of training system is worth studying. This paper will study and discuss this question from four aspects: the first part is the introduction, introduces the research background and significance of the topic, the main theories and related research at home and abroad, the research object and method, the research thought and the frame, The main contribution of this paper; The second part is the basic analysis of the training system of marketers in life insurance companies. By expounding the theory of education and production to study the economic benefits of training, the relationship between the training of marketers, the development of human resources and the profits of the company is demonstrated. On this basis, it analyzes how the system operation mode of training system produces training efficiency. The third part takes the actual training project of GS life insurance company as a case study, taking the model as the main analysis tool and the technical economic analysis method, carries on the quantitative analysis to the training effectiveness, has analyzed concretely the marketing member's training. The relationship between retention rate and production capacity proves that training input and training system optimization can improve the productivity and retention rate of marketers and enhance the profitability of the company. The fourth part is the present situation of GS life insurance company training system selected by the research institute, analyzes the existing problems and puts forward the corresponding solutions, and forms the optimized scheme of GS life insurance company training system, in order to enhance the marketer capacity and the company profit. The theoretical part of this paper mainly refers to insurance, management, education, training, economics, human resources and other aspects of the books, as well as domestic and foreign insurance research, economics, management newspapers and magazines. Part of the argument is that I have been engaged in insurance marketing management experience. With the combination of theoretical research and empirical analysis, statistical test, comparative analysis and other methods, this paper explains the influence of training on the profitability of GS life insurance company, and puts forward the optimization scheme of GS life insurance company training system.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F272.92;F842.3
本文編號：2374480
[Abstract]:Individual long-term life insurance policy is the most stable cash flow and profit source for life insurance companies. At present, this kind of insurance policy is mainly sold through insurance marketers. However, because of the low entry threshold of marketers, the industry presents the characteristics of large number of new marketers, low quality, high turnover rate and low production capacity; Because insurance marketers sign agency contracts and adopt a commission system without base pay, low production capacity will directly lead to a high turnover rate of marketers, and training is one of the key factors affecting marketers' production capacity. Lack of training can also easily lead to misguided sales and disputes, affect the quality of after-sales service, cause customer dissatisfaction, increase complaints and reduce the rate of renewal, and lead to regulatory risks, which will not only affect the image of the industry, hinder the sustainable and healthy development of the industry. It also reduces the profitability of insurance companies. How to improve the effectiveness of training and improve the profitability of life insurance companies through the optimization of training system is worth studying. This paper will study and discuss this question from four aspects: the first part is the introduction, introduces the research background and significance of the topic, the main theories and related research at home and abroad, the research object and method, the research thought and the frame, The main contribution of this paper; The second part is the basic analysis of the training system of marketers in life insurance companies. By expounding the theory of education and production to study the economic benefits of training, the relationship between the training of marketers, the development of human resources and the profits of the company is demonstrated. On this basis, it analyzes how the system operation mode of training system produces training efficiency. The third part takes the actual training project of GS life insurance company as a case study, taking the model as the main analysis tool and the technical economic analysis method, carries on the quantitative analysis to the training effectiveness, has analyzed concretely the marketing member's training. The relationship between retention rate and production capacity proves that training input and training system optimization can improve the productivity and retention rate of marketers and enhance the profitability of the company. The fourth part is the present situation of GS life insurance company training system selected by the research institute, analyzes the existing problems and puts forward the corresponding solutions, and forms the optimized scheme of GS life insurance company training system, in order to enhance the marketer capacity and the company profit. The theoretical part of this paper mainly refers to insurance, management, education, training, economics, human resources and other aspects of the books, as well as domestic and foreign insurance research, economics, management newspapers and magazines. Part of the argument is that I have been engaged in insurance marketing management experience. With the combination of theoretical research and empirical analysis, statistical test, comparative analysis and other methods, this paper explains the influence of training on the profitability of GS life insurance company, and puts forward the optimization scheme of GS life insurance company training system.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F272.92;F842.3
【參考文獻】
相關(guān)期刊論文 前10條
1 趙尚梅;張敏敏;傅杰;;壽險營銷員離職傾向影響因素分析——以山東省壽險營銷員為樣本[J];保險研究;2010年10期
2 范先佐;我國教育經(jīng)濟學發(fā)展的回顧與展望[J];高等函授學報(哲學社會科學版);1997年02期
3 任玉宏;;我國保險營銷員管理體制改革的現(xiàn)實困境及路徑探析[J];經(jīng)營管理者;2011年11期
4 范先佐;20世紀中國教育經(jīng)濟學發(fā)展的回顧與前瞻[J];華中師范大學學報(人文社會科學版);1999年01期
5 辛桂華;;壽險個人代理制營銷模式的缺陷及其創(chuàng)新[J];經(jīng)濟論壇;2010年08期
6 徐婧姝;;保險營銷員培訓的四大誤區(qū)[J];上海保險;2009年02期
7 黎明;;直復營銷模式在我國保險中的應用及發(fā)展[J];商業(yè)文化(下半月);2011年09期
8 王皓;;保險營銷與傳銷的辨析和思考[J];上海保險;2010年08期
9 陳國權(quán);;組織學習和學習型組織:概念、能力模型、測量及對績效的影響[J];管理評論;2009年01期
10 王艷紅;;壽險個人代理激勵機制設計完善的對策研究[J];中國經(jīng)貿(mào)導刊;2009年13期
本文編號：2374480
本文鏈接：http://www.lk138.cn/jingjilunwen/bxjjlw/2374480.html
最近更新
教材專著
