北京平安寿险销售人员培训体系优化研究

发布时间：2018-05-09 22:03

本文选题：北京平安寿险 + 销售人员　；参考：《中国地质大学（北京）》2013年硕士论文

【摘要】：在经济全球化趋势下，人才作为财富的创造者、战略的执行者成为了市场竞争的焦点，保险行业针对人才早已打响了没有硝烟的战争。在销售团队建设方面，卓越的销售人员是寿险公司的资本性资源，是再生型、可持续资源。中国保险行业的一个特色是代理人管理的成败直接影响着保险公司的销售业绩，个人寿险营销制度是当前以及未来相当长的一段时期内寿险业的主要营销模式，然而寿险公司面临一个共同的难题——销售人员留存率很低，销售人员工作绩效不高。寿险公司如何培养、打造一流的销售团队已经成为制约公司发展的至关重要的因素。寿险公司通过培训、教育确保新人成为“有经验的销售人力”已成为促进公司战略实施、保持公司和新竞争优势的必经之路。本文以中国平安人寿保险股份有限公司北京分公司（文中简称北京平安寿险）销售人员作为研究对象，，运用组织行为学和人力资源管理理论，同时运用文献法、访谈法、调查问卷、比较分析等研究方法，立足北京平安寿险公司现实，针对现行的销售人员培训体系展开研究，分析现状，查找问题，剖析成因，提出对策。该论文由五个篇章组成，第一篇章概括介绍了确定论文题目的背景、论文研究的目的与研究意义，理清了研究内容和思路；第二部分首先界定文章中涉及的主要概念，然后系统阐释国内外培训体系研究现状及理论依据；第三部分通过访谈法和调查问卷了解北京平安寿险销售人员培训体系现状，发现问题，剖析原因；第四部分在分析问卷结果的基础上，明确完善北京平安寿险销售人员培训体系的指导思想、坚持原则，从而提出优化意见；第五部分是研究结论及后续研究展望，旨在对北京平安寿险优化销售人员培训体系提供有效参考。
[Abstract]:In the trend of economic globalization, as the creator of wealth, the executive of the strategy has become the focus of the market competition. The insurance industry has already struck a war without smoke for the talents. In the construction of the sales team, the outstanding salesmen are the capital resources of the life insurance company, the regenerative and sustainable resources. China insurance industry. One characteristic is that the success or failure of the agent management directly affects the sales performance of the insurance company. The personal life insurance marketing system is the main marketing mode of the life insurance industry for a long period of time. However, the life insurance company faces a common problem - the sales staff retention rate is very low, and the sales staff performance is not high. How to cultivate the life insurance company and build a first-class sales team has become a crucial factor restricting the development of the company. Through training, the life insurance company ensures that the new people become "experienced sales manpower" has become the only way to promote the implementation of the company's strategy and maintain the advantages of the company and the new competition.
This paper takes the sales staff of Limited by Share Ltd Beijing branch of China Ping An Life Insurance Company as the research object, using the theory of organizational behavior and human resource management, at the same time using literature, interview, questionnaire, comparative analysis and other research methods, based on the reality of Beijing's safe life insurance company. The sales personnel training system is studied, the analysis of the situation, the analysis of the problems, the analysis of the causes, and the countermeasures. The paper is composed of five chapters. The first chapter introduces the background of the thesis, the purpose and significance of the research, the content and the thought of the research are clarified. The second part first defines the main points involved in the article. Concept, and then systematically explain the domestic and foreign training system research status and theoretical basis; the third part through interviews and questionnaires to understand the status of Beijing safe life insurance sales personnel training system, the problems, analysis of reasons, the fourth part on the basis of the analysis of the results of the questionnaire, to improve the Beijing safety life insurance sales personnel training body clearly. In the fifth part, the fifth part is the research conclusion and the future research prospect, which aims to provide an effective reference for the optimization of the sales personnel training system for the safe life insurance of Beijing.

【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F842.3

【参考文献】