人寿保险企业营销系统用工的绩效管理研究

发布时间：2018-09-09 09:27

【摘要】：我国寿险业经过20多年的快速发展，取得了有目共睹的成绩，也积累了一些问题。最突出的问题是寿险营销系统用工模式不规范，实施营销工作“人海战术”，导致营销员队伍庞大并沦为企业的“边缘人”。寿险营销系统这一特殊群体对企业的归属感不强，忠诚度不高，稳定性较差，加之片面追求营销业绩的考核管理方式而引发诸多经济和社会问题，影响了寿险业可持续发展，甚至给社会稳定带来消极影响。解决上述问题根本出路是实施有效的绩效管理。为此，本文以新华人寿辽宁分公司为例，提出的主要对策是基于企业发展战略的目标导向，构建一套系统的营销人员绩效管理指标体系，并从研究的背景及意义、绩效管理理论基础与方法、寿险企业营销系统用工状况分析、绩效管理方面存在的问题、寿险企业营销系统员工绩效管理指标体系的重构、研究总结与展望等六个方面进行了系统的研究论述。本文提出的内部协约化劳动关系概念的界定、基于目标导向的绩效管理运行程序、阶梯式提成制全面薪酬模式、寿险营销系列职称评定的制度设计、着眼于营销员职业规划的寿险营销培训体系设计、营销队伍通过岗位“转型”全部纳入劳动法规调解范畴等观点和措施都具有一定的创新性和可操作性。通过对寿险企业营销系统用工的绩效管理研究，得出以下结论：绩效管理是一个动态反馈系统，核心是绩效考核，但决不能仅仅停留在绩效考核的层面，而忽视其他环节的作用，否则绩效管理就会流于形式；寿险企业营销系统用工的绩效管理对象具有特殊性，，构建绩效管理指标体系必须高度重视员工的根本关切，强调员工与企业共同发展的理念，始终坚持以正激励为主；薪酬激励必须着眼于营销队伍建设的长远目标，通过阶梯式提成制全面薪酬模式强化员工与企业的稳定联系；解决寿险营销员工“边缘人”地位问题，必须推动岗位“转型”制度设计，使营销员用工制度纳入劳动法规的调解范围，提升社会认同度，才能化解不良问题。为此，必须统筹现实步骤和长远规划，分步实施，通过发展和改革寻求出路；绩效管理体系重构的核心在于关键绩效指标的甄选确定，出发点是基于企业发展的战略目标导向；着眼于职业规划的培训是提升绩效管理水平的重要渠道，必须高度重视培训体系和职称系列设计，为人寿保险营销队伍职业化发展打开空间。
[Abstract]:After more than 20 years of rapid development, China's life insurance industry has made obvious achievements and accumulated some problems. The most prominent problem is that the employment mode of life insurance marketing system is not standardized, and the implementation of marketing work "crowd tactics", leading to a large number of marketers and reduced to "marginal people" in enterprises. Life insurance marketing system, a special group of enterprises, has not strong sense of belonging, low loyalty, poor stability, and the one-sided pursuit of marketing performance assessment and management mode, which has caused many economic and social problems, which has affected the sustainable development of life insurance industry. It even has a negative impact on social stability. The fundamental solution to the above problems is to implement effective performance management. Therefore, taking the Liaoning branch of New China Life Insurance Company as an example, the main countermeasure is to construct a systematic performance management index system of marketing personnel based on the goal orientation of the enterprise development strategy, and from the background and significance of the research. The theoretical basis and method of performance management, the analysis of employment status of life insurance enterprise marketing system, the problems existing in performance management, and the reconstruction of employee performance management index system of life insurance enterprise marketing system. The research summary and prospect are systematically discussed in six aspects. In this paper, the definition of the concept of internal contractual labor relations, the performance management operating procedures based on goal-oriented, the overall salary model of step by step commission system, the system design of professional title evaluation of life insurance marketing series, the definition of the concept of internal contractual labor relations, the system design of performance management based on goal-oriented management, The design of life insurance marketing training system based on marketers' career planning and the integration of marketing team into the scope of labor law mediation through post "transformation" are all innovative and operable. Through the research on the performance management of life insurance enterprise marketing system, the following conclusions are drawn: performance management is a dynamic feedback system, the core of which is performance appraisal, but it can not only stay at the level of performance appraisal. Otherwise, the performance management will become a mere formality; the target of performance management in the marketing system of life insurance enterprises has its particularity, so it is necessary to attach great importance to the fundamental concern of employees in the construction of performance management index system. It emphasizes the idea of common development between employees and enterprises, and always insists on positive motivation, and the compensation incentive must focus on the long-term goal of marketing team construction, and strengthen the stable contact between employees and enterprises through the overall salary model of step by step commission system. In order to solve the problem of "marginal person" status of life insurance marketing staff, we must promote the design of post "transformation" system, bring the employment system of marketers into the mediation scope of labor laws and regulations, and promote the social identity so as to resolve the bad problems. Therefore, it is necessary to coordinate practical steps and long-term planning, step by step implementation, and seek a way out through development and reform. The core of the reconstruction of performance management system lies in the selection and determination of key performance indicators, and the starting point is based on the strategic objective orientation of enterprise development. The training focused on career planning is an important channel to improve the level of performance management. We must attach great importance to the training system and professional title series design to open up space for the professional development of life insurance marketing team.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F842.3

【参考文献】