GS人寿保险公司营销员培训体系优化研究
发布时间：2018-12-12 11:30
【摘要】：个人长期寿险保单是寿险公司最稳定的现金流与利润来源。目前我国此类保单主要是通过保险营销员进行销售。然而，由于营销员准入门槛低，行业当前呈现新增营销员数量大、素质低、高离职率、低产能的特征；由于保险营销员签订的是代理合同，采用无底薪佣金制，产能低下将直接导致营销员的高离职率，而培训是影响营销员产能的关键因素之一，培训缺失还易引起销售误导与纠纷，影响售后服务质量，造成客户不满、投诉增加及续保率下降，并引发监管风险，这不仅会影响到行业形象，阻碍行业持续健康发展，也会降低保险公司的盈利能力。如何通过培训体系的优化提高培训的有效性，提升寿险公司的盈利能力值得研究。 本文将就此问题从四个方面进行研究与探讨：第一部分为绪论，介绍选题的研究背景和意义，国内外主要理论和相关研究，研究对象和方法，研究思路及框架，本文的主要贡献；第二部分为人寿保险公司营销员培训体系的基本分析，通过阐述教育生产理论进行培训经济效益研究，论证营销员培训、人力发展与公司利润的关系，并在此基础上分析培训体系的系统运作模式如何产生培训效能。第三部分以GS人寿保险公司的实际培训项目为案例进行实证研究，，以建立模型为主要分析工具和技术的经济分析方法，对培训效能进行定量分析，具体分析了营销员的培训、留存率、产能三者之间的关系，证明了通过培训投入及培训体系优化，能提高营销员的产能与留存率，提升公司的盈利能力。第四部分是研究所选取的GS人寿保险公司培训体系现状，分析存在的问题并提出对应的解决措施，形成GS人寿保险公司培训体系优化方案，以提升营销员产能及公司利润。 本文理论部分主要参考保险、管理、教育、培训、经济学、人力资源等方面的书籍以及国内外保险研究类、经济类、管理学类报刊杂志。部分论点是本人多年从事保险营销管理工作的心得体会。采用理论研究与实证分析相结合、统计检验、比较分析等方法，说明培训对GS人寿保险公司盈利能力的影响，并提出GS人寿保险公司培训体系的优化方案。
[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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F272.92;F842.3
本文编号：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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F272.92;F842.3
【参考文献】
相关期刊论文 前10条
1 赵尚梅;张敏敏;傅杰;;寿险营销员离职倾向影响因素分析——以山东省寿险营销员为样本[J];保险研究;2010年10期
2 范先佐;我国教育经济学发展的回顾与展望[J];高等函授学报(哲学社会科学版);1997年02期
3 任玉宏;;我国保险营销员管理体制改革的现实困境及路径探析[J];经营管理者;2011年11期
4 范先佐;20世纪中国教育经济学发展的回顾与前瞻[J];华中师范大学学报(人文社会科学版);1999年01期
5 辛桂华;;寿险个人代理制营销模式的缺陷及其创新[J];经济论坛;2010年08期
6 徐婧姝;;保险营销员培训的四大误区[J];上海保险;2009年02期
7 黎明;;直复营销模式在我国保险中的应用及发展[J];商业文化(下半月);2011年09期
8 王皓;;保险营销与传销的辨析和思考[J];上海保险;2010年08期
9 陈国权;;组织学习和学习型组织:概念、能力模型、测量及对绩效的影响[J];管理评论;2009年01期
10 王艳红;;寿险个人代理激励机制设计完善的对策研究[J];中国经贸导刊;2009年13期
本文编号：2374480
本文链接：https://www.wllwen.com/jingjilunwen/bxjjlw/2374480.html
