RBAS公司营销人员培训体系研究

发布时间：2018-02-28 13:56

本文关键词： 保险营销培训培训体系　出处：《贵州财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国金融市场的改革和经济全球化的脚步不断加快,金融保险行业得以迅猛发展,国外保险公司看到了中国保险市场的巨大发展潜力,纷纷涌入中国与国内现有保险公司争夺市场份额,保险行业的竞争逐渐步入白热化阶段,国内保险公司的发展正面临着巨大的困难和严峻的挑战。由于市场环境的改变,金融保险行业的竞争逐渐变为人才的竞争,营销人员是保险公司参与市场竞争的基层一线人员,其专业技能和综合素养与公司业务发展和经营效益息息相关。若想在激烈的竞争中拥有同行业不可轻易复制的竞争优势,培训无疑是提高营销人员专业技能、综合素养、挖掘其内在潜能、促进公司人力资本增值和销售能力提高的重要途径。本文研究对象——RBAS公司是一家股份制财险公司。近年来,RBAS公司业务不断发展壮大,在业务高速发展和公司转型之时,较低门槛招入了大量素质参差不齐、产能低、专业不对口及流动性较大的营销人员。营销队伍的现状特征不仅决定了其销售能力和服务水平不高,还容易让公司陷入销售误导和投诉纠纷等麻烦中,造成公司出现客户投诉率升高、转保和续保率下降等问题,从而对公司良好品牌形象和多项经营指标产生了许多负面影响。为提升公司销售能力、服务水平和核心竞争力,促进培训取得实效,并将有限的培训投入更多地转化为公司经营效益,就有必要对RBAS公司营销人员培训体系进行优化。基于此背景,在对员工培训文献综述、相关理论深入学习的基础上,本文首先对RBAS公司业务发展现状以及营销所面临的困难和严峻的挑战进行分析。其次,根据RBAS公司的营销人员培训体系现状,通过问卷调查的方式分析和总结RBAS公司营销人员培训体系的问题,如:公司学习氛围不浓厚、没有做好培训效果评估和培训无法满足营销人员的需求等。并对存在问题的原因进行了深入分析。最后,结合公司实际,提出公司营销人员培训体系的优化方案,即:树立良好培训理念,搭建学习型组织、开展好培训需求分析、确保培训计划的制定与公司战略发展相匹配、丰富培训内容和选择合适的培训方法、强化内部培训讲师队伍建设和有效开展培训效果评估工作。
[Abstract]:With the reform of our financial market and the accelerated pace of economic globalization, the financial and insurance industry has developed rapidly, and foreign insurance companies have seen the huge development potential of China's insurance market. One after another, the competition in the insurance industry has stepped into the white-hot stage. The development of domestic insurance companies is facing enormous difficulties and severe challenges. Due to the change of the market environment, The competition in the financial and insurance industry has gradually turned into a competition for talents. The marketers are the grassroots front-line personnel of insurance companies who participate in market competition. Its professional skills and comprehensive literacy are closely related to the company's business development and operating efficiency. If you want to have the competitive advantage that cannot be easily replicated in the same industry in the fierce competition, training is undoubtedly to improve the marketing personnel's professional skills, comprehensive literacy, To tap its inherent potential, to promote the increase of human capital and the improvement of sales ability. The object of this paper is RBAS, a joint-stock property insurance company. In recent years, the business of RBAS has been growing and growing. At the time of the rapid development of business and the transformation of the company, the lower threshold has brought in a large number of uneven quality and low production capacity. The current characteristics of the marketing team not only determine that their sales ability and service level are not high, but also easily lead the company into problems such as misleading sales and complaints and disputes. Causes the company to appear the customer to complain the rate to rise, the reinsurance and the renewal rate to decline and so on the question, thus to the company good brand image and the many management indexes has produced many negative effects, in order to enhance the company to sell the ability, the service level and the core competition ability, It is necessary to optimize the training system of RBAS Company in order to promote the effectiveness of training and transform the limited training investment into the company's operating efficiency. Based on this background, this paper summarizes the literature on employee training. On the basis of in-depth study of relevant theories, this paper first analyzes the current business development situation of RBAS Company and the difficulties and severe challenges faced by marketing. Secondly, according to the current situation of marketing personnel training system of RBAS Company, This paper analyzes and summarizes the problems of marketing personnel training system in RBAS Company by means of questionnaire survey, such as the lack of strong learning atmosphere in the company, The training effect evaluation and training can not meet the needs of marketers, etc. The reasons for the problems are analyzed deeply. Finally, combined with the actual situation of the company, the optimization scheme of the marketing personnel training system is put forward. That is, to establish a good training concept, build a learning organization, carry out a good training needs analysis, ensure that the formulation of training plans and the company's strategic development match, enrich the training content and choose the appropriate training methods, Strengthen internal training instructor team building and effectively carry out training effectiveness evaluation work.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92;F842.3

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