中邮储安康分行保险业务营销人员培训体系研究

发布时间：2018-05-02 13:21

本文选题：银行保险 + 人员培训　；参考：《西北大学》2016年硕士论文

【摘要】：企业的竞争有赖于人才的竞争,每个销售行业一线员工的自我管理能力以及知识结构的提升都会直接影响到企业的绩效。但是我国现阶段在销售类人才培训领域还远远不能满足市场上激烈的竞争环境。因此,研究销售培训具有非常重要的理论意义。本研究采用文献调查、问卷调查和访谈调查的方法对安康市分行银保业务营销员的培训现状及其存在的问题进行了调查,并对存在问题的原因进行了分析,在此基础上提出了优化措施。本研究得出的结论有以下几个：(1)中邮储银行对于银行保险业务营销培训课程存在重复性、课程级别过多、讲师培养和督导培训没有严格的界限等问题；培训计划不够详细,操作性不强且执行不到位；培训的评估执行不及时无反馈机制；缺少流程管理。问题出现的原因是招聘标准不够严格、管理人员及营销人员不重视培训、训缺乏管理、培训讲师技术及能力不足。(2)从安康分行要从分行的发展目标、岗位职责和营销人员个人的发展和成长两个方面来分析了培训需求。前者要求银保营销人员要有较为完善的金融知识、与该地客户沟通的能力、提高优质服务的能力以及较好的职业素养；由于营销人员工作年限的不同对培训需求不同,在制定培训计划于内容时将两者均考虑在内。(3)提出了安康市分行银保营销人员培训体系的优化目标,为了本行储蓄人才,以便不断扩大服务所覆盖的范围和业务种类,以使本行能够可持续发展；短期目标则是通过培训让营销人员能够胜任自己的岗位并完成自己的工作目标。(4)设计了安康市分行银保营销人员培训体系,要从培训管理团队、培训流程、培训内容和培训形式和培训讲师队伍四个方面来优化。其评估机制从三个立即评估、短期效果评估、长期效果评估三个时间段和反应层面、学习层面、行为层面、结果层面四个层面全面评估。其反馈机制通过对于培训的相关信息的收集、分析和反馈,提出培训的修改意见、修改及实施新的计划,促使培训体系进一步优化。(5)本研究通过设置等级考核和多元化激励方式完善激励机制,促使企业重视学习型文化的建设,有助于公司管理层以及营销人员良好技能和心态的培养,进而能够使整个团队质量得到提升,帮助保险业务稳定的发展。
[Abstract]:The competition of enterprises depends on the competition of talents. The self-management ability and the promotion of knowledge structure of the first-line employees in each sales industry will directly affect the performance of the enterprise. However, at present, our country can not satisfy the fierce competition environment in the field of sales talent training. Therefore, the study of sales training has a very important theoretical significance. This research adopts the methods of literature investigation, questionnaire investigation and interview investigation to investigate the current training situation and existing problems of bank insurance business marketers in Ankang Branch, and analyze the causes of the problems. On this basis, the optimization measures are put forward. The conclusions of this study are as follows: (1) the Postal savings Bank has some problems, such as repeatability, excessive level of courses, no strict boundary between instructor training and supervisory training, insufficient detailed training plan, etc. The operation is not strong and the execution is not in place; the evaluation of the training is not carried out in time and the feedback mechanism is not in time; and the process management is lacking. The reason for the problem is that the recruitment standards are not strict enough, the managers and marketers do not attach importance to training, the training lacks management, the training lecturers are not skilled and capable. Job responsibility and personal development and growth of marketing personnel to analyze the training needs. The former requires the bancassurance marketing staff to have a relatively complete financial knowledge, the ability to communicate with the local customers, the ability to improve the quality of service and the better professional accomplishment; due to the different years of service of the marketers, the training needs are different. In formulating the training plan, both of them are taken into account.) the optimization goal of the training system for bank and insurance marketing personnel in Ankang City Branch is put forward. In order to save talents for the bank, the scope of service and the type of business will be continuously expanded. In order to enable the bank to develop sustainably; in the short term, the goal is to enable marketers to be able to do their job and to complete their own job objectives. (4) A training system for bank insurance marketers in Ankang City Branch has been designed, starting with the training of the management team. Training process, training content and training form and training team to optimize four aspects. Its evaluation mechanism includes three immediate assessment, short-term effect evaluation, long-term effect evaluation, three time periods and response level, learning level, behavior level and result level. Its feedback mechanism through the collection, analysis and feedback of relevant information on training, propose the training modification, modify and implement the new plan, This research through setting up the grade examination and the multiplex incentive way consummates the incentive mechanism, urges the enterprise to attach importance to the construction of the learning culture, It can help the management and marketing personnel to develop good skills and mentality, and then improve the quality of the whole team, and help the steady development of insurance business.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F272.92;F618.3;F832.33

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