摘 要
对于寿险，人才是重要的资源。用寿险人的话说，队伍是生存的基石。寿险经营命脉的“命”
即为组织，增员是寿险组织活着的凭证，只有有效充分的增员组织才能有活力。然而很多
寿险公司每年投入到增员方面的费用很多，耗费的精力也是非常大，但是收到的成效确是
非常小，甚至会出现“资不抵债”情况，全年新增人力小于全年流失的人力。增员是寿险
业的命脉。从寿险经营经验分析，假设某个营业部在展望未来时充满了必胜的信心和决心，
那么这个营业部在过去的经营中，其增员能力和方法肯定是成功的。一个营业部需要具备
人力多、素质高等条件才能直接带动公司的人均保费、业绩、活动率、士气以及续保率等
决定因素。所以人力资源是寿险事业的核心。然而寿险营销人员在不断增加的同时流失率
居高不下，营销人员流动越来越频繁成为制约我国寿险业持续健康发展的一个巨大瓶颈。

保险在我国处于发展的初级阶段，一直以来被内外人士称为朝阳行业，但是增员难确是阻
碍行业发展的最主要瓶颈。原因主要有以下几点：营销人员增员失败信心受挫不再增员；
业绩高手认为增员会增加自己负担拒绝增员；公司为竞争实施“人海战术”降低增员门
槛，逢人就增导致流失率增高；公司没有形成良好的增员氛围，导致营销人员增员意愿不
强；营销人员增员技能训练不够，导致增员方法技巧不足；盲目许愿导致新人心理落差太
大，流失后造成市场负面影响等等。

在国际国内经济形势不太乐观的情况下，营销人员队伍过快增长，可能加剧或暴露保
险营销机制尚未完全理顺带来的问题。寿险营销人员高流失对保险公司乃至整个行业有极
大负面影响，但由于个人营销业务渠道的经营模式更为稳健，被各寿险公司普遍认为更具
增长价值，该渠道业务期交占比较高，稳定的续期保费收入保证了渠道保费收入的平稳增
长。专业代理、保险经纪等渠道，由于尚未形成核心竞争力，与保险公司个人代理渠道相
比较，不具备明显竞争优势，在业务规模上始终处于较为低落的态势。所以在未来一段时
间内，个人代理人仍然是我国寿险业发展的主力军。虽然寿险营销人员规模持续扩大，但
是寿险营销人员的流失率也居高不下，从目前中国市场上来看，保险代理人的一年留存率
平均水平大概在 30%左右。

目前寿险营销员数量逐年增长，个人营销渠道仍然是寿险保费收入的重要销售模式。

但是寿险营销员离职率居高不下，增员留不住、增员困难是目前困扰寿险公司的巨大难题。

本文从传统增员的作用和意义出发，通过分析目前营销员队伍的实际情况，剖析寿险市场
增员困难的主要原因。从中国寿险业传统增员方法入手，提出利用科技手段拓宽增员途径，
并结合寿险公司增员发展的实际案例，探寻突破增员瓶颈的方法。

关键词：寿险市场 增员困难 突破瓶颈 方法研究
Abstract
For life insurance, human are important resources. Life insurance people said, the team is
the cornerstone of survival. Lifeblood of the life insurance operations of fate is the
Organization.growth is proof of life insurance organization alive, only effectively and fully to
dynamic growth organization. However many life insurance companies spend to increase costs a
lot, much of the effort is also very large, but received the effectiveness it is very small, there will
even be insolvent, all new human is less than the full year loss of manpower. Growth is vital to
the life insurance industry. Analysis of operating experience from life insurance, consider a sales
department in looking to the future with confidence and determination to win, then in the
management of the sales department in the past, its growth capacity and methods must be
successful. A sales department, human, high quality conditions are required to directly drive the
company's per-capita rate of premium, the performance, activities, determinants, such as morale
and renewal rates. Human resources are central to the life insurance business. However while
increasing life insurance marketing personnel in high loss rates, marketing mobility with
increasing frequency to be restricting the sustainable and healthy development of China's life
insurance industry a huge bottleneck. Insurance in China at an early stage of development, all
along was called the Sun by both inside and outside the industry, but growth is indeed the main
bottlenecks hindering the development of the industry. Causes main has following several points:
Marketing staff growth failure leading to increased confidence frustration is no longer;
performance master believes that increased growth will increased themselves burden refused to
。。。