近年来,保险行业获得了飞速发展的同时,竞争也越来越激烈。保险公司

的制胜关键是人,保险公司之间的竞争有赖于人才的竞争。营销员在保险公司

属于一线员工的范畴,他们的素质高低,他们的学习能力强弱,他们的自我管

理能力以及知识结构的提升都会直接影响到企业的业绩。因此,在知识经济的

背景下,如何使营销员培训更合理更科学对保险企业取得更好的经济发展具有

十分重要的意义,构建科学的培训体系,优化培训方案,促进企业的核心竞争

力构建将成为保险企业人力资源开发的一项重要内容。

本文首先通过资料收集法了解ZK保险支公司企业概况和营销员培训现状,

然后通过问卷调查法发现该公司在营销员培训工作中存在的问题,并对存在的

问题进行了深入访谈,分析问题存在的原因,最后基于员工培训体系的相关理

论及调查发现的实际问题与原因对ZK保险支公司的营销员培训体系进行优化

设计。

通过研究发现,ZK保险支公司虽然在人力资源开发方面做了颇多具有成效

的工作,但是在营销人员的培训方面,还存在员工培训需求未被满足;培训对

实际工作帮助不大;培训内容与支公司发展战略不匹配等问题,造成这些问题

的原因主要是培训组织机构人员过少、培训流程不完整、培训讲师技能不足、

培训形式单一、培训时间安排不合理、培训内容刻板、培训目标只关注短期效

益等。为了解决这些问题,本文从ZK支公司实际出发结合相关培训理论知识对

该公司营销员培训体系进行了优化设计,并提出了实施要则与保障措施,为ZK

保险支公司的营销员培训提供了有力的参考和借鉴。希望本文进行的实例分析,

可以帮助国内保险企业了解其基层营销员的培训现状,为其构建更为合理的营

销员培训体系提供参考,同时,也为地市级的保险支公司改进其员工培训工作

中存在的问题提供借鉴。

关键词:保险公司;营销人员;培训

Abstract

The insurance industry has obtained rapid development since joining the WTO.

At the same time,it is becoming more and more competitive. People are the key to

win in insurance companies. The competition among insurance companies also relies

on talented persons. Salesmen belong to the front-line employee. Their quality,

learning ability,self-management skills and knowledge structure will have direct

influence on the organizational performance. Therefore, how to train the salesmen

scientifically becomes really important for the development of the insurance industry

under the environment of knowledge economy. It will become the important content

of human resource development in insurance companies to establish a scientific

training system, optimize the training scheme and enhance the core competitiveness.

Firstly,this paper tries to understand the general situation of ZK subsidiary

insurance company and the training status of its salesmen through data gathering.

Then, the existing problems of staff training are found through questionnaire survey

and also the problems are interviewed. The causes of the problem are analyzed.

Finally, based on the related theories of staff training system and practical problems

and their reasons,the salesmen training system of ZK subsidiary insurance company

will be optimized.

According to the study, ZK subsidiary insurance company has done a lot of

effective work in human resource development. However, there still exist some

problems in the training of salesmen, such as, staff training needs are not met,the

training does little help to practical work,the training content doesn't match the

development strategy of the subsidiary company, and so on. Some reasons are found

as follows: the training staff are not sufficient, the training process is not complete,

the trainers are not skilled enough,the training form is monotonous, the arrangement

of the training time is not good,the training content is not inflexible, the training

goals only concern the short-term benefits. In order to solve these problems, this

thesis will propose an optimized design scheme of staff training for ZK subsidiary

insurance company from its actual situation and some related training theories. In

addition, it will put forward some supporting measures to implement the optimized

II

designing scheme,which provides salesmen of ZK subsidiary insurance company for

reference. It is hoped that it will be of great help for the insurance companies to know

the training status of their junior staff and provide them references to build a more

reasonable training system through the example analysis in the thesis. Moreover, it is

hoped that it will provide references for subsidiary insurance companies at a

prefecture level to solve their problems in staff training.

Key Words: Insurance Company Salesmen Training