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

关键词：保险，营销，培训，培训体系II
ABSTRACT
With China’s financial market reform and the globalization,financial
insurance industry has developed rapidly.Foreign insurance companies have
come to China and shared the market with domestic insurance companies.The
competition between the insurance companies have become more and more
fierce.The domestic insurance companies are facing more difficulties and serious
challenges.Because of the changed market environment，the competition of the
financial insurance industry is the human resources.The marketing staff in the
insurance companies are all the front-line staffs.Their competitions,
comprehensive qualities and professional skills are directly influence the
companies’ market share and the result of the operation.If companies want to
keep the competitive edge which can not be used or copied by other companies
from other competitors in the fierce market. The training for the marketing staff
is an important way to improve their competition,comprehensive qualities,
professional skills and improve the ability to sell. The object–RBAS company,this
researches on is one of the shareholding property insurance company.In recent
years,RBAS company has been developing in a high speed,at the time as
high-speed developing and the transition to customers,there are lots of marketing
staffs who have low quality and capacity and different majors joined in.Also,they
are diffluent.Their present features have decided that their ability to sell and
serviceability are low.At the same time,it’s easy to make troubles for the
company,such as misleading sales and dispute of complaint.It have caused bad
influence on good brand image of the company. In order to improve the ability
to sell,profitability and core-competitiveness of company,help to make training
work and put more money into train and improve the company’s economic
benefits. It’s imminent to optimize the marketing staff training system.
Bases on this background,on the basis of reviewing the literature about the
marketing staffs’ training and the further study of the related theories,First，I
analysis the statues of development and the difficulties and hard challenges of
RBAS company.Second，according to the status of marketing staffs training，I do
a research on the training system of marketing staffs and get the questionnaires
back.Then I analysis the result which is about the human resources of marketing
staffs in RBAS company.I know that we have some problems on the marketing
staffs training system,such as the desire of learning is not strong,do not analysisIII
or know the training needs of marketing staffs and the marketing staffs are not
satisfied with the training designed for them and so on.Third，I analysis what
have caused these problem.At last,combined with the company&39;s actual,here
comes a optimal scheme for marketing staffs training system. For example,set
up good training idea , build up a learning organization,analysis and know the
marketing staffs training needs,make sure that the training plan is suitble for
RBAS company,colorful the content of training,choose a better way to
train,build up a professional inner team of marketing staffs training and
evaluate the training effectiveness.
Key words ：Insurance;Marketing;Training;TrainingsystemIV
目 录
摘要......... I
ABSTRACT... II
目 录.......IV
1 引言.........1
1.1 选题背景及研究意义 1
1.1.1 选题背景 .........1
1.1.2 研究意义 .........1
1.2 研究综述 ........2
1.2.1 国外研究综述 .2
1.2.2 国内研究综述 .4
1.3 研究内容、研究方法和基本思路 ....5
1.3.1 研究内容 .........5
1.3.2 研究方法 .........6
1.3.3 基本思路 .........7
2 概念界定及理论基础 ......8
2.1 概念界定 ........8
2.1.1 培训的概念 .....8
2.1.2 培训体系 .........8
2.1.3 国有保险公司 .8
2.1.4 营销人员 .........9
2.2 理论基础 ........9
2.2.1 培训管理理论 .
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