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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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