随着知识信息化和信息网络化时代的来临，信息和知识技术成为中国企业前 进和发展的重要推动力量，也愈发突显出人才作为企业核心竞争力的重要作用。 在新的时代和市场经济快速发展的大环境下，我国保险业也必然地迎来更多新的 发展机遇和创新挑战，越来越多的企业意识到，培养一支高素质的人才队伍是企 业在激烈的市场竞争中制胜的关键，而培训则常常被认为是企业提供信息、知识 及相关专业技能的一种重要途径。 该文以 FD 人寿保险公司为研究对象，主要研究 FD 人寿保险公司对营销员 的培训工作中存在的一些问题。FD 人寿保险公司近年来业务规模不断扩张，虽 然公司已建立营销员培训工作流程，但培训效果并不尽如人意。因此，如何改进 营销员培训工作，是 FD 人寿保险公司在其持续经营与不断发展中亟需解决的问 题。首先，该文通过问卷、访谈等方式，了解 FD 人寿保险公司营销员培训的实 际状况，发现 FD 人寿保险公司营销员的培训工作存在着培训需求调查分析不够 充分、培训方式较单一、培训内容的实用性和针对性不强等突出问题。而这些问 题的产生是由于领导对培训的重视及投入力度不够、培训课程设计缺乏系统性等 原因造成的。其次，针对公司营销员培训现有问题，根据公司实际情况，从培训 需求分析、培训方式、培训内容、讲师的考核管理及培训效果的反馈这五个方面 提出了相应的改进建议。最后，为了确保培训成果的有效转化，制定了保障措施。 该文有助于 FD 人寿保险公司营销员培训工作的进一步完善，从而培养一支高素 质营销队伍，同时对其他保险公司也具有一定的借鉴意义。 关键词：FD 人寿保险公司；营销员；员工培训河南财经政法大学硕士学位论文 II Abstract With the advent of the era of knowledge informatization and information networking, information and knowledge technology have become an important driving force for the advancement and development of Chinese enterprises, and they have increasingly highlighted the important role of talents as the core competitiveness of enterprises. In the new market economic environment, China's insurance industry also ushers in more new opportunities and challenges. More and more companies realize that cultivating a high-quality talent team is the key for enterprises to win in the fierce market competition. And training is often considered an important way for companies to provide information, knowledge, and related expertise. This article takes FD Life Insurance Company as the research object, and mainly studies some problems in the company's training work for marketers. FD Life Insurance Company continues to expand its business scale. Although the company has established a marketing staff training workflow, how to improve the effectiveness of marketing staff training is an issue that FD Life Insurance Company needs to solve in its continuous operation and continuous development. First of all, this article uses questionnaires, interviews, and other methods to understand the actual situation of FD life insurance company marketer training. It is found that the training of the company marketer has insufficient training needs investigation and analysis, and the training method is relatively single and other prominent problems. Secondly, according to the actual situation of the company, from the analysis of training needs, training methods, training content, lecturer's assessment management, and training effect training feedback, five suggestions are made for improvement. Finally, in order to ensure the effective transformation of training results, safeguard measures were formulated. This article helps FD Life Insurance Company cultivate a high-quality marketing team, and also has a certain reference significance for other insurance companies. Key words: FD Life Insurance Company; Marketing staff; employee training河南财经政法大学硕士学位论文 III 目录 摘要.............................................................................................................................I ABSTRACT.................................................................................................................. II 1 引 言........................................................................................................................6 1.1 研究背景和意义 ...............................................6 1.1.1 研究背景.................................................6 1.1.2 研究意义.................................................7 1.2 国内外研究现状 ...............................................8 1.2.1 国外研究现状.............................................8 1.2.2 国内研究现状.............................................9 1.3 研究内容 ....................................................10 1.4 研究思路和方法 ..............................................11 1.4.1 研究思路................................................11 1.4.2 研究方法................................................11 2 相关概念界定与理论基础....................................................................................13 2.1 相关概念界定 ................................................13 2.1.1 保险营销员..............................................13 2.1.2 员工培训................................................13 2.1.3 员工培训的主要分类与方式................................14 2.2 员工培训的相关理论 ..........................................15 2.2.1 学习型组织理论..........................................15 2.2.2 系统培训理论及模型......................................15 3 FD 人寿保险公司营销员培训现状 .....................................................................18 3.1 FD 人寿保险公司基本情况.....................................18 3.1.1 FD 人寿保险公司简介 .....................................18 3.1.2 FD 人寿保险公司组织架构 .................................19 3.2 FD 人寿保险公司营销员培训现状...............................19 3.2.1 FD 人寿保险公司营销员培训工作现状分析 ...................19河南财经政法大学硕士学位论文 IV 3.2.2 调查问卷的设计与发放....................................21 3.2.3 调查结果统计分析........................................22 4 FD 人寿保险公司营销员培训存在的问题及成因 .............................................33 4.1 FD 人寿保险公司营销员培训存在的问题.........................33 4.1.1 缺乏有效的培训需求调查分析 ..............................33 4.1.2 培训方式较单一 ..........................................34 4.1.3 培训内容的实用性和针对性不强 ............................34 4.1.4 培训讲师的选拔和管理不规范 ..............................35 4.1.5 缺乏有效的培训评估反馈机制 ..............................35 4.2 FD 人寿保险公司营销员培训工作存在问题的成因.................35 4.2.1 公司领导对培训工作的重视度不够 ..........................35 4.2.2 内部讲师的专业化程度较低 ................................36 4.2.3 培训转化机制不健全 ......................................37 5 FD 人寿保险公司营销员培训问题的改进建议 .................................................38 5.1 指导思想和原则 ..............................................38 5.2 改进目的 ....................................................39 5.3 优化框架 ....................................................39 5.4 改进建议 ....................................................40 5.4.1 重视培训需求调查分析 ...................................40 5.4.2 建立线上与线下相结合的培训方式 ..........................44 5.4.3 丰富完善培训内容 ........................................46 5.4.4 完善讲师的聘任考核与奖惩机制 ............................48 5.4.5 重视对培训效果评估与反馈的追踪工作 ......................50 6 FD 人寿保险公司营销员培训工作的实施保障 .................................................53 6.1 制度保障 ....................................................53 6.1.1 搭建绩效考核与培训互动机制 ..............................53 6.1.2 重视营销员培训档案管理工作 ..............................54 6.2 人员保障 ....................................................54 6.2.1 重视内部讲师队伍的建设 ..................................54河南财经政法大学硕士学位论文 V 6.2.2 重视发挥外部师资的作用 ..................................55 6.3 资金保障 ....................................................55 6.3.1 加大对培训教育经费的投入 ................................55 6.3.2 加大对培训系统的开发投入 ................................56 7 研究结论与局限....................................................................................................57 7.1 研究结论 ....................................................57 7.2 研究局限 ....................................................57。。。。。。以下内容略