进入新时代以来，特别是党的十八大以来，保险业的发展水平持续增长， 各保险机构之间的竞争持续不断。保险行业的发展主要依据保费收入的增长， 而保费的增长离不开营销人员的营销，进而各保险机构的竞争主要就是人才的 竞争。绩效考核是人力资源管理中非常关键且重要的一环，对企业的未来发展 起着至关重要的作用。对保险机构来说，在公司内部创建一个有效、科学、合 理的绩效考核方案，从而激发员工潜能，调动员工积极性，使企业战略目标得 以快速实现，成为非常重要的一项工作。 本文主要研究H寿险公司银保营销人员的绩效考核方案，通过绩效考核相 关理论的学习，运用实证研究法、文献研究法、统计分析法等多种研究方法， 对H寿险公司银保营销人员的绩效考核方案作出分析，研讨了H寿险公司银保 营销人员的绩效考核方案存在的问题和不足。经过分析得出H寿险公司银保营 销人员的绩效考核方案存在的问题主要包括绩效考核过于注重定量指标考核而 忽略定性指标考核；对绩效考核的作用认识不够全面；绩效考核方案的设计缺 乏营销人员的共同参与；领导不重视绩效考核的过程，流于考核表面，缺乏反 馈机制；不能公正、客观地评价员工的日常表现等几个方面，并对存在这些问 题的原因做了剖析。针对这些问题，本文结合绩效考核相关理论对H寿险公司 银保营销人员绩效考核方案进行了优化。 本文针对H寿险公司银保营销人员绩效考核方案的优化，主要结合平衡计 分卡法和关键绩效指标法，充分考虑银保营销人员的特性及全方位的考核角度， 设定相应的绩效考核指标，并且将定量指标和定性指标相结合，实现各因素的 平衡；同时，在建立绩效考核模型的过程中，利用功效系数法和模糊综合评价 法，将定性指标的分析和定量指标的计算有机结合，将原方案优化为一个科学、 全面的绩效考核方案。 关键词：绩效考核；营销人员；平衡计分卡；关键绩效指标法 II Abstract Sinceenteringthenewera,especiallysincethe18thNationalPartyCongress, thelevelofdevelopmentoftheinsuranceindustryhascontinuedtogrow,and competitionamonginsuranceagencieshascontinued.Thedevelopmentofthe insuranceindustryismainlybasedonthegrowthofpremiumincome,andthegrowth ofpremiumscannotbeseparatedfromthemarketingofmarketingpersonnel,andthe competitionofvariousinsuranceinstitutionsismainlythecompetitionoftalents. Performanceevaluationisaverycriticalandimportantpartofhumanresource management,andplaysavitalroleinthefuturedevelopmentofenterprises.For insuranceinstitutions,itisveryimportanttocreateaneffective,scientific,and reasonableperformanceevaluationplanwithinthecompanytostimulateemployees 'potential,mobilizeemployees'enthusiasm,andenabletherapidrealizationof corporatestrategicgoals. Thisarticlemainlystudiestheperformanceappraisalplanofbancassurance marketingpersonnelofHlifeinsurancecompany.Throughthestudyofperformance appraisalrelatedtheory,itusesempiricalresearchmethod,literatureresearchmethod, statisticalanalysismethodandotherresearchmethodstoevaluateTheperformance appraisalplananalyzesanddiscussestheproblemsanddeficienciesinthe performanceappraisalplanofthebancassurancemarketingpersonnelofHLife InsuranceCompany.Afteranalysis,itisfoundthattheproblemsintheperformance evaluationplanofbancassurancemarketingpersonnelofHLifeInsuranceCompany mainlyincludethatperformanceevaluationpaystoomuchattentiontoquantitative indexevaluationandignoresqualitativeindexevaluation;theroleofperformance evaluationisnotfullyunderstood;thedesignofperformanceevaluationprogram lacksmarketingpersonnelThejointparticipationofleaders;leadersdonotattach importancetotheprocessofperformanceevaluation,flowonthesurfaceof evaluation,lackoffeedbackmechanism;unabletofairlyandobjectivelyevaluate employees'dailyperformanceandotheraspects,andanalyzethereasonsforthese III problems.Inresponsetotheseproblems,thisarticleoptimizestheperformance evaluationplanofbancassurancemarketingpersonnelofHlifeinsurancecompanyin combinationwiththerelevanttheoryofperformanceevaluation. Thisarticleaimsatoptimizingtheperformanceevaluationplanofbancassurance marketingpersonnelofHLifeInsuranceCompany,mainlycombiningthebalanced scorecardmethodandthekeyperformanceindexmethod,fullyconsideringthe characteristicsofbancassurancemarketingpersonnelandacomprehensiveevaluation perspective,andsettingthecorrespondingperformanceevaluationindex,And combinequantitativeandqualitativeindicatorstoachieveabalanceofvariousfactors; atthesametime,intheprocessofestablishingaperformanceevaluationmodel,using theefficacycoefficientmethodandfuzzycomprehensiveevaluationmethod, organicallycombinetheanalysisofqualitativeindicatorsandthecalculationof quantitativeindicatorsTooptimizetheoriginalplanintoascientificand comprehensiveperformanceevaluationplan. Keywords:performanceappraisal;marketers;balancedscorecard;key performanceindexmethod IV 目录 摘要.............................................................................................................I Abstract...................................................................................................II 目录...........................................................................................................IV 第一章绪论...............................................................................................1 第一节研究背景..................................................................................................1 第二节研究目的和研究意义..............................................................................2 一研究目的......................................................................................................................2 二研究意义......................................................................................................................3 第三节相关理论和方法......................................................................................4 一绩效考核的定义..........................................................................................................4 二绩效考核的特点..........................................................................................................5 三绩效考核方法..............................................................................................................6 第四节国内外绩效考核研究评述....................................................................12 第五节研究方法和研究思路............................................................................13 一研究方法....................................................................................................................14 二研究思路....................................................................................................................14 第二章H寿险公司银保营销人员绩效考核方案的现状与问题.........15 第一节H寿险公司银保营销人员概况.............................................................15 一H寿险公司简介.........................................................................................................15 二银行保险业务简介....................................................................................................15 三营销人员的特征分析................................................................................................16 四H寿险公司银保营销人员现状.................................................................................17 V 五H寿险公司银保营销人员职业发展道路.................................................................20 第二节H寿险公司银保营销人员绩效考核方案分析.....................................20 第三节H寿险公司银保营销人员绩效考核问题分析.....................................23 一过于注重定量指标考核而忽略定性指标考核........................................................23 二对绩效考核的作用认识不够全面............................................................................23 三绩效考核方案的设计缺乏营销人员的共同参与....................................................24 四领导不重视绩效考核过程，流于考核表面，缺乏反馈机制...............................24 五不能公正、客观地评价员工的日常表现................................................................24 六薪资水平不稳定，波动较大，离职率高................................................................25 第四节优化H寿险公司银保营销人员绩效考核方案的必要性....................25 第三章H寿险公司银保营销人员绩效考核方案的优化.....................27 第一节绩效考核方案优化的目的和原则............