Category Number： Level of Secrecy：
Serial Number ： Student Number：52152346133
Master's Dissertation of Chongqing University of Technology
Studies on Sales Staff Training Model in YG
Life Insurance Company
Postgraduate: Yang Yun Jia
Supervisor： Prof. Zhu Huo Di
Specialty: Master of Business Administration
Research Direction: Human resource management
Training Unit: MBA Education Center
Thesis Deadline: Mac. 10,2018
Oral Defense Date: May26,2018
I
摘要
自1980年我国恢复国内保险业务后，我国保险业得到高速发展，截止到2016年，
全国实现原保险保费3.10万亿元，同比增长27.5%，保险业总资产达到15.12万亿元，
同比增长22.31%，从而超越日本成为世界第二大保险市场。随着我国保险业的迅猛发
展，国外保险企业也纷纷在中国成立公司，加入到我国保险市场激烈的竞争中，与此同
时，过去30年野蛮拓荒式发展留下的后遗症也在逐步凸显。时至今日，保险业的竞争
就是人才的竞争已成为不争的事实
保险营销人员是寿险公司稳定发展的基石，如何通过培训提升其展业能力，将素质
参差不齐的营销人员打造成为既能创造保费，又符合公司战略发展需要的人员，是每一
家寿险公司都必须面对且高度关注的问题。在过去二十多年的保险营销发展历程中，各
家保险公司都逐步形成了一套针对营销人员的培训方法，对提升营销人员的保险知识、
工作技能、工作态度以及自我定位，促进保险公司的发展都起到了推波助澜的作用。然
而，随着社会的进步以及从业人员年龄、学历、见识等方面的改变，原有的培训方式正
在暴露出越来越多的不足，且越来越不适应新时代保险业营销人员的需求，特别是在培
训需求及培训体系建设方面，与国外的优秀保险企业更是存在巨大差距
本文通过文献分析法、问卷调查法及案例分析法，不但清晰的了解到目前企业员工
培训的研究现状，为本文提供了可靠的理论依据，而且从多方面分析出现有保险公司营
销员培训方面存在的不足。通过对员工培训管理理论及培训体系模型的研究，并且重点
运用了基于胜任力提升视角的企业员工战略培训理论及模型作为本文的重要理论支撑，
提出了基于胜任力提升视角的YG员工培训体系建设研究，以解决目前公司营销员培训
方面存在的问题，其内容包括：1、企业发展战略与个人职业规划需要是构建营销员培
训体系的基础；2、从培训需求预测、培训计划和课程制定、培训计划实施及培训效果
评估四个方面建立的培训流程，这是培训体系建设的核心。3、对基于胜任力提升视角
构建的营销员培训体系提出的对策建议
关键词：人寿保险公司，营销员，培训体系，对策建议
III
Abstract
The insurance industry in China has mushroomed since its return in 1980. By 2016,
insurance premiums have reached 3.1 trillion RMB, with an increase of 27.5%, and the total
assets have reached 15.12 trillion RMB, with an increase of 22.31%. China has overtaken
Japan to become the second largest insurance market in the world. With the fast growth of the
insurance industry, foreign insurance companies have started establishing their business in
China and joined the highly competitive insurance market. Meanwhile, the massive leap
forward in the industry over the last 30 years is gradually showing its consequences. It has
become a reality that the competition in the insurance industry is the competition of company
personnel.
Sales staff are the cornerstone of an insurance company whose primary concern is to train
its salespeople to improve their professional competence in order to increase insurance
premiums and meet the company’s developmental needs. Insurance companies have formed
their own sales training methods over the last 20 years. They not only have helped develop
professional knowledge, skills, attitude and self-evaluation, but also have contributed towards
the growth of insurance companies. However, as a result of the societal development and
change of working age, education, experience etc., those training methods are showing their
disadvantages and are not meeting the needs of salespeople in the current insurance industry,
especially in the areas of training needs and model building which are considerably lagging
behind those in foreign insurance companies.
This dissertation uses literature review, questionnaires and case studies to shed light on
current staff training studies that provide a reliable theoretical framework and to analyse from
different angles the disadvantages of current sales staff training in insurance companies.
Through studies on staff training theories and models and building on competence-based staff
training strategies, this dissertation proposes that competence-based YG staff training model is
an answer to the problems existing in the current sales staff training. It suggests that company
development strategy and personal career planning are the foundations of a sales staff training
model; the four steps of predicting training needs, planning and formulating, implementing
and evaluating are at the core of building a successful training model. It also proposes the
competence-based staff training strategies.。。。。。。