保险代理人营销制度被引入国内之后，这一制度的普及带动了整个保险行业 的迅速发展。历经20多年的发展，截至2017年底，保险代理人数高达806.94万人， 个险渠道仍是各大保险公司保费收入的第一大渠道。“铁打的保险公司，流水的 营销员”却是目前保险业的现状，这一现状并不利于保险业进行可持续的稳定发 展。2014年8月13日，新“国十条”发布，国务院定下目标，到2020年，努力将 保险大国转变成为保险强国，这需要一支稳定的保险代理人队伍来实现。如何建 设一支稳定的保险代理人队伍成为了保险业共同关注的问题。 本论文主要以A寿险公司的保险代理人队伍作为研究对象，依据人力资源管 理的相关理论进行展开研究，对保险代理人队伍的现状、公司采取的措施进行分 析，结合问卷调查结果，归纳出造成代理人队伍不稳定的因素，证明公司人力资 源管理实施的“大规模招聘、大规模离职”模式不符合公司的发展战略，最终提 出稳定保险代理人队伍的有效策略，提升企业竞争力。 论文提出，从战略性人力资源管理理论支撑公司发展战略的角度出发，通过 调整人力资源战略、优化公司组织管理架构、强化增员管理模式、建设全方位的 培训体系、革新绩效管理体系和改善薪酬福利制度六个方面进行策略研究，最终 使 A 寿险公司实现拥有一支稳定的保险代理人队伍，从而提升企业的核心竞争 力。本文研究得出，对保险代理人队伍实施战略性人力资源管理，对稳定保险代 理人队伍具有一定的作用。 关 键 词，保险代理人，离职率，人力资源战略，发展战略 论文类型，应用/专题研究浙江工业大学硕士学位论文 A 寿险公司建设稳定的保险代理人队伍的策略研究 II STRATEGY OF CONSTRUCTING A STABLE INSURANCE AGENT TEAM IN A LIFE INSURANCE COMPANY ABSTRACT Since marketing system of insurance agent was brought into China, it had been used widely and had promoted the rapidly development of whole insurance industry. After more than 20 years of development, the population of insurance agents is reached to 8,069,400 and the individual channel is still the largest one on premium income in every insurance company until the end of 2017. The current situation of stationary insurance company, flowing salesman in insurance industry goes against insurance industry’s sustainable and stable development. On Aug. 13rd, 2014, a “New Country Ten” was issued and the State Council set an objective that China would become an insurance powerful nation instead of the big one until the year of 2020. Achieving this target is depended on possessing a stable insurance agent team. How to construct a stable insurance agent team becomes a common interesting question in insurance industry. This research paper takes the insurance agent team in A Life Insurance Company as the research object, launches research according to relevant theories of human resource management, analyzes the current situation of insurance agent team and company’s adopting measures, unifies the result of questionnaire survey, concludes factors of causing insurance agent team’s instability, proves that the pattern of large scale recruit and turnover, which is implement by company’s human resource management, is unmatched with development strategy. In the end, this paper presents that effective strategies could stabilize insurance agent team in order to improve enterprise competitiveness. In order to improve enterprise’s core competitiveness, this research paper浙江工业大学硕士学位论文 A 寿险公司建设稳定的保险代理人队伍的策略研究 III researches strategies of possessing a stable insurance agent team by A Life Insurance Company through adjusting human resource strategy, optimizing company organization and management framework, intensifying the pattern of recruitment management, constructing all-around train system, innovating performance management system and improving salary and welfare system from the standpoint of strategic human resource management theory supports company’s development strategy. This research paper draws a conclusion that carrying out strategic human resource management on insurance agent could make a certain effect on constructing a stable insurance agent team. KEYWORDS: Insurance Agent; Turnover Rate; Human Resource Strategy; Development Strategy TYPE OF THESIS: Application Research浙江工业大学硕士学位论文 A 寿险公司建设稳定的保险代理人队伍的策略研究 IV 目 录 1 绪论 ................................................... 1 1.1 研究背景 ....................................................1 1.2 研究意义 ....................................................2 1.3 研究内容和框架 ..............................................3 1.4 研究方法 ....................................................4 2 相关理论与文献综述 ..................................... 6 2.1 基本概念界定 ................................................6 2.1.1 保险代理人 ...............................................6 2.1.2 保险员工制 ...............................................6 2.1.3 相关指标界定 .............................................6 2.2 理论综述 ....................................................7 2.2.1 胜任力模型理论 ...........................................7 2.2.2 培训效果评估理论 .........................................8 2.2.3 绩效管理理论 .............................................9 2.3 国内外的营销制度研究 .......................................11 2.3.1 国外研究现状 ............................................11 2.3.2 国内研究现状 ............................................12 2.4 构建保险代理人队伍的实践综述 ...............................12 2.5 文献述评 ...................................................14 3 A 寿险公司保险代理人队伍发展分析....................... 16 3.1 A 寿险公司简介..............................................16 3.2 个险代理人队伍的发展历程 ...................................17 3.3 保险代理人队伍现状分析 .....................................18 3.3.1 性别分布 ................................................19 3.3.2 年龄结构 ................................................19 3.3.3 学历层次 ................................................20 3.3.4 在职时间 ................................................21 3.4 保险代理人队伍的不稳定 .....................................21 3.5 A 寿险公司已采取的措施及实施效果............................23 4 A 寿险公司保险代理人队伍不稳定的原因分析 ............... 25 4.1 对离职人群特征的详细分析 ...................................25浙江工业大学硕士学位论文 A 寿险公司建设稳定的保险代理人队伍的策略研究 V 4.1.1 基于年龄分布的分析 ......................................25 4.1.2 基于学历分布的分析 ......................................26 4.1.3 基于工作年限的分析 ......................................27 4.1.4 基于参会率的分析 ........................................27 4.1.5 基于代码脱落的分析 ......................................28 4.1.6 离职人员特征分析总结 ....................................28 4.2 现有制度不足的分析 .........................................30 4.2.1 问卷调查设计 ............................................30 4.2.2 问卷调查对象选取 ........................................30 4.2.3 问卷调查结果分析 ........................................30 4.3 原因总结和呈现 .............................................33 4.3.1 公司的人力资源战略存在偏误 ..............................33 4.3.2 公司的管理制度存在缺陷 ..................................34 4.3.3 保险代理人自身方面的因素 ................................38 5 A 寿险公司稳定保险代理人队伍的策略设计 ................. 40 5.1 调整公司人力资源战略 .......................................40 5.2 优化公司组织管理架构 .......................................41 5.2.1 职能部门结构优化 ........................................41 5.2.2 服务流程优化 ............................................42 5.3 强化增员管理模式 ...........................................43 5.3.1 规范增员对象要求 ........................................43 5.3.2 规范招聘过程 ............................................44 5.3.3 规范胜任力模型应用 ......................................45 5.3.4 搭建创新型的增员平台 ....................................46 5.4 建设全方位的培训体系 .......................................46 5.4.1 培训需求分析 ............................................47 5.4.2 培训设计 ................................................47 5.4.3 培训效果评估 ............................................50 5.4.4 职业生涯规划 ............................................51 5.5 革新绩效管理体系 ...........................................51 5.5.1 创新绩效管理系统 ........................................52 5.5.2 完善绩效考核体系 ........................................52 5.6 改善薪酬福利制度 ...........................................55 5.6.1 调整报酬结构 ............................................55 5.6.2 改变佣金发放制度 ........................................58浙江工业大学硕士学位论文 A 寿险公司建设稳定的保险代理人队伍的策略研究 VI 5.6.3 预期效果分析 ............................................58 结论.................................................... 59 6.1 主要结论 ...................................................59 6.2 研究展望 ...................................................60