20 世纪 90 年代我国寿险市场逐步放开，寿险业务一直保持着较快的发展速度，与 此相应中国保险代理人队伍也步入了倍增发展时期。然而，寿险公司销售从业人员（即 保险代理人，下文同）队伍的发展并非一帆风顺。有关数据显示，虽然我国保险销售从 业人员数量大量扩张，但是也伴随着从业人员流失率高、留存率低、专业素质不高等现 象。寿险代理人有着与其他行业想象不到的流动性，增加了保险公司的运营成本，严重 地制约着寿险业的健康发展。在 21 世纪里，企业竞争的关键就是优秀团队的竞争，团 队管理能力的高低是企业能够蓬勃发展的重要因素，在保险行业亦是如此。最大化发挥 营销团队的能力和效率是保险公司赢得市场竞争的必要条件。 本论文是一份案例研究，以 P 寿险公司东莞支公司代理人团队建设为研究对象。第 一章阐述了本文的研究背景、研究的目的与意义、文献综述，研究内容与方法。在第二 章，主要介绍了人寿保险及其代理人营销模式在中国的发展，并提及国际寿险公司代理 人制度的发展经验。还简单介绍了 P 集团、P 寿险公司，及 P 寿险公司东莞支公司代理 人团队发展现状。本章以 P 寿险公司东莞支公司 CF 区代理人营销团队建设作为调查样 本，通过实地调研的形式，获取得了真实数据。在第三章介绍了目前寿险公司代理人团 队建设的三种主要运营模式后，提出了保险代理人卓越团队运营模式的理论与模型，在 这个理论与模型的基础上，再结合第二章所调查分析的数据，对 P 寿险公司东莞支公司 代理人营销团队建设存在问题进行了诊断分析。在第四章，重点介绍了 BOSS 计划及针 对 BOSS 计划设计问卷调查，以反馈 BOSS 计划推动团队发展的效果，并根据调查所得到 的数据进行分析归纳。第五章，以上述的调查研究和诊断为基础，根据保险代理人卓越 团队运营模式的理论，对 P 寿险公司东莞支公司营销团队建设提出了几点解决对策。希 望本论文的研究对我国保险代理人的团队建设的理论探索和业务实践有一定的参考价 值。 关键词，寿险；保险代理人；卓越团队建设；BOSS 计划II Abstract In the 1990s, life insurance market was gradually unloosening in China, and the life insurance business on a rapid development rate way. Meanwhile, the insurance agent team has also entered a period of multiplier development. However, the team development of marketing sale (it means individual insurance agent, the same below) of life insurance company has not without difficulties. The relevant data shows that although the number of Individual insurance agent has greatly expanded in China, but it is also accompanied by the phenomenon of high turnover rate, low retention rate, and low professional quality. Individual insurance agent have more liquidity than other industry, which increases the operating costs of insurance companies and seriously restricts the healthy development of the life insurance industry. In the 21st century, the key to enterprise competition is the competition of excellent teams. The level of team management ability is an important factor for enterprises to flourish, which is also true in the insurance industry. If insurance company want to win in the market competition, maximizing the ability and efficiency of the marketing team is necessary. This paper is a case study, the team construction from Dongguan branch of P life insurance company, as the object of study. The first chapter describes the research background, purpose and significance, literature review, research content and methods. In the second chapter, it mainly introduces the development of life insurance and its agent marketing model in China, and mentions the development experience of the agent system of international life insurance companies. It also briefly introduces the development status of agent team of P Group, P Life Insurance Company and P Life Insurance Company Dongguan Branch. This chapter takes the CF area agent marketing team construction of P Life Insurance Company Dongguan Branch Company as the sample of investigation, and obtains the real data through the form of on-the-spot investigation. In the third chapter, after introducing the three main operation modes of agent team building in life insurance company, this paper puts forward the theory and model of the excellent team operation mode of insurance agent. On the basis of this theory and model, combined with the data of the investigation and analysis in the second chapter, it diagnoses and analyses the problems existing in the agent marketing team building of Dongguan Branch of P life insurance company. In the fourth chapter, the BOSS plan and the questionnaire for BOSS plan are introduced in order to feedback the effect of BOSS plan on team development, and the data obtained from the survey are analyzed and summarized. Chapter 5, based on the above investigation and diagnosis, according to the theory ofIII excellent team operation mode of insurance agents, puts forward some countermeasures for the marketing team construction of Dongguan Branch of P Life Insurance Company. It is hoped that the research in this paper will be of some reference value to the theoretical exploration and business practice of the team building of insurance agents in China. Key words: life insurance; individual insurance agent; excellent team building; boss planIV 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 目 录........................................................................................................................................IV 第一章 绪论..............................................................................................................................1 1.1 研究的背景 ...................................................................................................................... 1 1.2 研究目的与意义 ............................................................................................................. 1 1.2.1 研究的目的............................................................................................................... 1 1.2.2 研究的意义............................................................................................................... 2 1.3 文献综述 ......................................................................................................................... 2 1.3.1 寿险营销模式........................................................................................................... 2 1.3.2 寿险代理人............................................................................................................... 3 1.3.3 组织行为学中的团队激励理论............................................................................... 4 1.3.4 团队建设理论........................................................................................................... 5 1.4 研究的内容与方法 ......................................................................................................... 6 1.4.1 研究的内容............................................................................................................... 6 1.4.2 研究的方法............................................................................................................... 7 第二章 P 寿险公司代理人团队建设的现状...........................................................................8 2.1 人寿保险及其代理人营销模式在中国的发展 ............................................................. 8 2.1.1 人寿保险在中国的发展........................................................................................... 8 2.1.2 借鉴国际寿险公司代理人制度的经验................................................................... 9 2.1.3 国内寿险公司代理人团队发展历史和现状......................................................... 10 2.2 P 寿险公司东莞支公司及其代理人团队发展现状 ..................................................... 12 2.2.1 P 集团与 P 寿险公司的介绍 .................................................................................. 12 2.2.2 P 寿险公司东莞支公司 CF 区的简单介绍 ........................................................... 13V 2.2.3 P 寿险公司东莞支公司代理人团队组织架构 ..............................