积极的心理状态对寿险销售人员来说非常重要。随着寿险行业竞争日益激 烈，工作难度不断加大，从业者的压力感、焦虑感、倦怠感以及离职率不断上 升，严重影响了个体的身心健康与企业的长远发展。A公司是一家寿险公司， 其H营业区销售人员也面临同样问题，管理人员为此采取诸多措施但效果并不 明显。如何提升销售员的心理状态，从而创造更多经济效益，是H营业区重要 的人力资源管理问题。 心理资本是个体积极心理品质的核心，为提升H营业区销售人员心理资本 水平，研究对其中253名寿险代理人进行心理资本问卷调查。通过调查分析发 现，H营业区寿险代理人的事务型心理资本与任务绩效之间具有显著正相关性， 自信勇敢是提升销售业绩最重要的心理资源。虽然H营业区寿险代理人心理资 本整体处于较高水平，但存在一定的内部结构性问题，在性别、年龄、学历以 及年资等变量上，不同群体的心理资本及各维度存在一定的差异性与规律性。 通过对10名寿险代理人进行一对一访谈分析发现，H营业区寿险代理人心理资 本问题是由个人心理、组织支持、公司制度三个层面 9项原因导致的。通对31 人的心理资本状况进行实验测量发现，拓展培训对寿险代理人心理资本提升没 有明显效果。 因此，建议H营业区取消拓展培训计划，并从员工帮助计划、招聘入口把 控、综合能力提升、职业发展管理、组织文化构建、薪酬福利制度改革等6个 方面实施心理资本提升策略。 关键词：寿险代理人；本土心理资本；提升策略 II Abstract Positive psychology is very important for life insurance salespeople. With the increasingly fierce competition in the life insurance industry, the pressure, anxiety, burnout and turnover rate of practitioners keep rising, which seriously affects the physical and mental health of individuals and the long-term development of enterprises. A company is a life insurance sales company, it’s H business area also faces the same problem. Many measures have been taken, but ineffective. How to improve mental state of life insurance salesmen, thus creating more economic benefits, is an important human resource management problem for life insurance enterprises. Psychological capital is the core of individual positive psychological quality. In order to enhance the level of salesmen’s psychological capital in H business area, this study took questionnaire to 253 life insurance agents. Through investigation and analysis, it is found that there is a significant positive correlation between transactional psychological capital and task performance of life insurance agents in H business area, confidence and bravery are the most important psychological resources to improve sales performance. Although the psychological capital of life insurance agents in H business area is at a relatively high level, there are some internal structural problems, in terms of gender, age, education background and seniority, psychological capital and its dimensions of different groups have certain differences and regularity. Through one- on-one interviews with 10 life insurance agents, it is found that the psychological capital problem of life insurance agents in H business area is caused by 9 issues from three levels: individual psychology, organization support and corporation system. Through the experimental measurement of psychological capital status of 31 people, it was found that outdoor development training has no obvious effect to insurance agents’ psychological capital improvement. Therefore, it is suggested that H business area organization cancel the outdoor development training, and develop psychological capital promotion strategy from 6 aspects: employee assistance plan, recruitment entrance control, comprehensive quality improvement, career development management, organizational culture construction, compensation and benefits system reformation. III Key words: Life insurance agents, Indigenized psychological capital, Promotion strategy IV 目录 第一章 绪论 ............................................................................................................................ 1 第一节 研究背景 .............................................................................................................. 1 第二节 研究意义 .............................................................................................................. 2 一 理论意义及创新点 ................................................................................................................. 2 一 实践意义 ................................................................................................................................... 3 第三节 研究内容与方法 ................................................................................................. 3 一 研究的主要内容...................................................................................................................... 3 二 研究思路 ................................................................................................................................... 4 三 研究方法 ................................................................................................................................... 5 第二章 心理资本研究综述 ........................................................................................................... 6 第一节 心理资本概念 ..................................................................................................... 6 第二节 心理资本的维度 ................................................................................................. 6 第三节 心理资本的测量 ................................................................................................. 7 第四节 心理资本的干预 ................................................................................................. 7 第三章 H营业区寿险代理人心理资本调查 ....................................................... 8 第一节 H营业区及组织架构概况 ............................................................................... 8 第二节 H营业区寿险代理人心理资本调查方案设计 .......................................... 9 一 调查目的与样本选择 ............................................................................................................ 9 二 调查问卷设计 .......................................................................................................................... 9 三 分析工具与方法...................................................................................................................... 9 第三节 H营业区寿险代理人基本情况 .................................................................... 10 一 H营业区保险代理人样本结构概况 .............................................................................. 10 二 H营业区寿险代理人样本结构特征 .............................................................................. 10 第四节 H营业区保险代理人心理资本总体情况 ................................................. 13 V 第五节 H营业区寿险代理人心理资本与收入的关系研究 ............................... 14 一 统计性描述分析................................................................................................................... 15 二 单因素方差分析................................................................................................................... 15 三 相关性分析 ............................................................................................................................ 16 第六节 被调查者心理资本在人口统计学变量上的差异 .................................... 18 一 不同性别心理资本及各维度的差异 .............................................................................. 18 二 不同年龄心理资本及各维度的差异 .............................................................................. 20 三 不同学历心理资本及各维度的差异 .............................................................................. 23 四 不同销售年资心理资本及各维度的差异 .................................................................... 25 第四章 H营业区寿险代理人心理资本问题原因分析 ................................ 28 第一节 分析方法及对象 ............................................................................................... 28 一 访谈分析法 .................................................................................