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MBA毕业论文_保险公司营销代理人的稳定性管理优化研究

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随着互联网的普及和消费者理念的转变,保险行业原有的人海模式弊端凸显, 转型升级迫在眉睫。变革的关键在于人,因此,构建稳定性代理人队伍,进而提升 代理人质量显得尤为重要。 基于此,本文聚焦于 A 保险公司,通过文献分析法、问卷调查法和访谈法探究 其留存管理存在问题,并结合分析为建设稳定性代理人队伍提出对策,以期为其健 康发展提供借鉴。本文认为影响 A 保险公司代理人团队稳定性因素的原因是其培训 体系、薪酬体系、绩效体系、晋升体系、组织文化和激励政策的不合理。 本文所得研究结论如下:第一,健全培训体系,增设培训需求分析环节,合理 设置培训内容和培训课程,加强培训导师队伍建设。第二,合理设置薪酬体系,引 入固定薪酬制度,增加代理人安全感和归属感。第三,合理设置绩效体系,引入绩 效反馈环节,健全绩效考核指标。第四,合理设置晋升体系。打破原有的以“业绩” 为晋升标准,引入留存率等其他标准,使得晋升标准更加科学性。第五,营造适合 的组织文化,降低代理人心理压力。第六,健全激励体系,科学扩展激励手段,除 了金钱之外,引入其他较为重要的激励措施。 关键词 A 保险公司;代理人队伍;稳定性;影响因素;管理优化II Abstract With the popularization of the Internet and changes in consumer concepts, the disadvantages of the original crowd model of the insurance industry have become prominent, and transformation and upgrading are imminent. The key to change lies in people. Therefore, it is particularly important to build a stable agent team to improve the quality of agents. Based on this, this paper focuses on insurance company A, uses literature analysis, questionnaire survey and interview methods to explore the problems of its retention management, and combines the analysis to propose countermeasures for building a stable agent team in order to provide a reference for its healthy development. This article believes that the factors affecting the stability of insurance company A's agent team are the unreasonable training system, salary system, performance system, promotion system, organizational culture and incentive policies. The research conclusions obtained in this paper are as follows: Firstly, improve the training system, add training demand analysis links, set up training content and training courses reasonably, and strengthen the construction of training instructors. Secondly, set up a reasonable salary system and introduce a fixed salary system to increase the agent's sense of security and belonging. Thirdly, set up a reasonable performance system, introduce performance feedback links, and improve performance appraisal indicators. Fourth, set up a reasonable promotion system. Breaking the original promotion standard based on "performance", introducing other standards such as retention rate, making the promotion standard more scientific. Fifth, create a suitable organizational culture to reduce the psychological pressure of the agent. Sixth, improve the incentive system, scientifically expand incentives, and introduce other more important incentives besides money. Key words A insurance company; agent team; stability; influencing factors; management optimizationIII 目 录 摘要...................................................................................................................................I Abstract ................................................................................................................................II 第 1 章 绪 论.................................................................................................................. 1 1.1 研究背景与意义 ..................................................................................................... 1 1.1.1 研究背景 .......................................................................................................... 1 1.1.2 选题意义 .......................................................................................................... 1 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 国外研究现状 .................................................................................................. 2 1.2.2 国内研究现状 .................................................................................................. 3 1.3 研究思路与研究内容 ............................................................................................. 3 1.3.1 研究思路 .......................................................................................................... 3 1.3.2 研究内容 .......................................................................................................... 4 1.4 研究方法 ................................................................................................................. 4 第 2 章 营销代理人稳定性管理的相关理论基础.......................................................... 5 2.1 相关概念 ................................................................................................................. 5 2.1.1 营销代理人 ...................................................................................................... 5 2.1.2 营销代理人制度特点 ...................................................................................... 5 2.2 代理人队伍稳定性衡量方法 ................................................................................. 5 2.2.1 留存率的内涵及确定方法 .............................................................................. 5 2.2.2 留存率指标对稳定性队伍的意义 .................................................................. 6 2.3 构建稳定性代理人队伍常用保障措施 ................................................................. 6 2.4 本章小结 ................................................................................................................. 6 第 3 章 A 保险公司相关情况概述及代理人队伍现状.................................................. 7 3.1 A 保险公司相关情况概述 ..................................................................................... 7 3.1.1 A 保险公司简介 .............................................................................................. 7 3.1.2 A 保险公司集团构成 ...................................................................................... 7 3.1.3 A 保险公司企业文化 ...................................................................................... 7 3.1.4 A 保险公司发展战略与运营理念 .................................................................. 8 3.2 A 保险公司代理人队伍现状 ................................................................................. 8 3.2.1 A 保险公司代理人基本信息 .......................................................................... 8 3.2.2 A 保险公司代理人留存现状 .......................................................................... 9IV 3.3 A 保险公司代理人管理政策现状 ....................................................................... 10 3.3.1 培训体系现状 ................................................................................................ 10 3.3.2 薪酬体系现状 .................................................................................................11 3.3.3 绩效管理体系现状 ........................................................................................ 12 3.3.4 晋升体系现状 ................................................................................................ 12 3.3.5 激励体系现状 ................................................................................................ 12 3.4 本章小结 ............................................................................................................... 14 第 4 章 A 保险公司代理人队伍稳定性管理存在问题................................................ 15 4.1 访谈情况分析 ....................................................................................................... 15 4.2 调查问卷的设计与结果 ....................................................................................... 15 4.2.1 问卷设计 ........................................................................................................ 15 4.2.2 问卷统计情况 ................................................................................................ 16 4.2.3 问卷结果分析 ................................................................................................ 17 4.3 A 保险公司代理人稳定性管理影响因素 ........................................................... 19 4.3.1 培训育成效果 ................................................................................................ 19 4.3.2 薪酬体系 ........................................................................................................ 20 4.3.3 绩效激励 ........................................................................................................ 21 4.3.4 晋升考核 ........................................................................................................ 22 4.3.5 组织文化 ........................................................................................................ 22 4.3.6 激励政策 ........................................................................................................ 22 4.4 本章小结 ............................................................................................................... 22 第 5 章 A 保险公司代理人稳定性管理优化措施........................................................ 23 5.1 健全培训体系 ....................................................................................................... 23 5.1.1 做好培训需求分析 ........................................................................................ 23 5.1.2 合理设置培训课程 ........................................................................................ 24 5.1.3 合理设置培训导师 ........................................................................................ 24 5.2 合理设置薪酬体系 ............................................................................................... 24 5.3 合理设置绩效体系 ............................................................................................... 25 5.3.1 完善绩效考核制度 ........................................................................................ 25 5.3.2 增加绩效反馈环节 ........................................................................................ 26 5.4 合理设置晋升体系 ............................................................................................... 26 5.5 打造适合的组织文化 ........................................................................................... 27 5.5.1 营造良好的团队文化氛围 ............................................................................ 27 5.5.2 培养忠诚度较高的组织文化 ........................................................................ 27V 5.6 合理设置激励体系 ............................................................................................... 28 5.6.1 设置离职金 .................................................................................................... 28 5.6.2 完善福利激励 ................................................................................................ 28 5.7 本章小结 ............................................................................................................... 29 总 结................................................................................................................................ 31 附 录................................................................................................................................ 33 附录 A................................................................................................................................ 33 附录 B ................................................................................................................................ 35