自1992年，中国引进国外保险营销代理人机制，到2015年中国保监会取消了代理 人从业资格要求，将代理人考核录用的权利下放给寿险公司，各大公司开始逐步将代理 人渠道作为重点业务方向，积极扩张代理人队伍。但保险行业的代理人队伍数量日益庞 大，人员素质参差不齐也带来了如下具体问题：第一、社会对于保险代理人专业素质认 可度偏低；第二、代理人队伍人均产能低、留存率低制约保险公司的发展；第三、目前 培训体系无法满足保险代理人实际开展业务的需求，无法满足客户高层次的个性化保障 需求。针对解决这些问题，迫切需要保险公司优化代理人培训体系以提升代理人专业素 质和能力。 本文以AY寿险公司为例，基于培训体系理论框架，通过文献分析法、问卷调查法、 深度访谈法、观察法对AY寿险公司目前培训体系的现状进行分析，发现目前AY公司 培训体系存在培训需求分析不足、培训规划不清晰、培训实施与管理不到位、缺乏培训 效果评估等具体问题。通过结合培训体系相关最新理论和AY公司实际情况，提出具体 优化方案，包括加强培训需求分析、制定清晰的培训规划、落实培训实施管理、优化培 训评估等方面。为保障优化方案的落地，达到预期的效果，本文还提出了了AY公司的 保障措施，即企业战略保障、企业文化保障、组织保障、制度保障。通过该方案的实施， 希望可以对解决AY公司的代理人培训问题提供有效的解决方案，满足AY公司代理人 的专业培训需求，提升AY公司代理人专业素质，增强AY公司核心竞争力，对保险行 业树立新形象产生积极有利的推动作用。 关键词： 保险公司；代理人；培训体系 II ABSTRACT Since 1992, China has introduced foreign insurance marketing agent mechanism. By 2015, the CIRC has cancelled the qualification requirements for agents and delegated the right to assess and employ agents to life insurance companies. Major companies began to gradually take agent channels as the key business direction, and actively expand the agent team. However, the increasing number of agents in the insurance industry and the uneven quality of personnel also bring about the following specific problems: first, the low recognition of the professional quality of insurance agents by the society; second, the low per capita productivity and low retention rate of agents restrict the development of insurance companies; third, the current training system cannot meet the actual business needs of insurance agents, no method to meet the high-level personalized security needs of customers. In order to solve these problems, it is urgent for insurance companies to optimize agent training system to improve professional quality and ability. Based on AY life insurance company as an example, this paper based on the theory of training system framework, through literature analysis, questionnaire, depth interview method to AY life insurance company of the present condition of the training system were analyzed, and found that the current AY company training system exist insufficient training needs analysis, training plan is not clear, training, implementation and management does not reach the designated position, lack of training effect evaluation and so on specific issues. Based on the latest theories related to the training system and the actual situation of AY company, specific optimization plans were proposed, including strengthening the analysis of training needs, formulating clear training plans, implementing training management, and optimizing training evaluation. In order to ensure the implementation of the optimization scheme and achieve the expected effect, this paper also proposed the safeguard measures of AY company, namely the corporate strategy safeguard, corporate culture safeguard, organizational safeguard and institutional safeguard. Through the implementation of this program, it is hoped that it can provide an effective solution to the agent training problem of AY company, meet the professional training needs of AY company's agents, improve the professional quality of AY company's agents, enhance the core competitiveness of AY company, and play a positive and beneficial role in promoting the establishment of a new image of the insurance industry. Keywords: Insurance company; Agent; Training system III 目 录 摘要 ......................................................................................................................................... I ABSTRACT .............................................................................................................................. II 目 录 ........................................................................................................................................ III 图表清单 ................................................................................................................................... V 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景和意义 ............................................................................................................. 1 1.2 国内外文献综述 ............................................................................................................. 2 1.2.1 寿险行业代理人基本概念及特点 .......................................................................... 2 1.2.2 国外培训体系理论基础 .......................................................................................... 3 1.2.3 国内培训体系理论基础 .......................................................................................... 4 1.3 发达国家和地区代理人培训发展经验和借鉴 ............................................................. 5 1.3.1 台湾地区代理人发展历程 ...................................................................................... 5 1.3.2 日本寿险代理人培训制度演变 .............................................................................. 6 1.4 研究内容和框架 ............................................................................................................. 7 1.4.1 研究内容 .................................................................................................................. 7 1.4.2 研究方法 .................................................................................................................. 7 1.4.3 研究框架 .................................................................................................................. 8 第二章 AY公司代理人培训体系现状分析 ......................................................................... 10 2.1 公司概况 ....................................................................................................................... 10 2.1.1 AY公司介绍 .......................................................................................................... 10 2.1.2 ＡY公司文化及组织结构 .................................................................................... 10 2.2 AY公司代理人培训体系现状 ..................................................................................... 12 2.3 AY公司代理人培训体系现状分析 ............................................................................. 17 2.4 本章小结 ....................................................................................................................... 17 第三章 AY公司培训体系存在问题与成因分析 ................................................................. 18 3.1 问卷调查分析 ............................................................................................................... 18 3.1.1 调查问卷的设计与发放 ........................................................................................ 18 3.1.2 培训现状信息调查结果分析 ................................................................................ 19 IV 3.2 AY公司代理人培训体系存在问题 ............................................................................. 25 3.2.1 培训需求分析不够充分 ........................................................................................ 25 3.2.2 培训规划和内容不科学 ........................................................................................ 26 3.2.3 培训的实施与管理不到位 .................................................................................... 27 3.2.4 缺乏有效的评估与反馈机制 .