大连理工大学专业学位硕士学位论文
摘
要
本文的研究目的是帮助 HA人寿大连分公司找到销售人员流失的主要原因，并提供
减少其销售人员流失的具体方案。本文的研究意义是为解决保险公司销售人员流失问题
提供理论指导，以及为保险行业提供成功案例和相应的理论支持，使各家保险公司可以
借鉴参考。
HA人寿保险有限公司是一家中英合资的中小型保险公司，其大连分公司在近几年的
发展中，依靠总公司的大力扶持，发展状况稳定，但是在总公司推行扩张政策时，大连
分公司仍旧保持着稳步而缓慢的发展态势。经过分析，发现大连分公司的销售人员流失
问题一直是其发展的最大障碍，也是迫切需要解决的关键问题。
本文采用案例研究的方法，综合国内外人员流失的相关理论及研究方法，比如，马
斯洛需求理论模型以及赫茨伯格双因素理论模型，并结合半结构化访谈的方法，分析了
影响 HA人寿大连分公司销售人员流失的主要原因。本文通过案例描述与访谈结果，发
现 HA人寿大连分公司销售人员流失问题的关键在于薪酬待遇、员工职业发展以及员工
的组织支持感当面的不足。
本文为 HA人寿大连分公司理清思路，利用案例研究的方法，结合马斯洛需求理论
模型以及赫茨伯格双因素理论模型，针对这 3个方面分析出了影响 HA人寿大连分公司
销售人员流失的主要原因，并提供了减少其销售人员流失的具体方案。
关键词：赫兹伯格双因素理论；销售人员流失；寿险；人力资源管理
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HA人寿大连分公司销售人员流失案例研究
A Case Study on Sales Staff Turnover of HA Life Insurance Company
Dalian Branch
Abstract
The research purpose of this thesis is to help HA Life Insurance Company Dalian Branch
find the main reasons for the sales staff turnover, and provide specific solutions to reduce the
sales staff turnover. The significance of this thesis is to provide theoretical guidance for
solving the problem of the sales staff turnover in insurance companies, and to provide
successful cases and corresponding theoretical support for the insurance industry, so that each
insurance company can reference.
HA Life Insurance Company is a Sino-British joint venture life insurance company. Its
Dalian Branch has been developing steadily in recent years, relying on the strong support of
the parent company. However, when the parent company carried out the expansion policy, the
Dalian Branch still maintained a steady and slow development trend. Through analysis, it is
found that the sales staff turnover in the Dalian Branch has been the biggest obstacle to its
development, and is also a key problem that needs to be solved urgently.
This thesis adopts the method of case study, synthesizes the relevant theories and
research methods of the sales staff turnover at home and abroad, such as Maslow's demand
theory model and Herzberg's two-factor theory model, and combines the method of
semi-structured interview to analyze the main reasons affecting the sales staff turnover in HA
Life Insurance Company Dalian Branch. Through case description and interview results, this
thesis found that the key problem of the sales staff turnover in HA Life Insurance Company
Dalian Branch is the lack of salary, career development and organizational support.
This thesis clarified the ideas for the HA Life Insurance Company Dalian Branch, and
used the method of case study, combined with Maslow's demand theory model and Herzberg's
two-factor theory model, analyses the three aspects of the impact the main reason for the sales
staff turnover of the HA Life Insurance Company Dalian Branch, and provides the concrete
scheme of reducing the cost of their sales staff.
Key Words：Herzberg's Two-Factor Theory; Sales Staff Turnover; Life Insurance; Human
Resource Management
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大连理工大学专业学位硕士学位论文
目录
摘
要.............................................................................................................................I
Abstract ............................................................................................................................. II
1绪论.............................................................................................................................. 1
1.1研究背景和意义............................................................................................... 1
1.1.1研究背景................................................................................................ 1
1.1.2研究意义................................................................................................ 1
1.2研究方法和思路............................................................................................... 2
1.2.1研究方法................................................................................................ 2
1.2.2研究思路................................................................................................ 3
2案例正文...................................................................................................................... 5
2.1行业背景........................................................................................................... 5
2.2 HA人寿大连分公司现状 ................................................................................ 8
2.2.1 HA人寿大连分公司基本情况............................................................. 8
2.2.2 HA人寿大连分公司人力资源现状................................................... 10
2.3人员流失案例描述......................................................................................... 13
2.3.1新老双轨制引发的不满...................................................................... 13
2.3.2看不到未来的年轻员工...................................................................... 14
2.3.3部门经理的困惑.................................................................................. 15
3案例分析.................................................................................................................... 17
3.1理论依据......................................................................................................... 17
3.1.1马斯洛需求理论模型.......................................................................... 17
3.1.2赫茨伯格双因素理论模型.................................................................. 19
3.2人员流失原因分析......................................................................................... 21
3.2.1员工的薪酬满意度低.......................................................................... 21
3.2.2职业生涯管理制度差.......................................................................... 23
3.2.3员工的组织支持感弱.......................................................................... 27
4人员流失的改进建议................................................................................................ 30
4.1提高员工的薪酬满意度................................................................................. 30
4.1.1调整直接薪酬结构.............................................................................. 30
4.1.2调整间接薪酬结构.............................................................................. 31
4.2完善员工职业生涯管理................................................................................. 32
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