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2022.6.17

山东建筑大学硕士学位论文
摘要
保险营销人员的专业知识水平与职业素质，关乎着 DH保险公司的业绩发展和企业
形象。但当前 DH保险公司针对营销人员的培训体系不能到达良好的效果，营销人员参
与培训积极性不高，导致整体营销队伍素质无法提升，在保险市场竞争日益激烈的情况
下，DH保险公司需要借助培训来提高营销人员的业务能力和综合素质。针对此情况，
本文对 DH保险公司营销人员培训体系进行深入研究，提出优化对策，从而有效改善现
有问题，为 DH保险公司打造一支优质的营销人才队伍做贡献，同时也能为其他保险公
司提供一些借鉴。
论文主要研究内容如下：以国内外培训体系管理相关理论与实践成果为起点，在提
供理论方法依据的同时，综合运用文献研究法、问卷调查法等方法，结合 DH保险公司
的实际情况进行研究。首先，梳理和归纳出 DH保险公司营销人员培训体系的现状，接
着，对 DH保险公司营销人员进行问卷调查，获得基础数据信息，梳理 DH保险公司营
销人员培训体系存在的问题，主要有：营销人员参与培训意愿不高、培训覆盖率低、营
销人员对培训体系的满意度不高。进一步分析问题的原因在于：培训需求分析不足、培
训课程体系不完善、缺乏专业的培训师资队伍、缺乏培训评估反馈分析。
本研究的创新点在于：从增强保险公司营销培训意愿、提升满意度出发，以具体的
DH保险公司为研究对象，深入该公司内部，了解其营销培训体系的问题，从而完成保
险公司营销培训体系的优化，重点贡献在于构建了保险公司营销培训体系中需求分析模
型，其次是建立了保险公司营销四层次的培训评估模型，对于保险营销培训体系的构建
和完善有重要指导作用。
关键词：保险营销，培训体系，优化方案
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山东建筑大学硕士学位论文
ABSTRACT
The professional knowledge level and professional quality of insurance marketing
personnel are related to the performance development and corporate image of DH insurance
company. However, the current training system for marketing personnel of DH insurance
company can not achieve good results, and the enthusiasm of marketing personnel to
participate in training is not high, resulting in the inability to improve the quality of the overall
marketing team. Under the increasingly fierce competition in the insurance market, DH
insurance company needs to improve the professional ability and comprehensive quality of
marketing personnel with the help of training. In view of this situation, this thesis makes an
in-depth study on the marketing personnel training system of DH insurance company, and puts
forward optimization countermeasures, so as to effectively improve the existing problems,
contribute to building a high-quality marketing talent team for DH insurance company, and
provide some reference for other insurance companies.
The main research contents of this thesis are as follows: Taking the relevant theories and
practical achievements of training system management at home and abroad as the starting
point, while providing the basis of theoretical methods, this thesis comprehensively uses the
methods of literature research and questionnaire survey, combined with the actual situation of
DH insurance company. Firstly, sort out and summarize the current situation of the marketing
personnel training system of DH insurance company. Then, conduct a questionnaire survey on
the marketing personnel of DH insurance company, obtain the basic data information, and sort
out the problems existing in the marketing personnel training system of DH insurance
company, mainly including low willingness of marketing personnel to participate in the
training, low training coverage and low satisfaction of marketing personnel with the training
system. The reasons for further analysis of the problems are: insufficient training demand
analysis, imperfect training curriculum system, lack of professional training teachers, lack of
training evaluation feedback analysis.
The innovation of this study lies in: From the insurance company marketing training will
enhance and improve satisfaction, with specific DH insurance company as the research object,
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