学 校 代 码
密级
中图分类号
UDC
硕士学位论文
MASTERDISSERTATION
论文题目 D 人寿保险江西分公司银保销售人员激励机制优化
（中文） 研究
论文题目 Research On Optimization Of Incentive Mechanism For
（英文）Bancassurance Salesperson Of D Life Insurance Jiangxi Branch
作 者 裴梓先导师李胜兰
申请学位 硕士学位 学院名称 工商管理学院
学科专业工商管理（MBA） 研究方向 人力资源
2022 年 5 月 独 创 性 声 明
本人声明所呈交的论文是我个人在导师指导下进行的研究工作及
取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，
论文中不包含其他人已经发表或撰写的研究成果，也不包含为获得江
西财经大学或其他教育机构的学位或证书所使用过的材料。与我一同
工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并
表示了谢意。
签名： 日期：2022 年 5 月 10 日
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签名： 导师签名： 日期：2022 年 5 月 10 日D 人寿保险江西分公司银保销售人员激励机制优化研究
摘 要
中国银行保险业正处于行业转型的重要时间段，银行保险的合作、销售、产品等关
键因素都在随着市场的发展迅速变化。快速的发展同时也意味着一系列的问题，再加上
各保险公司之间的竞争持续不断，这其中最主要的竞争就是销售人才的竞争。那么激励
机制作为人力资源管理中不可忽视的一环，所带来的影响则与公司的未来发展息息相
关。科学、合理的激励机制能够引导售人员释放自身的潜力，提高公司销售人员的留存
率，使得更多的优秀人才愿意加入公司，保证公司的平稳发展。D人寿保险江西分公司
属于银保市场上的老牌公司，其银保渠道也同样正处于深化发展的时期。在此日趋竞争
激烈的环境下，及时发现和解决 D 人寿保险公司银保销售人员的激励机制中存在的问
题，对于引领其在未来健康发展有着重要意义。
本文主要内容是 D 人寿保险江西分公司银保销售人员激励机制的优化研究。为了使
D 人寿保险江西分公司银保渠道在转型发展过程中对销售人员做到有效激励，本文整合
了中外的相关文献研究和主要激励理论，运用双因素理论制作调查问卷，结合工作访谈
的方式对D 人寿保险江西分公司银保渠道激励机制的现状进行深入剖析，找出其中存在
的问题，主要包括：薪酬福利制度较为简单；部分绩效考核指标不符合行业实际情况；
缺乏对销售人员的职业规划；培训方式单一等。针对D 人寿保险江西分公司银保销售渠
道激励机制的实际情况，本文相对应地提出了改善薪酬结构，完善福利和考核制度，打
通职业晋升通道，重塑培训机制等改进建议。
销售人员激励机制的优化研究是在银保渠道中所被重点关注的课题之一，通过对D
人寿保险江西分公司销售人员激励机制的研究，既可以激发销售人员的工作积极性，帮
助销售人员职业生涯的发展，满足销售人员的事业心，也能够为公司创造更广阔的价值。
在实践上，本文的贡献是提出了相应的解决银保销售人员激励机制问题的实际办法和优
化对策，也对其他同业公司银保渠道销售人员激励机制大有裨益。
关键词：寿险；银保；销售人员；激励机制；双因素理论
IAbstract
Abstract
Bancassurance industry of China is in an important period of industry transformation.
The cooperation, sales, products and other key factors of bancassurance are changing rapidly
with the development of the market. The rapid development also means a series of problems.
In addition, the competition among insurance companies continues, and the most important
competition is the competition of sales talents. As an important part of human resource
management, the impact of incentive mechanism is closely related to the future development
of the company. Scientific and reasonable incentive mechanism can guide sales personnel to
release their potential, improve the retention rate of sales personnel, make more excellent
talents willing to join the company and ensure the stable development of the company. D life
insurance Jiangxi branch is an old company in the bancassurance market, and its
bancassurance channel is also in a period of deepening development. In this increasingly
competitive environment, it is of great significance to timely find and solve the problems
existing in the incentive mechanism of bancassurance salesperson of D life insurance
company in order to lead its healthy development in the future.
The main content of this thesis is to optimize the incentive mechanism of bancassurance
salesperson of D life insurance Jiangxi branch. In order to make the bancassurance channel of
D life insurance Jiangxi branch effectively motivate the salesperson in the process of
transformation and development, this thesis combs and summarizes the relevant incentive
theory by integrating the relevant literature research at home and abroad, makes a
questionnaire by using the two factor theory, and makes an in-depth analysis of the current
situation of the bancassurance channel incentive mechanism of D life insurance Jiangxi
branch by means of work interview, It mainly includes: the salary and welfare system is
relatively simple; Some assessment indicators are not in line with the actual situation of the
industry; Lack of career planning for sales personnel; Single training mode, etc. According to
the actual situation of the bancassurance sales channel incentive mechanism of D life
insurance Jiangxi branch, this thesis correspondingly puts forward some improvement
suggestions, such as improving the salary structure, perfecting the welfare and assessment
system, opening up the career promotion channel and reshaping the training mechanism.
The research on the optimization of salesperson incentive mechanism is one of the key
topics in the bancassurance channel. Through the research on the salesperson incentive
IID 人寿保险江西分公司银保销售人员激励机制优化研究
mechanism of D life insurance Jiangxi branch, it can not only stimulate the salesperson;s work
enthusiasm, help the salesperson;s career development, meet the salesperson;s ambition, but
also create broader value for the company. In practice, the contribution of this thesis is to put
forward the corresponding practical methods and optimization strategies to solve the incentive
mechanism of bancassurance channel sales personnel, which is also of great benefit to the
incentive mechanism of bancassurance channel sales personnel of other peer companies.
Key Words: life insurance; bancassurance; salesman; excitation mechanism; two factor
theory
III