本文關鍵詞： 保險 營銷 培訓 培訓體系　出處：《貴州財經(jīng)大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著我國金融市場的改革和經(jīng)濟全球化的腳步不斷加快,金融保險行業(yè)得以迅猛發(fā)展,國外保險公司看到了中國保險市場的巨大發(fā)展?jié)摿?紛紛涌入中國與國內現(xiàn)有保險公司爭奪市場份額,保險行業(yè)的競爭逐漸步入白熱化階段,國內保險公司的發(fā)展正面臨著巨大的困難和嚴峻的挑戰(zhàn)。由于市場環(huán)境的改變,金融保險行業(yè)的競爭逐漸變?yōu)槿瞬诺母偁?營銷人員是保險公司參與市場競爭的基層一線人員,其專業(yè)技能和綜合素養(yǎng)與公司業(yè)務發(fā)展和經(jīng)營效益息息相關。若想在激烈的競爭中擁有同行業(yè)不可輕易復制的競爭優(yōu)勢,培訓無疑是提高營銷人員專業(yè)技能、綜合素養(yǎng)、挖掘其內在潛能、促進公司人力資本增值和銷售能力提高的重要途徑。本文研究對象——RBAS公司是一家股份制財險公司。近年來,RBAS公司業(yè)務不斷發(fā)展壯大,在業(yè)務高速發(fā)展和公司轉型之時,較低門檻招入了大量素質參差不齊、產(chǎn)能低、專業(yè)不對口及流動性較大的營銷人員。營銷隊伍的現(xiàn)狀特征不僅決定了其銷售能力和服務水平不高,還容易讓公司陷入銷售誤導和投訴糾紛等麻煩中,造成公司出現(xiàn)客戶投訴率升高、轉保和續(xù)保率下降等問題,從而對公司良好品牌形象和多項經(jīng)營指標產(chǎn)生了許多負面影響。為提升公司銷售能力、服務水平和核心競爭力,促進培訓取得實效,并將有限的培訓投入更多地轉化為公司經(jīng)營效益,就有必要對RBAS公司營銷人員培訓體系進行優(yōu)化�；诖吮尘�,在對員工培訓文獻綜述、相關理論深入學習的基礎上,本文首先對RBAS公司業(yè)務發(fā)展現(xiàn)狀以及營銷所面臨的困難和嚴峻的挑戰(zhàn)進行分析。其次,根據(jù)RBAS公司的營銷人員培訓體系現(xiàn)狀,通過問卷調查的方式分析和總結RBAS公司營銷人員培訓體系的問題,如:公司學習氛圍不濃厚、沒有做好培訓效果評估和培訓無法滿足營銷人員的需求等。并對存在問題的原因進行了深入分析。最后,結合公司實際,提出公司營銷人員培訓體系的優(yōu)化方案,即:樹立良好培訓理念,搭建學習型組織、開展好培訓需求分析、確保培訓計劃的制定與公司戰(zhàn)略發(fā)展相匹配、豐富培訓內容和選擇合適的培訓方法、強化內部培訓講師隊伍建設和有效開展培訓效果評估工作。
[Abstract]:With the reform of our financial market and the accelerated pace of economic globalization, the financial and insurance industry has developed rapidly, and foreign insurance companies have seen the huge development potential of China's insurance market. One after another, the competition in the insurance industry has stepped into the white-hot stage. The development of domestic insurance companies is facing enormous difficulties and severe challenges. Due to the change of the market environment, The competition in the financial and insurance industry has gradually turned into a competition for talents. The marketers are the grassroots front-line personnel of insurance companies who participate in market competition. Its professional skills and comprehensive literacy are closely related to the company's business development and operating efficiency. If you want to have the competitive advantage that cannot be easily replicated in the same industry in the fierce competition, training is undoubtedly to improve the marketing personnel's professional skills, comprehensive literacy, To tap its inherent potential, to promote the increase of human capital and the improvement of sales ability. The object of this paper is RBAS, a joint-stock property insurance company. In recent years, the business of RBAS has been growing and growing. At the time of the rapid development of business and the transformation of the company, the lower threshold has brought in a large number of uneven quality and low production capacity. The current characteristics of the marketing team not only determine that their sales ability and service level are not high, but also easily lead the company into problems such as misleading sales and complaints and disputes. Causes the company to appear the customer to complain the rate to rise, the reinsurance and the renewal rate to decline and so on the question, thus to the company good brand image and the many management indexes has produced many negative effects, in order to enhance the company to sell the ability, the service level and the core competition ability, It is necessary to optimize the training system of RBAS Company in order to promote the effectiveness of training and transform the limited training investment into the company's operating efficiency. Based on this background, this paper summarizes the literature on employee training. On the basis of in-depth study of relevant theories, this paper first analyzes the current business development situation of RBAS Company and the difficulties and severe challenges faced by marketing. Secondly, according to the current situation of marketing personnel training system of RBAS Company, This paper analyzes and summarizes the problems of marketing personnel training system in RBAS Company by means of questionnaire survey, such as the lack of strong learning atmosphere in the company, The training effect evaluation and training can not meet the needs of marketers, etc. The reasons for the problems are analyzed deeply. Finally, combined with the actual situation of the company, the optimization scheme of the marketing personnel training system is put forward. That is, to establish a good training concept, build a learning organization, carry out a good training needs analysis, ensure that the formulation of training plans and the company's strategic development match, enrich the training content and choose the appropriate training methods, Strengthen internal training instructor team building and effectively carry out training effectiveness evaluation work.
【學位授予單位】：貴州財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F272.92;F842.3

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