本文選題：新華人壽　切入點(diǎn)：農(nóng)村營(yíng)銷員　出處：《中南林業(yè)科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：保險(xiǎn)作為金融業(yè)的重要組成部分,對(duì)經(jīng)濟(jì)的穩(wěn)定及發(fā)展起著重要的作用。隨著保險(xiǎn)業(yè)的發(fā)展,我國(guó)老百姓對(duì)人壽保險(xiǎn)越來越了解、越來越認(rèn)可,同時(shí)有越來越多的老百姓購(gòu)買了人壽保險(xiǎn)。而大部分老百姓接觸人壽保險(xiǎn)的途徑都是通過壽險(xiǎn)代理人的介紹。代理人的職業(yè)形象、專業(yè)技能直接影響著人們對(duì)保險(xiǎn)行業(yè)的看法。但是目前,擇業(yè)者要進(jìn)入保險(xiǎn)公司從事壽險(xiǎn)代理人的工作并不需要具備較高的個(gè)人條件,因此代理人的隊(duì)伍中存在著大量的農(nóng)村營(yíng)銷員,這雖然一定程度上解決了農(nóng)民工的就業(yè)問題,但也給保險(xiǎn)公司的培訓(xùn)體系帶來了很大的壓力,提出了很高的要求。 本文筆者通過大量閱讀專家學(xué)者對(duì)培訓(xùn)的研究理論,了解到目前國(guó)內(nèi)外壽險(xiǎn)培訓(xùn)的進(jìn)展程度。同時(shí),也通過對(duì)新華人壽東莞中心支公司農(nóng)村營(yíng)銷員培訓(xùn)現(xiàn)狀的介紹,從培訓(xùn)的講師隊(duì)伍、課程內(nèi)容、需求分析、計(jì)劃與實(shí)施、培訓(xùn)評(píng)估等方面進(jìn)行分析,發(fā)現(xiàn)問題,厘清問題產(chǎn)生的原因,并提出改進(jìn)措施。東莞是一個(gè)外來農(nóng)民工遠(yuǎn)遠(yuǎn)高于本地戶籍人口的地區(qū)。而新華人壽東莞中心支公司保險(xiǎn)代理人隊(duì)伍也不乏大量的農(nóng)村營(yíng)銷員,對(duì)新華人壽東莞中心支公司農(nóng)村營(yíng)銷員培訓(xùn)問題的研究,不僅在東莞地區(qū)有一定的代表性,而且在全國(guó)也有一定的代表性。 雖然新華人壽東莞中心支公司的培訓(xùn)體系有著自己的特點(diǎn)與優(yōu)勢(shì),但無法避免目前市場(chǎng)上所有保險(xiǎn)公司都面臨的問題,如：代理人專業(yè)知識(shí)、技能不足、主管輔導(dǎo)能力不強(qiáng)、講師隊(duì)伍授課效果有待提升、代理人職業(yè)意識(shí)不強(qiáng)等等問題。培訓(xùn)體系面對(duì)的壓力非常大,只有不斷探索、不斷完善培訓(xùn)體系,才能讓更多的壽險(xiǎn)代理人為客戶能提供合適的保險(xiǎn)計(jì)劃,提供滿意的服務(wù),從而提升其個(gè)人的職業(yè)形象,提高保險(xiǎn)公司的品牌形象,最終提升整個(gè)保險(xiǎn)行業(yè)的社會(huì)形象。在本篇論文中,可以找到筆者關(guān)于如何開展適用于不同層級(jí)、不同能力的代理人培訓(xùn),如何提升培訓(xùn)效果,如何改進(jìn)培訓(xùn)評(píng)估方法等問題的答案。希望通過本研究,為針對(duì)包括農(nóng)村營(yíng)銷員在內(nèi)的所有壽險(xiǎn)代理人培訓(xùn)體系建設(shè)和改善提供有意義的參考資料。
[Abstract]:As an important part of the financial industry, insurance plays an important role in the stability and development of the economy. With the development of the insurance industry, people in our country have more and more knowledge and recognition of life insurance. At the same time, more and more people have bought life insurance. And most of the people's access to life insurance is through the introduction of life insurance agents. The professional image of agents, Professional skills directly influence people's views on the insurance industry. But at present, people who choose a job do not need to have higher personal qualifications to enter insurance companies to work as life insurance agents. Therefore, there are a large number of rural marketers in the team of agents, which to some extent solve the employment problem of migrant workers, but also bring great pressure to the training system of insurance companies, put forward a very high demand. In this paper, I read a lot of experts and scholars on the training theory, understand the current development of life insurance training at home and abroad. At the same time, through the introduction of the status quo of training for rural marketers of Dongguan Central Branch Company of New China Life Insurance Co., Ltd. From the training of lecturers, curriculum content, needs analysis, planning and implementation, training evaluation and other aspects of analysis, identify problems, clarify the causes of problems, And put forward some improvement measures. Dongguan is a region where migrant workers are far higher than the local household registration population. And the insurance agents of the Dongguan Central Branch Company of New China Life Insurance Company also have a large number of rural marketers. The study on the training of rural marketers in Dongguan Central Branch Company of New China Life Insurance Co., Ltd. is not only representative in Dongguan area, but also representative in the whole country. Although the training system of the Dongguan Central Branch of the New China Life Insurance Company has its own characteristics and advantages, it cannot avoid the problems faced by all the insurance companies in the market at present, such as the professional knowledge of agents, inadequate skills, and weak ability of supervisor guidance. The teaching effect of the lecturers needs to be improved, the professional consciousness of the agents is not strong and so on. The training system is under great pressure, only to continuously explore and improve the training system. In order to enable more life insurance agents to provide appropriate insurance plans for customers, provide satisfactory services, thereby enhancing their personal professional image, enhance the brand image of insurance companies, In this paper, we can find out how to develop agent training for different levels and abilities, and how to improve the training effect. It is hoped that this study will provide a meaningful reference for the construction and improvement of the training system for all life insurance agents including rural marketers.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.3;F272.92

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