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论文编号：	12157
作者编号：	2320180307
上传时间：	2020/12/14 11:48:45
中文题目：	大都会人寿天津分公司保险营销团队 知识共享机制研究
英文题目：	Research on knowledge commons mechanism of insurance marketing team in Metlife Tianjin Branch
指导老师：	李桂华
中文关键字：	保险营销；知识共享；知识整合
英文关键字：	Insurance marketing；Knowledge commons；Knowledge integration
中文摘要：	保险公司属于典型的知识密集型企业，知识对保险公司增值能力与创新能力的提升具有重要意义。保险产品相较于其他商品具有一定的特殊性。保险营销更注重知识，理念的营销。保险营销是需要保险代理人在客户面前通过一定方式展现的。保险代理人直接与客户接触，可以和客户建立持久的良好关系。保险公司的产品，文化，理念和品牌都需要代理人在客户面前呈现。保险公司需要保险代理人去开拓市场。保险营销队伍的建设和培养是保险市场营销的重要一环。随着市场竞争加剧以及客户素质提高，保险代理人承担的工作压力随之增大，这对保险代理人的知识水平和抗压能力提出更大的挑战，由此对保险营销团队整体知识水平提升以及团队内部实现知识共享提出更高要求。 本文作者通过在保险营销一线多年的工作实践，切实感受到知识共享在保险营销团队中的必要性与可行性。本文结合知识共享相关理论及保险营销团队管理理论，通过调查问卷、调研访谈和文献资料研究等研究方式，在分析保险营销团队知识管理现状的基础上，对大都会人寿天津分公司保险营销团队知识共享情况进行研究，运用知识螺旋模型，根据知识的内隐性与复杂性等本体特性，以及知识的异质性与互补性等关系特性，提出包含组织学习机制、互补整合机制和冲突调节机制的保险营销团队知识共享机制框架。通过知识共享机制构建，一方面可以实现团队成员个体的隐性知识向显性知识转化，另一方面能够促进个体专属知识向团队共有知识进行转化。本文关于大都会人寿天津分公司保险营销团队知识共享的研究，丰富了知识共享机制的理论研究，同时提出切实可行的措施，对于提升保险营销团队整体知识水平和绩效具有一定借鉴意义。
英文摘要：	Insurance companies are typical knowledge-intensive enterprises. Knowledge plays a vital role in enhancing the value-added ability and innovation ability of insurance companies. Compared with other commodities, insurance products have certain particularity. Insurance marketing pays more attention to the marketing of knowledge and concept. Insurance agents must be presented in front of customers by means of marketing. Insurance agents are in direct contact with their clients and can build lasting and good relationships with them. Insurance company's products, culture, concept and brand need agent to present in front of customers. Insurance companies need insurance agents to explore the market. The construction and training of insurance marketing team is an important part of insurance marketing. With increasing market competition and the improvement of customer quality, insurance agents are bearing increasing working pressure, which poses greater challenges to insurance agents in regards of their knowledge level and ability to cope with stress. Therefore, higher requirements are put forward for the improvement of the overall knowledge level of insurance marketing team and the realization of knowledge sharing within the team. The author of this article has experienced the necessity and feasibility of knowledge sharing in the insurance marketing team through years of work practice in the insurance marketing front line. Based on the analysis of the current situation of knowledge management of insurance marketing team in Metlife Tianjin Branch by means of questionnaires, interviews and literature, combined with the relevant theories of knowledge sharing and management of insurance marketing team, this paper uses the knowledge helix model to propose the inclusion group according to the inherent and complex ontological characteristics of knowledge, as well as the characteristics of the relationship between the diversity and complementarity of knowledge. The knowledge sharing mechanism framework of insurance marketing team is composed of learning mechanism, complementary integration mechanism and conflict adjustment mechanism. Through the construction of knowledge sharing mechanism, on the one hand, it can realize the transformation of individual tacit knowledge to explicit knowledge, on the other hand, it can promote the transformation of individual exclusive knowledge to team shared knowledge. The research on the knowledge sharing of the insurance marketing team in Metlife Tianjin Branch enriches the theoretical research on the knowledge sharing mechanism, and proposes practical measures, which has a certain reference significance for improving the overall knowledge level and performance of the insurance marketing team.
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