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论文编号：	14449
作者编号：	2320200441
上传时间：	2023/12/21 11:45:21
中文题目：	A保险公司高绩效营销团队建设研究
英文题目：	Research on the Construction of A Insurance Company''s High Performance Marketing Team
指导老师：	吕峰
中文关键字：	保险行业；高绩效；营销团队；领导力；激励
英文关键字：	Insurance industry; High performance; Marketing team; Leadership; Excitation
中文摘要：	在现代保险市场中，营销团队的建设对于一个保险公司的发展至关重要。中国作为世界第二大保险市场，保险行业营销员数量已从疫情前的900余万人大幅缩减至200余万人。“人海战术”已成为过去时，由精英营销员组成的高绩效营销团队已经成为当下和未来的行业要求。A保险公司作为一家全世界知名的外资保险公司，市场遍布全球十八个国家和地区。其新业务价值常年保持市场前列，得益于其长期坚持“精英营销员”的人才战略，并以极高人均产能领跑行业。 本文以团队激励理论和领导力理论为基础，通过运用调查研究法、归纳分析法、文献研究法等方法研究方法，深入了解A保险公司营销团队的建设管理现状，分析当前团队建设中存在的主要问题。尤其是招募背景不清晰和招募工具不明确、培训信息过度庞大、激励制度不接地气、团队长领导能力认知模糊等行业普遍存在的问题。 本论文以A保险公司为研究对象，旨在探讨保险行业高绩效营销团队的建设和优化方案，并提出相应的策略保障。针对问题提出了切实可行的新人招募标准和工具、清晰全面的培训体系和演练方法、有效的绩效激励制定方式、团队领导力测评和优化指导手册。通过四方面的优化来进一步优化高绩效营销团队建设，并给普通绩效团队提供借鉴思路。最终并辅以组织、过程和文化的保障措施，确保优化效果得以实现。 保险行业的高质量健康发展对中国经济稳定健康发展和居民高质量就医保养老均有重要意义。通过对A保险公司高绩效营销团队建设进行研究，不仅可以为A保险公司提供有效的团队建设策略，同时为保险行业的发展提供有益的借鉴和启示。
英文摘要：	In the modern insurance market, the construction of a marketing team is crucial for the development of an insurance company. As the world's second largest insurance market, the number of insurance industry marketers in China has significantly decreased from over 9 million before the epidemic to over 2 million. The "crowd tactics" have become a thing of the past, and a high-performance marketing team composed of elite marketers has become a current and future industry requirement. As a world-renowned foreign-funded insurance company, A Insurance Company has a market presence in 18 countries and regions around the world. Its new business value has consistently remained at the forefront of the market, thanks to its long-term adherence to the talent strategy of "elite marketers" and leading the industry with extremely high per capital production capacity. This article is based on team motivation theory and leadership theory, and uses methods such as survey research, inductive analysis, and literature research to gain a deeper understanding of the current situation of A Insurance Company's marketing team construction and management, and to analyze the main problems in team construction. In particular, there are common problems in the industry, such as unclear recruitment background and tools, excessive training information, underground incentive systems, and unclear understanding of team leader leadership abilities. This paper takes A Insurance Company as the research object, aiming to explore the construction and optimization plan of high-performance marketing teams in the insurance industry, and propose corresponding strategic guarantees. Practical and feasible recruitment standards and tools for new employees, clear and comprehensive training system and exercise methods, effective performance incentive development methods, team leadership evaluation and optimization guidance manuals have been proposed to address the issues. Further optimize the construction of high-performance marketing teams through four aspects of optimization, and provide reference ideas for ordinary performance teams. Ultimately, supported by organizational, process, and cultural safeguards, the optimization effect can be achieved.
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