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论文编号：	4492
作者编号：	2120082420
上传时间：	2012/6/11 23:01:19
中文题目：	SA寿险公司营销人员培训体系改进研究
英文题目：	The research and improvement of SA Insurance Company training system
指导老师：	袁庆宏
中文关键字：	SA公司 人寿保险 营销人员 培训体系
英文关键字：	SA Company Life Insurance Marketing Training System
中文摘要：	摘　要中国保险行业从1978年起步到现在已有30多年的发展历程，由当时的一家保险公司发展到今天的几百家保险公司，保险营销人员的人数也从原来的寥寥数千人，发展到现在的近200万人，而其中绝大多数是寿险营销人员。同时，随着国民经济保持稳步快速增长、人均收入水平的提高、人口规模的不断增大，及人口老龄化、社会保障制度的改革，中国寿险业仍将保持快速增长的势头，因此，中国寿险市场的潜力巨大。近十年中国保险行业快速发展，特别是中国加入WTO后，随着经营区域的逐步开放，也给众多的外资保险公司更大的发展空间。于是国际一流保险企业集团纷纷瞄准中国市场，成立合资保险公司。中国保险市场已进入竞争主体多元化、竞争范围国际化、管理模式精细化的阶段。营销人员是寿险业的经营主体，加强营销人员的培训成为企业取得竞争优势的关键。同时，随着中国居民保险意识的增强，客户需求层次的提升，营销人员自身的专业性与综合素质也需要同步成长。寿险公司的管理者特别是培训管理者应针对寿险从业人员的现状与未来需求，建立完善的培训体系，逐步规划出有效且系统的培训课程与运营模式。 SA公司是中国首家中韩合资的寿险企业，中方股东是一家大型国有企业集团，韩方股东是韩国最大的寿险公司。一方面，注重引进国外先进的管理经验与技术，另一方面，从中国实际出发，针对中国市场特点和实际情况，选择营销方式和发展策略，逐渐形成了管理、技术先进并与中国市场高度吻合的寿险运营模式。借助股东A公司丰富的寿险营销管理经验，开业至今一直保持稳步增长，并搭建起一套具有自身特色的营销培训体系。本论文以SA公司为研究个案，从营销人员培训管理的角度，以企业员工培训理论与培训体系搭建理论为基础，对SA公司营销人员培训现状进行了细致的总结分析。自SA公司开业以来，一向非常重视培训方面的投入，公司的培训体系也为营销队伍的培养，打造高素质营销人才和公司的可持续发展做出了巨大的贡献。也正是在这一过程中，SA公司良好的培训品牌逐渐树立并形成起来，社会口碑极佳，这也成为该公司招揽人才以及在市场竞争中占据有利位置的重要依托。然而，寿险市场的不断发展和激烈竞争给SA公司带来了新的挑战，随着保险主体不断增加，各家保险公司都在谋求迅速发展、扩张规模以跑马圈地，抢占更多市场份额，这就对SA公司的发展提出了更快更高的要求。现有的培训体系日益无法满足规模上快速成长的营销队伍，二者如何匹配以及如何使培训进行更有效支援是摆在公司培训管理者面前的一大课题，且这一问题亟待解决。本文从培训组织架构、培训课程方面、讲师体系方面及培训流程中出现的问题进行分析，然后以企业员工培训体系的相关理论为基础，从培训组织架构、课程设置、讲师培养、需求分析、效果评估五个方面分别提出了具体改进措施，以使SA公司的营销培训体系真正适应市场和营销队伍的现状，为企业战略服务。一套培训体系能否发挥作用，关键在于其实施环节。只有具备了完善的实施保障体系，培训体系才能顺利实现，才能最大限度地发挥其作用和功能。对于企业而言，同样也是如此。可靠的实施保障体系能将有效的培训体系转化为强大的生产力，推动企业的进一步发展。由此可见，SA公司要想做好培训工作，不仅要有一套科学、有效的培训体系，而且要有一套健全的、完善的实施保障体系。只有这样，才能从理论层面与实践层面来提高培训效率，增强培训效果。本文最后从文化保障、资源保障、风险防范、效果保障四个方面详细探讨了这些举措得以实施的保障体系。本研究通过对相关文献的理论研究、资料搜集与SA公司案例分析，经过整理及归纳分析，具有以下特点与贡献。首先本研究的特点在于选题与思路的创新。在硏究整理培训理论的相关文献时，笔者发现国内许多培训文献或案例通常都是从培训实施流程的角度来探讨问题，而对于国内寿险公司营销人员培训状况的硏究则通常局限于培训班的操作层面上。本文从SA公司寿险培训体系系统构建的角度出发，将培训的几大要素分为组织架构、课程体系、讲师体系、培训运作流程几大方面，在此基础上进行问题分析并提出相应的改进举措。而且，笔者认为，这种硏究方法在其他寿险企业进行培训的整体规划时都可运用。另外，由于SA公司为我国首家中韩合资的保险企业，具有典型性，在中韩培训合作中遇到的一些问题值得其他合资企业借鉴，并具有一定使用价值，可以在合资寿险企业搭建培训体系过程中作为参考。当然，由于研究时间有限，本文未对韩国课程本土化问题、培训组织架构完善、培训有效转化等问题进行更深入的探讨，希望未来有机会就这些问题进行进一步的研究。
英文摘要：	Abstract Chinese insurance industry had been developing for 30 years since 1978. Industry had gone from single company to multiple entities in the hundreds. Employee had grown to two millions from original few thousands, mostly of them are life insurance sales and marketing staff. Meanwhile, Chinese insurance industry still shows rapid growth rate along with growth of Chinese economy, average salary and population, as well as population aging and social security reform. Insurance industry in China had been developing rapidly in recent decade, especially after China joined WTO. Foreign insurance firms had obtained more opportunities once China opened their markets. Industry leading multi-international firms had focused their strategies onto China market and established joint venture insurance firms in China. In recent years, competitions of Chinese insurance market had became diversified and internationalized, its management had been shifted to detail oriented operation. Marketing staff is key personnel in life insurance sales organization. Enhanced training for marketing staff provides competitive edge and becomes key differentiator to success. It is essential for marketing personnel to improve their professional expertise and overall service quality when general public had gained insurance awareness and demand. Management of life insurance firm, especially lead of training department is required to aim their focus on trainees’ demands of current and future stage to establish comprehensive training strategy, and gradually develop systemized and efficient training program and operation mode. SA is first life insurance company firmed by joint venture of China and Korean companies. Chinese shareholder is government owned large enterprise and Korean shareholder is largest insurance in Korea. The SA is focused on importing experienced management and technology from Korea and tailor all efforts to fit Chinese market and circumstances. With custom marketing and development strategy, SA had materialized its own management and technology strategy to meeting Chinese insurance industry demand and operation. With rich life insurance sales and management experiences and expertise brought by A company, SA had kept continues growth since opening, and materialized a characterized training system. This thesis is case study of SA company to deep study and summarize its marketing personnel training strategy focusing on training of marketing personnel, basing on theories for employee training and training program structure. Training structure also focuses on marketing personnel training, it had provided tremendous efforts to ensure high quality marketing personnel and company’s long term developments. During this process, SA company successfully developed its own training strategy with well known accomplishment. The efforts had became clear benefits for efforts of employee recruiting and market competition. Although, life insurance industry had brought new challenges to SA company with non-stopping industry development and competition. Along with growth of insurance base, insurance companies are continuously seeking fast development and expansion in order to obtain more market shares. This circumstances requires SA company to act fast to meet high growth market. Existing training strategy is lacking behind rapid growth of marketing team. It becomes management’s eager challenges to configure and provide efficient training structure. This thesis analyzes and deep dives into actual issues in the areas of training organization structure, training material, trainer and training processes. Basing on training structure theory, this thesis provides improvement measurements in five aspects of training organization structure, class configuration, trainer development, demand analysis and outcome evaluation to better serve company’s strategy allow training structure of SA company meeting market and market personnel current demand. Key to effective training is detail realization. Training is only realized with completed support system and maximize its effectiveness, it is also true for enterprise. Reliable support structure for training system will derive strong growth, leading company to next development phase. Hence, SA company not only needs scientific effective training structure, it also requires complete supporting structure. This is only method to achieve efficient training outcome in both theory and realization level. This thesis had discussed how to realize such support structure in four areas of culture, resources, outcome support and risk prevention. With analysis and summary from theory research and information collection of SA company case study, this thesis provides following characteristic and accomplish. First, uniqueness of this thesis is topic selection and research direction innovation. Author had realized during research that most training material and case study analyze topic at training realization level, however, research of existing marketing personnel training is often limited to training operation level. This thesis derives training process from the view of SA company system infrastructure, and categorized into following elements, such as system infrastructure, instruction system, trainer system and training process; and provided associated improvements based on analysis outcome. Author believes that this method of analysis could be used in training structure development for other life insurance companies. In addition, since SA company is first joint venture insurance company between China and Korea, it has uniqueness in these regards. Actual issues raised during corporation between Chinese and Korea is quotable experiences for other joint venture enterprises, can be referenced for their training infrastructure realization. Due to limited research schedule, this thesis does not have chances to deep study and uncover topics of Korean class localization, training structure perfection, training transfer effectiveness. Looking forward to further research on above mentioned topics.
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