影响寿险营销员职业选择的因素分析张春平徐建中-mauikai408com.pdfVIP

影响寿险营销员职业选择的因素分析 张春平徐建中 （哈尔滨工程大学经济管理学院，黑龙江 哈尔滨 150001） ［摘要］寿险营销队伍增员是当前寿险经营的难题。寿险营销是整个社会经济活动的一 部分，既受到寿险营销人员能力素质、价值观念等个人因素的影响，也受到公司经营管理状 况、行业竞争态势、社会经济发展程度等外部因素的影响。改善寿险营销队伍增员和营销组 织发展的思路是：提高寿险销售佣金率是促进人们选择寿险营销职业的首要措施；提高寿险 营销人员的业务知识水平有助于提高其职业权力，改善寿险营销职业的社会声望；开展各种 激励活动，为吸引和留住营销员营造良好的职业环境；注重增员对象的职业能力和个人特质 的选择，造就寿险营销队伍中可以依赖的最稳定的骨干力量。 ［关键词］寿险营销员；职业选择；职业薪酬；社会声望；职业环境；职业要求 ［中图分类号］ F840.62 ［文献标识码］ A ［文章编号］1004-3306（2007）05-0049-03 Abstract： Life insurance agent recruiting is a difficulty faced by the life insurance industry. As a component of socio 　economic activities, life insurance distribution is impacted by personal factors such as agent quality and values and by the insurer′s operation and management situations, competition and level of social and economic development. To improve agent recruiting and the development of distribution organizations, the first and foremost measure to prompt people ′s selection of life insurance distribution as their career is to increase the commission rate for life insurance agents. We should also enhance professional knowledge of the agents to improve their professional rights and uplift their social standing; conduct various incentive campaigns to create a favorable environment to retain and attract agents; emphasize agents′ professional capability and personal traits in recruiting to form a backbone force that is reliable and stable. Key words：life insurance agent; career selection; remuneration; social standing; career environment; professional requirements 2006 年底全国寿险营销员为 137.6 万人，通过营销员实现人身险保费收入 2 226.5 亿 元，占同期全国人身险保费收入的 54.83%，在寿险公司的各种销售渠道中营销员渠道占据 最主要的地位。对于多数人寿保险公司来说，核心业务是个人寿险的新契约保费收入，这部 分保费几乎全部来自营销员渠道，因而营销员渠道是多数寿险公司最重要的销售渠道，营销 员队伍建设也就成为多数寿险公司最为重要的工作。 与 2005年相比，2006 年寿险营销员人数和保费收入都有一定的增长，但营销员总数在 1