摘要
我国现行的寿险营销员管理模式是1992年由美国友邦公司从台湾地区引进
的,这种营销模式在引入我国后,经历了快速发展,现已成为我国寿险公司最主
要的营销渠道之一。但是近年来,随着在寿险市场的发展,营销员管理暴露出来
的问题越来越多、越来越尖锐,由于寿险公司长期对营销员管理粗放,营销员队
伍大进大出,留存难、增员难,严重影响了寿险公司个人营销渠道的健康发展,
营销员素质不断下降,由此导致的销售误导等问题给整个寿险业带来了严重的负
面影响。与此同时,围绕我国寿险营销员管理改革所展开的理论探讨和实践创新
也在不断地进行当中。本文综合运用市场营销学和人力资源管理的相关理论,在
认真总结国内外寿险营销员管理经验的基础上,提出一种新的营销员管理模式,
即建议寿险公司组建专业销售公司,从对营销员的招聘和甄选、培训、日常管理、
薪酬和激励四个环节入手,加大对营销员的管控力度,稳步提高营销员的素质、
留存和产能,以保证公司营销员渠道的健康成长。

关键词:寿险,寿险营销员,营销管理
ABSTRACT
The current life insurance agent management mode was introduced into china from
Taiwan by AIA in 1992.After that,life insurance agent channel has becomes one of the
main marketing channel soon. In recent years with the rapid growth of life insurance
market, the management of agents exposed more and more problems. For management
of agents has been extensive in a long term the teams of agents are not steady, which
influences the healthy growth of agent channel seriously. Meanwhile, that the quality of
agent decreased little by little results in problems as well as misleading, which brings
huge side effect to the whole walk of life insurance. At the same time, the debate and
practice innovation focused on management reform of life insurance agent is in the
progress. The article applies generally the relative of theory of Marketing and human
resources management and puts forward a new management mode for agent on the basis
of experiences of life insurance agent management at home and abroad. It suggests life
insurance companies set up professional sales companies, and begin with agent
recruitment, selection, training, day-to-day management, compensation incentive,
strengthen controlling power of agents, enhance, quality, preservation and capacity of
agents, which guarantees healthy growth in agent channel.
KEY WORDS: life insurance, life insurance agent, management